Redesign of BeInCrypto Price Ranking Webpage
Web Traffic analysis, Persona, User Interview, Responsive web design
Timeline
Aug - Oct. 2021
Stakeholders
Daniel Polo (Head of Product)
Other stakeholders include the Account Manager, Sales Representative, Marketing Manager
Team
Yi Zhang (UX Designer)
Katarzyna Zarzycka (UI Designer)
Martina Solés (Product Design Lead)
Tools
Google Analytics, Hotjar, Figma, Miro, Google Meet
Methods
Stakeholder Interview
Web Data Analysis
Persona
User Interview
SUMMARY
BeInCrypto (BIC) is a News Corp providing highest level of journalistic daily cryptocurrency contents. The company encounters challenges in generating qualified leads that can high-likely become investors.
However, the company faces challenges in generating qualified leads who are highly likely to become investors.
This project was spearheaded by the Product Team of the Cryptocurrency Article & Rankings site. The aim was to attract more audiences interested in exploring news related to various or specific currencies to kick-start their investing journey.
I undertook comprehensive research spanning from discovery to UX design. In the research phase, I dissected research questions, prioritized primary user paths, defined target pages and audiences, tracked webpage events, identify the problems and addressed insights.
Ultimately, the redesigned website saw an improvement in user engagement levels, with certain coins garnering increased attention and purchases.
01. Situation
BeInCrypto (BIC) is a News Corp providing highest level of journalistic daily cryptocurrency contents. BIC is dedicated to assistant users with in user-friendly trading analysis and tips on where to invest, provide the investors most relevant and engaging crypto-related social media posts.
Right now, BIC encounters challenges in generating qualified leads that can high-likely become investors. They need to enhance the capability to identify high-intent-investing (HII) audiences from general ones, and pinpoint their behavioural patterns and conversion points.
As a UX designer, so I conducted a comprehensive research and design study spanning from discovery to wireframe. In the research phase particularly, I led the research activities by dissecting research questions, prioritising primary user paths, defining target pages and audiences, tracking webpage events, identifying the problems and addressing insights.
02. Project Proposed
The project was launched by the Product Team overseeing the Cryptocurrency Article & Rankings site (some site pages shown on the right). Its objective is to attract more audiences interested in browsing news about various or specific currencies to start their investing journey.
My role
03 Actions
3.1 Kick-off
3.1.1 Stakeholder Meeting
First, I conducted stakeholder interview to understand the current challenge and the objectives of the study. They need to enhance the capability to identify high-intent-investing (HII) audiences from general ones, and pinpoint their behavioural patterns and conversion points.
3.1.2 Objectives and scope
The objective of the study is to attract more audiences interested in browsing news about various or specific currencies to start their investing journey. In the primary phase, the stakeholders expect the following outcomes:
Prioritise the user paths and define the primary path where most of HII audiences are engaged to invest.
Identify the root causes of user dropping-off without investing on the site.
Redesign the relevant webpages to improve the user engagement and motivation to invest.
3.1.3 key metrics
To gauge the project's success, our primary metrics will include tracking the number of clicks and click-through rates (CTR) to the target page.
Additionally, we may monitor the average duration of pages navigated by the High-Intent-Investing (HII) audience to the targeting page, to assess their engagement with the content.
3.2 Research Questions
Breakdown
Based on the objective, key metrics and stakeholder’s expectation, I've proposed research activities by breaking down the requirements and indicator to-be-gauged into the following research questions, guiding our approach to the study.
What is the target page?
We need to define the target page, a.k.a the destination of the user flow, where the users most likely start their investing journey. By addressing it, we can focus on the right group of audience who intend to navigate to invest.
Where do the HII audience navigate to the target page?
We need to monitor the traffic along the journey, so that we prioritising the most engaged path as our primary focus.
How do the HII audience engage with the webpage?
We need to track the events on the primary page, analyse the user interaction records, to understand user expectations and diagnose reasons for drop-offs.
3.3 Prioritise the user paths
3.3.1 Define the target page of the user flows
I discussed with the product manager and agreed that the key indicating action of defining as an investor is "clicking the purchase button" on the currency information page. In the current stage, we are particularly interested in those who investing the following trending coins: Bitcoin, Ethereum, Art NFT Finance, Cardano, and Solana.
So, the currency information page is the target page and those who lands on that page by navigating from other pages of BIC and engaged with the content is defined as high-intent-investing (HII) audience.
Findings about the primary path
The scroll bar option on the landing page presents a strong impression, but the click-through rate (CTR) remains very low. The article page demonstrates insufficient clicks and low impressions, suggesting a lack of engagement with the HII audience along both paths.
The price ranking page (see left) generates a moderate number of clicks despite a lower impression compared to the scroll bar and article page. Across both mobile and desktop platforms, it boasts the highest click-through rate (CTR) among all paths. This suggests significant potential for user engagement and conversion of HII audience.
Brazil, US, and Spain are the top three geos where the most audiences come from navigating to the price ranking page, we should prioritise language domains accordingly
3.3.2 Analysis of reverse user traffic
I used Google Analytics to reversely monitor the traffic leading to the currency information page, to check on which path generates the highest clicks and CTR. To streamline the investigation, we track the Bitcoin page as a representative, because of more than 70% of the investors investing in it.
The results show three paths that the HII audience takes to navigate to the currency information page:
From Price ranking page
From specific currency article page
From the top scroll bar of landing page
3.4 Problem identification on price ranking page
Heatmap analysis
To increase the CTR and reduce the bounce rate of the currency pricing ranking page, I analysed the events taken place on the webpage refering to the heatmap. I analyse the heat maps for both desktop and mobile version because most of the traffic from mobile devices.
After analysing the sessions on the ranking page, I have gotten the following observation.
SCROLLING DOWN and BACK
75% of visitors typically only scroll down to the position of the currency ranked 5th or 6th in the list, then scroll up again.
CLICKING on other coins beside Bitcoin
Most of the clicks on Bitcoin only, there are some clicks on the trending currencies such as Cardano, Solana, Binance coin etc, but much less than Bitcoin.
Loading more currencies
Users frequently click “Next 20” to load more currencies at the bottom of the list
SORTING option is not used
Users frequently click on the sorting option and choose “price” on mobile version, however, rarely do it on the desktop
Findings about the users’ preferences and problems on price ranking page
Based on the event analysis and my observation of the reply session on Hotjar, I formulated several hypotheses about the users’ behavioural preferences:
Users may prefer to sort cryptocurrency pricing based on price change trends in a certain timeframe. However, we assume that they might find it challenging to do so on the desktop due to due to its lack of simplicity and intuitiveness.
Users might express interest in exploring other trending coins beside Bitcoin. However, they may hesitate to purchase due to insufficient information or references available.
Users might feel frustrated when scrolling to the bottom of the page, as they desire to explore further but cannot easily navigate back to top sections.
I should have validated the above hypotheses by conduction in-deep user interview, however, for the sake of time I couldn’t complete it but directly started ideation and UX design (see the retrospective).
3.5 Ideation
Solution 1.
Implement intuitive and simple sorting options for key attributes, such as price changes across various timeframes
Solution 2.
A Bottom-to-top floating button to enable easy navigate throughout the list
The ideas were collaboratively generated through teamwork. I facilitated a workshop with the Design team to brainstorm and propose solutions aimed at addressing usability preferences and challenges.
Solution 3.
Adding a session on top to highlight the recent trending coins
3.6 Design
Feature 1.
Highlighted trending coins on top of the price listing table
Feature 2.
Dropdown to sort the price change in different time frames, and tooltip of each attribute in-table
Final design of the price ranking page on desktop and mobile
Below are the new features incorporated in the new design and the final interfaces, UI is completed by Katarzyna, another team member.
Feature 3.
Incorporate a floating button for easy navigation from bottom to top into infinite scrolling page
04. Results
The new design has been developed 1 month after the design finished, web traffic data revealed that the new design has resulted in increased CTR for other coins such as Cardano and Binance coin, along with an improved average duration on the page, indicating an improved engagement levels with the High-Intent-Investing (HII) audience.
We're delighted to see increased engagement from visitors with the content. However, the CTR for Bitcoin and other coins remains unchanged, suggesting that visitors may still require more compelling and persuasive content to make purchase decisions. This insight prompts consideration for optimizing the content as the next step in our research.
05. Retrospective
What went well..
I've conducted extensive research to break down the stakeholders’ needs, address research questions accordingly, prioritise design directions, and interpret user behavioural patterns through web data analysis. Additionally, I've closely collaborated with the UX team and other departments to garner support and align with stakeholders on key metrics and expected directions.
What need to be improved
Throughout the user behavior analysis process, I observed certain behavioral patterns, converted them into insights, and presented them to stakeholders. However, due to time constraints, I haven't thoroughly validated them. Therefore, in upcoming activities, we should prioritize validating the following hypotheses:
Users may prefer to sort cryptocurrency pricing based on price change trends in a certain timeframe. However, we assume that they might find it challenging to do so on the desktop due to due to its lack of simplicity and intuitiveness.
Users might express interest in exploring other trending coins beside Bitcoin. However, they may hesitate to purchase due to insufficient information or references available.
Users might feel frustrated when scrolling to the bottom of the page, as they desire to explore further but cannot easily navigate back to top sections.
Secondly, our hypothesis regarding new investors as High-Intent-Investing (HII) audiences requires further validation. For instance, despite spending significant time repeatedly reviewing the price ranking page, they may not take action, and they may intent to invest in Bitcoin only for several years before starting investing in others.
Second, there was a need for further segmentation of the audience visiting the Spanish domain. An existing results indicated differing levels of intent to purchase among Spanish-speaking audiences in LATAM and EMEA.