Reactivating dormant investors in a gamified crypto app
Reactivating dormant investors in a gamified crypto app
How we transformed crypto skeptics into engaged users through gamification, growing Wallex's verified user base without risking real money
How we transformed crypto skeptics into engaged users through gamification, growing Wallex's verified user base without risking real money
Project Scope
Project Scope
2021-2022
2021-2022
Role
Role
Product Designer, Wallex Exchange
Product Designer, Wallex Exchange
Tools
Tools
Figma, Jira, Trello, Teams
Figma, Jira, Trello, Teams
When Trust Becomes
The First Barrier
When Trust Becomes
The First Barrier
Before building a product, we had to make something more fundamental: confidence. Our users didn't just need an app; they needed permission to explore.
Before building a product, we had to make something more fundamental: confidence. Our users didn't just need an app; they needed permission to explore.
Fear of Loss
Fear of Loss
Users were afraid to lose real money in an unfamiliar market
Users were afraid to lose real money in an unfamiliar market
Too Risky
Too Risky
Crypto was seen as volatile and unpredictable investment
Crypto was seen as volatile and unpredictable investment
Invisible Money
Invisible Money
"I can't see where my money goes", common user concern
"I can't see where my money goes", common user concern
"How might we help people experience crypto trading without the fear of losing real money?"
"How might we help people experience crypto trading without the fear of losing real money?"
Research & Discovery
Research & Discovery
30+ Voices Shaped
Our Direction
30+ Voices Shaped
Our Direction
We started where great products begin: with the people who would use them. From data analysts to designers, we listened to everyone.
We started where great products begin: with the people who would use them. From data analysts to designers, we listened to everyone.
30+
30+
Interviews
Interviews
Deep Conversations
Deep Conversations
2
2
User Groups
User Groups
Distinct personas
Distinct personas
5
5
Key Insights
Key Insights
Validated patterns
Validated patterns
Ella, 32 years old
Ella, 32 years old
Crypto-Familiar
Crypto-Familiar
Pain points:
Complex tools, steep learning curve
Data Analysts
Trader
Engineer
Mo, 41 years old
Mo, 41 years old
Crypto-Curious
Crypto-Curious
Pain points:
Risk aversion, lack of trust
Marketing Team
Graphic Designer
Artist
The Process
The Process
From Insight to
Interface
When Trust Becomes
The First Barrier
A structured design thinking approach that put user needs at the center of every decision.
A structured design thinking approach that put user needs at the center of every decision.
User Research
User Research
30+ interviews with participants to understand fears, motivations, and pain points
30+ interviews with participants to understand fears, motivations, and pain points
2 weeks
Problem Framing
Problem Framing
Synthesised insights into clear HMW statements and design goals
Synthesised insights into clear HMW statements and design goals
1 weeks
Solution Exploration
Solution Exploration
Brainstormed gamification mechanics, token systems, and engagement loops
Brainstormed gamification mechanics, token systems, and engagement loops
2 weeks
UI/UX Design
UI/UX Design
Created wireframes, high-fidelity mockups, and interactive prototypes
Created wireframes, high-fidelity mockups, and interactive prototypes
4 weeks
User Testing
User Testing
Tested with internal stakeholders and iterated based on feedback
Tested with internal stakeholders and iterated based on feedback
1 weeks
The Solution
The Solution
Play First,
Pay Never
When Trust Becomes
The First Barrier
We designed a gamification layer that removes risk while building familiarity. Users experience the thrill of trading without the fear of loss.
We designed a gamification layer that removes risk while building familiarity. Users experience the thrill of trading without the fear of loss.
Virtual Currency
Virtual Currency
Clinks, a gamified token earned through predictions and tasks, with zero real-money risk
Clinks, a gamified token earned through predictions and tasks, with zero real-money risk
Prediction Game
Prediction Game
Will Bitcoin go up or down? Simple, engaging, and educational
Will Bitcoin go up or down? Simple, engaging, and educational
Leaderboards
Leaderboards
Competitive element that keeps users coming back
Competitive element that keeps users coming back
Task System
Task System
Earn tickets by learning, watching, and engaging with Wallex content
Earn tickets by learning, watching, and engaging with Wallex content
The User Journey to Wallex
The User Journey to Wallex
Learn
Educational tasks on crypto trading
Learn
Educational tasks on crypto trading
Play
Users earn Clinks through predictions
Play
Users earn Clinks through predictions
Connect and Convert
Link or create Wallex wallet, exchange Clinks for real value
Connect and Convert
Link or create Wallex wallet, exchange Clinks for real value
Result
Users who came to play ended up creating verified Wallex accounts to cash out their earnings, exactly what we designed for.
Users who came to play ended up creating verified Wallex accounts to cash out their earnings, exactly what we designed for.
About Me
I specialise in simplifying complex topics. My process involves taking chaotic inputs user needs, technical constraints, and business goals, and organising them into scalable, intuitive solutions. Currently, I’m focused on integrating AI workflows into the design process to help teams ship higher-quality products faster.
About Me
I specialise in simplifying complex topics. My process involves taking chaotic inputs user needs, technical constraints, and business goals, and organising them into scalable, intuitive solutions. Currently, I’m focused on integrating AI workflows into the design process to help teams ship higher-quality products faster.
About Me
I specialise in simplifying complex topics. My process involves taking chaotic inputs user needs, technical constraints, and business goals, and organising them into scalable, intuitive solutions. Currently, I’m focused on integrating AI workflows into the design process to help teams ship higher-quality products faster.