Coinlinx
Overview
Coinlinx is a FinTech startup providing distributed autonomous solutions built upon blockchain technologies.
Coinlinx's primary offering is Smart Contracts - agreements between two parties that execute the moment a condition is met. Coinlinx also leases Bitcoin ATMs where people can convert physical currency into digital.
CHALLENGE
The Coinlinx website was failing to communicate the value of their services in order to convert site visitors in to customers.
Coinlinx Site Before Redesign
Exploration
Surveys
36 adult professionals were surveyed to gauge their knowledge of Blockchain and related terms.
Conclusion: Only 2 out of 10 responders were familiar with the term “Smart Contracts” or "Distributed Ledger" demonstrating that Coinlinx primary service offering was largely unknown.
Familiarity with relevant industry terms.
Usability Tests | Coinlinx vs. The Competition
We sat with 6 testers from a design school with little to no prior knowledge of Blockchain and asked them to gauge the usability of the current site.
We also tested 5 people with some knowledge of Blockchain to see if they could identify the services that Coinlinx was offering.
With both groups, the same tests were conducted on competitor sites such as Ripple.com and Coinbase.com.
Conclusion:
- The Coinlinks hero image was not suggestive of the appropriate industry with some users confusing Coinlink with an IT Company. On the other hand, Ripple showed imagery which is common on Blockchain sites and easily identifiable.
- For both groups of testers, the "ATM Locations" header link was counterintuitive since the term suggests traditonal ATMS and not "Bitcoin ATMs" which is a more accurate term.
- Coinlinx's headline lacked purpose. Coinbase and Ripple allure users with terms like "Join" or "Get Started".
- Action buttons, "Blockchain" and "Cryptocurrency" were not descriptive of Coinlink's services.
- There was a glaring dirth of informative content to help users understand Coinlinx's value proposition, whereas the competitor sites included articles, videos, and infographics.
Problem
Coinlinx needed to add informative content to their site in order to educate users about their business and ultimately increase the conversion rates of visitors into customers.
Reflection
The data was indicating an opportunity to not only provide rich informative content, but to also redesign the site with a focus on intuitiveness and usability.
architecture
Focus was placed on the site's Information Architecture so the core offerings were delineated, and informative content could be added.
Wireflows show the user journey as each page begins a path toward a CTA linking to the Contact Page.
DEsign
Hero Image depicts a distributed network with an optional educational video embedded.
Smart Contract and Bitcoin ATM service would be delineated and available from the landing page.
User moves down the page through a narrative that describes each service; How It Works, prior Use Cases, and the Business Opportunity.
At the end of that narrative is a CTA to contact Coinlinx.
New pages added to educate users on the many applications and benefits of Blockchain Technology.
Users can choose topics such as Cryptocurrency or Applications & Use Cases.
A FAQ section is also provided.
RESULT
What started as the addition of educational content ended up being a responsive web design that not only achieved that goal, but also improved the overall intuitiveness of the site with a narrative that users could follow from service description, to prior use, to future applications.
Feedback from usability testing was a key factor in driving our design decisions. Users seek common terms like "about" or "learn more" when they desire informative content, and they have predetermined mental models of where such links should navigate to.
Subsequent usability tests showed a 75% increase in users' ability to identify Coinlinx's value proposition.