LedgerLens - WEB UX Redesign
Crypto-industry leading SaaS takes on a new look with a user-centered approach driven by research findings. The goals was to create an intuitive interface for the marketing website so new customers could easily sign up for services.
Remote (PST)
12 Weeks
Crypto & Accounting
Figma & Vercel (v0)
Product Design Intern
Staging
Problem Statement
Auditors working with cryptocurrency need a way to efficiently audit crypto transactions and assets because existing tools lack the specialized features that only LedgerLens currently provides. The marketing website must capture the auditor’s attention, and then win their business.
Results
The redesigned marketing website features a clean, intuitive interface, making it easier for new customers to navigate and sign up for services.
The previous design was very dynamic and had lots of abstract designs, but it did not follow a typical user experience.
The transition into a clean and predictable designed allows for easy navigation and exploration of what LedgerLens has to offer their company.
Process
Research & Analysis: I conducted 7 user interviews with leadership, surveys, and analyzed site analytics to understand the pain points and user needs. Following the research, I prioritized design features using affinity mapping and a content priority matrix. I also studied competitors and industry trends to gather insights.
Information Architecture: Based on the research findings, I restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: I began by designing low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on managerial feedback. After we settled on a design and color scheme, I built a high-fidelity, interactive prototype to test the design.
Artificial Intelligence: After designing and prototyping in Figma, I transferred my files into v0, an artificial intelligence that codes front end interface designs with ease. This helped save engineering time and money by providing all of the HTML/CSS code beforehand, allowing them to streamline the process.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and rhetoric, ensuring consistency throughout the app. I also created an advanced component library to maintain design consistency in future updates.
Conclusion
I had an amazing experience working on a close knit cross-functional team that trusted their employees. Working at a start-up allowed me to take on big projects that directly impacts the company and I learned a lot at a quick pace. I have since adapted to wearing multiple hats in a fast paced environment, managing my own time, and working ahead of due dates to produce a digital product that represents the high quality work of the company. I struggled with knowing the "right" process and felt a lot of pressure to know it all since I was working alone; but I have since realized that there does not need to be a singular right way. It will differ depending on the company and I am ready to take on a new environment and all of the challenges it holds.
Future Outlook
The Network Firm has graciously extended my role into being a part-time Junior Designer, where I will be working on ad-hoc projects and seeing this project come to life throughout my academic school year. I will continue to fix any issues with the LedgerLens site, as well as support the team in other design specific areas. I am eager to make more of an impact with this company and build my skillset.
