Creating BlockFi’s debut to iOS
About this project
Timeline
2019 - 2020
My contributions
Design
Strategy
UX Research
Contributors
Sameera Razek, Creative director
Rocket Air,
Design agency
Jerry Michels,
VP of Product Management
Buenos Aires
development team
This project kicked off in September 2019 and launched in June 2020. The BlockFi Mobile App offered a modernized, sleek crypto-asset management interface for crypto users and the crypto curious.
We introduced new UX, an improved account creation process and a completely refreshed aesthetic. The App reached 10,000 downloads in the App Store within a week — about half of BlockFi’s daily active user count at launch.
This release included:
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A new onboarding flow
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Account overview dashboard
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Interest account details
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Loan account details
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The ability to deposit funds
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The ability to withdraw funds
The new visual treatment was a collaboration between myself, the creative director and design agency Rocket Air. We pulled from modern web design trends for a playful, modern, yet clean and trustworthy look.
Reimagined onboarding flow
The new onboarding flow for mobile was an important part of the launch. More detail on this flow here.
Because of the legal requirements for financial businesses, this process can feel frustrating for users. We used a wizard-like approach with multiple choice options rather than a long form, aiming to make the pace feel fast and as easy as possible.
Users noticed the new look and feel, and let us know in comments on the app store.
