Morpher is a trading platform on blockchain technology where people can trade stocks, crypto, commodities, luxury watches, sneakers, football clubs, and dozens of other unique markets.
• User research, prototyping, testing
• Mobile app design
• Full desktop app redesign
• Design system development
• Design & development of landing pages
• Assisting with marketing efforts
Morpher had an ambitious vision of making trading accessible to everyone. However, the design reality hadn't caught up. There was no design system tying the experience together, research had to be lean and tactical given budget constraints, and the startup's pace left little room for long iteration cycles. The main challenge was to bring clarity and consistency to a product that needed to grow quickly, without sacrificing the quality that would make users trust it with their money.
Two crucial parts of the app were Onboarding and Trade Flow. The first had to be straightforward for capturing new users, the latter had to be smooth for making them stay and fall in love with the app. Another challenge was to develop the design system that would connect both mobile and desktop apps together into consistent user experience. That is why it became one of the initial tasks to accomplish.
I structured the design system around atomic design methodology. Foundational decisions like color tokens, typography, spacing, and iconography – were defined first (as atoms) and used as building blocks for every component above them. Molecules like input fields and buttons were assembled from these atoms, and organisms like navigation bars and trading panels were built from those.
Since the old version of the desktop app was liked by users due to its simplicity (according to series of interviews), it was decided to adhere to that style in the mobile application as well.
In addition to the speed of development, this also increased the level of user adoption of the mobile app. Power users prefered mobile app over the desktop one.
The desktop and mobile apps were connected using a unified design system. This consistency ensured a smooth transition and high user engagement.
Two months after the mobile app was launched, >60% of the users were using Morpher on mobile devices.
There were series of landing pages designed and developed using Webflow to support the marketing efforts.
• General landing page
• Mobile app launch
• Unique markets launch
• AI integration
I helped Morpher to design and build the multi-platform trading app and connected everything together with the design system. As a result, powerful investment tools were made accessible to everyone, not just financial pros. I was a sole designer working closely with CTO, 3 engineers, and the marketing team.
The platform usage has grown from 500 daily users to 2700-3000 (active users that make trades).
Identified friction points in the onboarding and trading flows to improve the user activation by 25%.
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