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Bitso App 3.0 (redesign)


Preface

The previous versions of Bitso’s mobile app worked upon a few assumptions that changed as its own value proposition was refined:

  • Markets vs currencies. We assumed that users were interested only in markets (book pairs) as opposed to currencies.
  • Simple use cases. We assumed that users should only use the mobile app to buy, sell, and hold crypto.
  • Only crypto. We assumed there wouldn't be fiat-based products.

We knew that this app version was based on a monolithic navigation (too deep) with poor findability, yet users became regular users of somewhat hidden features (e.g. markets and activity).


[img: Monolithic navigation]

A series of events changed how we approached Bitso’s mobile product:

  • Seamless conversions. The ability to get any asset on Bitso required new entry points and a different buy/sell experience.
  • New markets and products. Preparing to launch in Brazil and Colombia, with new features and products, the boundaries of the mobile app were more evident. We needed to make room to support interest-bearing accounts, Bitso Card, access to credit through collateralized loans, service payments, financial planning and goal tracking, and access to other assets such as stocks and other securities.

All the above led us to new opportunities that were in pursuit of expanding our product offering, scaling it accordingly while maintaining findability.

This project aimed to achieve our objective of building the next generation of borderless, consumer-focused financial services powered by crypto. We knew these financial services would require a lot of iteration and experimentation as we shifted from buying, selling, and holding crypto to a product that could address our users' everyday financial needs. By showcasing existing and new products and features, we knew we were on the right track.


Process

We conducted collaborative sessions to gain a clear picture of the architecture and identify categories alike based on use cases, such as holding crypto, buying or selling crypto, tracking transactions, and all related to the user's account.

[img: Categorization result]

[img: Information architecture]

After that, we created a lo-fi prototype. We conducted an unmoderated test with a small group of users, assigning them tasks to complete, which would provide us with insights into the effectiveness of the new categorization. The design intent was to add new products to the mobile application. We believed that users would continue to utilize features and perform tasks, and in the process, discover new ones. We proposed a different navigation pattern, including repositioning all features as they were. Moving from monolith navigation to tab navigation.


[img: Lo-fi prototype]

We gather feedback from users and from internal teams. We iterate the design and put in front of users again. This time we conducted remote live sessions with Bitso users.

[img: Test session with user]

We agreed on a design reviewed by every team involved in the making that was impacted by this solution.


[img: Final tab design]

We knew this required a lot of development efforts. So we work closely to the ingeneering team and all the teams that could be affected by all these changes. We also knew that our metrics would be impacted by this and we needed a way to keep track of it.

We created a metrics dashboard to monitor behaviour compared to the previous design and decided to treat this as an on-going experiment until we were certain it had a positive impact in our metrics:

  1. Activation rates – measured by deposits made.
  2. Average revenue per unit (ARPU) – measured by conversions made.
  3. New active users retention – measured by any event performed.
  4. Non-organic mobile activation rates – measured by deposits made.
  5. Users making conversions – measured by conversions.

Epilogue

Initial results were astonishing. Seeing improvements over ~150% in some cases. Soon after these metrics settle looking like this as of today: 

  1. Activation rates – a ~17% improvement. 

  2. Average revenue per unit (ARPU) – a ~7.5x increase. 

  3. New active users retention – a ~35% improvement. 

  4. Non-organic mobile activation rates – a ~30% improvement. 

  5. Users making conversions – a ~13% improvement. 
*As of Feb, 2022 this projects is live in production

Bitso App 3.0 (encore)


A rapid experiment was conducted to increase conversions performed by users. We held a workshop in which all team members were able to propose posible solutions to increase asset discoverability in the mobile app.

We leveraged on the App 3.0 were a dedicated crypto tab was introduced. In this case, we decided to redesign that tab based on the assumption that the previous layout was difficult to read and identify cryptocurrencies names, prices and percentage variation.

We agreed upon a a list, apossed to a a tile layout, that make it easier to see cryptocurrencies and their respective price/variation.


[img: Crypto tab redesign]

The design was launched as an A/B test on top of the App 3.0 project. Results suggested that the redesign had an improvement of ~40% measured by conversions made by users over the previos design.


*As of Feb, 2022 this project is live in production

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