Even though I was motivated to have complete responsibility for designing a brand new product, 'uncertainty on market fit' was the most challenging part as a budding startup. 

These are my actions to handle the startup-specific challenges:

• Clarified business values and product definition. Made sure the designs reflect the values. 
• Since there were no active users, contacted test and interviewed with potential users
• Learning from others. Adopted common patterns from competitive research

‍

‍

‍

Delightful Onboarding

Utilize the branding visual identity with micro-interaction

‍

‍

‍

‍

‍

‍

‍

Market price

Display price and changes in real-time

‍

‍

‍

‍

‍

‍

‍

Portfolio

Allow users to manage their portfolio by deposit and withdraw their assets

‍

‍

‍

‍

‍

‍

‍

‍

Buy and Sell coins

Before confirm to buy and sell, review your order and compare the price with other brokerages! 

‍

‍

Understanding business and Setting design goal

To start design for this new born startup, I need to understand the business. I had full brainstorming and discussion with team to get the answer –Who are we targeting? and What’s the unique selling points from others.

‍

After gotten the answer, I set the design goal to be align with it:

1. Easily adjust the scale for different market fit
2. Deliver the ‘innovative’ value to the product experience

‍

Finding brand identity & Design system

It’s really a new born company. There was nothing even a logo!

First, I defined the brand visual identity for Flipay. Through the workshop I ran with the team, we got ‘Friendly, and ‘Innovative’ for brand personality. Based on these, I started to defined the visual concept color and typography, and then logo and other branding assets like illustrations. 

‍

Design for MVP version

We planned around 2 months to launch the MVP version. At this phase, I articulated UX flows based on different use cases and elaborated details UX and UI solution based on user testing and competitive research.

‍

‍

‍

‍

Design for post-MVP

After we launched the MVP product, we got around 20 for early access product. At this stage, I focused on design improvements as well as adding new features for trading experience.

Also, I actively involved into feature ideations and designed towards to enhance trading experiences.