Digital currency exchange Coinbase has probably done more than the majority of to press cryptocurrencies closer to the mainstream, earning an $8 billion assessment by personal financiers along the method. That doesnt suggest its product experience is best.
In our newest UX teardown, with the help of Built for Mars creator and UX professional Peter Ramsey, we highlight some of Coinbases greatest user experience failings and use methods to repair them. Many of these lessons can be used to other existing digital items or ones you are currently developing, including the requirement to prevent the “Get Started” trap, the importance of offering feedback, why familiarity often wins and other concepts.
The Get Started trap
The repair: Its easy: Dont depend on your CTAs. You would not have “Email Support” as a CTA, and after that just reveal the user a lot of FAQs.
Just use CTAs like “get started” or “discover more” if youre really teaching users something.
Something converting well does not suggest it was an excellent experience for the user. Look at clickbait-y journalism– it gets more eyeballs, however people arent typically pleased with what they check out.
Im persuaded that in the long term having a fantastic product will perform much better than aggravating short-term development hacks.
The stop working: Coinbase does not in fact have any onboarding– however it looks like it does. It has a very popular “get started” CTA, which really just puts bitcoins in your basket. This isnt assisting you start, its absolutely nothing more than an onboarding Trojan horse.
Steve OHear: This seems like another traditional “bait and switch” and reeks of dark pattern design. What if it in fact works to get users over the line and acquire their first bitcoin? Development hackers, rejoice, no?
Feedback architecture
Digital currency exchange Coinbase has actually most likely done more than most to push cryptocurrencies closer to the mainstream, making an $8 billion valuation by personal financiers along the method. It has a really prominent “get begun” CTA, which actually simply puts bitcoins in your basket. What if it actually works to get users over the line and acquire their very first bitcoin? Something converting well does not indicate it was a good experience for the user. The user has no awareness if the action they were attempting to do unsuccessful and they require to do it once again.
The fix: During the style phase, consider statuses and what the user will desire feedback on. For instance, if theyve just added a product to their “wishlist,” how will you reveal them that the action achieved success?
The stop working: After adding a card, you click “Add Card,” and … it takes you back to the homepage. Theres no notification if it was effective or not. The user has no awareness if the action they were attempting to do unsuccessful and they need to do it once again. This is a real issue with digital products: All feedback requires to be considered and built.
As a general rule of thumb, all “states”– e.g., success/failure of an action– require to provide feedback to the user.
