(About DeFinance)

This project was part of my UI/UX Specialization Course from CalArts. The goal of this project was to create a clickable prototype of an app of our choice.

UI/UX Designer

This case study will take you through the design processes, decisions, problems that I faced on the way, and how I tried to solve those. This project was part of my UI/UX Specialization Course from CalArts.

Goals of the Project

The goal of this project was to create a clickable prototype of an app of our choice. I decided to go with a decentralized finance (crypto) app since I have been very interested in the industry. I had a lot of difficulties finding an app that was simple, easy, and informative about crypto and everything happening in the crypto world. For the sake of keeping this project short, I will assume you are familiar with crypto, if not you can read more here.

More specifically, I decided to tackle the complexity of buying/trading crypto. As well as making an application that is easy and usable even for first-time crypto users.

A product like this would benefit customers since it would make it much easier to buy and invest in crypto, as well as staying informed with the latest of the crypto world. The crypto world is a rollercoaster of ups and downs, so my biggest assumption is that people would like to know about what's going on with their coins.

"Bitcoin is a very exciting development; it might lead to a world currency. I think over the next decade it will grow to become one of the most important ways to pay for things and transfer assets."
— Kim Dotcom, CEO of MegaUpload.
Create a Crypto Platform
Understanding The Customer

Quantitative survey via social networks
I did an instagram survey to find out if people have already bought cryptocurrencies, with follow up questions to understand why they have already done so, or why they haven’t.

Most of the people who answered this survey have never bought cryptocurrencies, for two main reasons:

Ignorance: they don’t know the world of cryptocurrencies, they don’t know where to start or where to buy them.

Fear: they may lose all their money, and they think it is too late to start: those who make money with cryptocurrencies started much earlier than them.

Qualitative survey via Google forms
Have you already bought cryptocurrencies, why?
Which platform(s) do you use?
How much money did you invest?
How much time do you spend each week managing your cryptocurrencies?
Which feature(s) do you prefer? Why?

These questions were sent to about 20 people. All have experience with cryptocurrencies, with varying levels of personal involvement and interest.

Had already bought cryptocurrencies
Used more than 3 Platforms
Invested over $1000
Spent more than 1 hour researching
Preferred in app news.
The Customer
Defining the Customer

The user of this app would be the average person interested in crypto. I would put these people in two categories, the serious investors and the first-time investors. Both having similar motivations, but slightly different needs. Guidance is needed for first-time investors and efficiency for serious investors.

When thinking about first-time investors who might need more guidance, I'm thinking of older generations. Which are sometimes left under-served by digital products, because they have low tech-savviness. Lowering the entry barrier and focusing on usability with this in mind, older generations and first-time users could find crypto more appealing.

Age-wise, I would assume all age groups starting around 21-26 (When we start to have some financial independence). Of medium, to high-income social statuses would fit the app's target audience.

Persona ~ Continued

Since the task is to create an app on a mobile device, we can assume the user will have their mobile device with them at all times.

Assuming most users will use the app to invest, we can assume that they have some time to research and look at news of upcoming coins. And that's where this app would fit in.

Their Needs?
The main need we're addressing with this product is enabling crypto investors to be in control of their crypto. To achieve that, these are some questions the user should be able to answer as soon as they open the dashboard.

1. How is my crypto doing
2. What coins do i own
3. What is on the news

Customer Summary

From this short research, we can conclude that people want to have access to exchange with low commissions and have easy and fast access to crypto. Many people have to use up to 3 or 4 platforms to exchange cryptocurrencies.

Solving the Problem

These are some of the tasks our users would need in order for our app to provide value.

1. Have a Secure Account
2. Be able to transfer money
3. Exchange cryptocurrencies
4. Send Crypto to others
5. Get informed about the coins

To start building the UI Flow, I mapped out the user tasks that explain the steps users should take to use our app successfully, separated by the end goal of the user.

Mapping Out
Before developing the interface, I analyzed the functionality of each page of the app. This map made it easy to navigate through attributes and sections during the design of the app.

Due to the short timeframe of the project testing my hypothesis and information architecture through drawings and lo-fi designs was impossible. Therefore I will be showing the final result as I talk about how the problems were solved.

Solving for X
Solving Tasks

Users should be able to log in with google or Facebook, making the barrier to entry much easier. If not, users should have the ability to create an account.

Once the user signs in for the first time, the first screen should communicate what the app is about and reinforce the app's value.

After authorization, the main screen should suggest the best-performing coins. As well as allow them to keep watch on coins and get notified about the moving price.

For existing users, we would prompt them to set a password, in order for their wallets to be secure.

Learning about the Coins

Each Coin should include information about the coin, this is to help the user decide if this coin fits their needs. I divided this into two categories Primary Information and Secondary.

Primary Information would be the current value and change over time shown in a graph format.

For Secondary information, I decided to go with the following, these are the most important points and these help the user decide if the coin is right. In the cases of new or uninformed users, a guide would be shown next to each statistic, explaining what it means and how it affects the coin price.

About the Coin

The User would definitely need to know the coins background before buying, therefore showing this information would be necessary.

Market Cap

A high market cap implies that the asset is highly valued by the market. Currently, the highest market cap asset is Bitcoin.


The total dollar value of all transactions for this asset over the past 24 hours. We also show the percent change in volume compared to the previous 24 hours.

Increases in volume indicate that there has been more trading activity in the past 24 hours.


Circulating supply shows the number of coins or tokens that have been issued so far. We also show the percent of the maximum supply that has already been issued, if applicable.

Assets with a low circulating supply but high max supply may see signficant inflation, and vice versa.


How popular a coin is currently. Ranked by Volume.

Price Correlation

Showing what a certain coin is connected and correlated to would further help the user know which coin fits their needs.

News about the Coin

I wanted the user to stay informed therefore each coin would have news about it, everything happening around the coin that might affect the price.

After learning about a coin and deciding that this coin fits their needs, they would have the option to "Trade" the coin. At first, they would have to buy a coin, then options like selling, exchanging, and transferring to others would become available.

After choosing to buy a coin, the user would then get asked to review the payment.

Once the coin is bought, it would be displayed on the home screen to make sure the user remembers it and has quick access to it and all the information and news about the coin.

Keeping Track

To keep track of your coins & your portfolio the app would send push notifications from time to time. To remind the user what is happening with their coins + How their portfolio is doing. + News about crypto that might affect them.

Also, Widgets

I also came up with the idea of making a widget for the app. Having quick access to your coins and/or portfolio would be very helpful and would reduce the need of having to open the app for quick checks. Making for a better experience.

Staying Informed

I wanted the news to be a big part of this project, seeing how other crypto apps either have no news integrated into the app or are not very interested in keeping the user informed by showing them relevant news.

With some simple functionality of searching/filtering by coin or just going through the latest articles, DeFinance would always keep the user up to date with the latest news on crypto. Resulting in a better-informed user, which would lead to users making better decisions on what coins they buy.


This project was part of my UI/UX Specialization Course from CalArts taught by Michael Worthington. The timeframe of the project was really short therefore there are some things I would have done differently (User Research and User Testing). Some parts of this project were not part of the course but I thought it made sense to take that approach in creating the application.

Although there are some things that I would do differently, I am very happy with the result and I learned a tremendous amount from creating this app from the ground up.

Thank you for viewing. 🤘🏻