ZIgnaly case study

Goal

Zignaly teamed up with us to refine its platform, focusing on improving user activation rates and streamlining the complexities associated with managing multiple exchange accounts. The primary objective was to elevate the overall user experience for traders.

Challenge

The challenges included overcoming a low activation rate and simplifying the management of multiple accounts. To enhance the user journey, we needed to gain a deep understanding of Zignaly's market, customers, and product strategy.

Outcome

Following intensive UX workshops and research, we successfully redesigned Zignaly's webapp. The resulting platform offers a user-friendly experience, meeting expectations and removing mental load during information exploration. The design system handed over, including a UI kit, mobile version, and dark mode, empowers Zignaly to maintain visual consistency across all platforms.

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Discovery

How we started

We ran multiple UX workshops with Zignaly’s team to gain a deeper understanding of their problem and close the knowledge gap regarding its market, customers, and broader product strategy.
We interviewed Zignaly’s user base who had signed up but never made their first investment to find the roots of the problems.
We conducted user tests with the existing platform, testing people from Zignaly’s target audience who had never used the product before to get a better sense of the problems that may arise when using Zignaly for the first time.

After the test and interviews:

We completed the user journey with real data and observations. This allowed us to easily identify and prioritize the main pain points in that journey and create a clear roadmap for the project.

User journey

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Prototyping and UI design

First prototype

Our designer studied Zignaly’s direct and indirect competitors to see what each of them was doing differently, gain a better understanding of the market, and gather inspiration.

The first prototype was then created based on the insights from the research and competitor analysis. We tested and iterated this on a weekly basis over the remaining duration of the project.

Zignaly's original data display was hard to read, with overlapping data

The simplified UI shows side-by-side comparisons of prices

As is always the case, the initial tests revealed multiple problems from the originals ones that hadn’t been solved, as well as new ones that arose from the new design, and paved the way for weekly conversations with the stakeholders from the client’s side.

As the weeks passed, these problems were tackled one by one until, in the final weeks, test participants were able to perfectly understand the product’s value and use it without any instructions.

Deciding on the UI

Finally, our designer iterated on the look & feel of the design with Zignaly’s head of marketing and, after a few rounds of feedback, applied the final decision to the interface.

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Handover

At the end of the project we handed-over the designs in Zeplin, a handoff tool that simplifies collaboration with developers by providing all the specs and ready-to-implement CSS. These designs included:

All the screens for the features we had been working on, including different states and edge cases.
Desktop and mobile version with their dark mode.
A UI kit with clear guidelines and rules that would help the client keep the design consistency when developing new features in the future.

Additionally, Zignaly received a research report summarising all the findings that could help them shape their product strategy.