SZU-CHIA CHEN
Overview

Blockchain Product Design

Mobile App, Website
Overview

Overview

DEXON is developed by COBINHOOD, the first zero fees cryptocurrency exchange in the world, and owned by DEXON Foundation. DEXON acts as an enterprise-grade system that enables peer to peer (P2P) data transformation in less than 1 second.

The Project consists of 2 parts: DEXON Branding and DEXON Wallet Design. From October 2018 to April 2019, it takes 6-7 months to complete the development of DEXON ecosystem.

Role

Role

Product (UX) Designer

I was in a team of 15 people: Product Manager (Yiling Lin & Ashley Lai), UX Researcher (Ivy Huang), Product (UX) Designer (Szu-Chia Chen), Brand/UI Designer (Wen Ku & Ted Deng), Front-end Developer (Howard Yeh), iOS Developer (PoYuan Tsau, Wayne Tai & Scott Chou), Android Developer (Khion Liu & Chien-Tung Lai), QA Engineer(Tino Chen, Ryan Huang & Mandy Lin)

Problem Statement

Problem Statement

 Original DEXON brand employed a night mode, including black and purple, which looked mysterious, inaccessible and discreet. The brand image didn’t look like a non-profit organization.  We aimed to redesign the brand image that made a blockchain technology more friendly and inviting to developers as well as general public.    Decentralized Wallet (DEXON Wallet) is people’s identity card in the blockchain world. For the ones who want to use DEXON ecosystem, DEXON wallet is their first stop.  According to a preliminary research, there were 3 factors needed to be addressed while designing and developing DEXON Wallet:  • Switch and manage cryptocurrency wallets with an ease  • Design a mobile wallet app   • Meet mainnet launch date

Original DEXON brand employed a night mode, including black and purple, which looked mysterious, inaccessible and discreet. The brand image didn’t look like a non-profit organization. We aimed to redesign the brand image that made a blockchain technology more friendly and inviting to developers as well as general public.


Decentralized Wallet (DEXON Wallet) is people’s identity card in the blockchain world. For the ones who want to use DEXON ecosystem, DEXON wallet is their first stop.

According to a preliminary research, there were 3 factors needed to be addressed while designing and developing DEXON Wallet:

• Switch and manage cryptocurrency wallets with an ease

• Design a mobile wallet app

• Meet mainnet launch date

Process

Process

 The project started with DEXON branding, including brand strategy and brand identity design. Product team teamed up with marketing managers to nail the brand strategy.  Meanwhile, product team and engineers also worked on several digital product design projects, such as   DEXON Wallet  ,   DEXON DApp Store  ,   DEXON SCAN   and   DEXON Teleport  .

The project started with DEXON branding, including brand strategy and brand identity design. Product team teamed up with marketing managers to nail the brand strategy.

Meanwhile, product team and engineers also worked on several digital product design projects, such as DEXON Wallet, DEXON DApp Store, DEXON SCAN and DEXON Teleport.

DEXON Wallet

DEXON Wallet

DEXON Wallet is a decentralized cryptocurrency wallet. With DEXON Wallet, users can safely store and manage (DXN/DRC20) & Ethereum (ETH/ERC20) assets, and directly interact with DEXON-powered DApps. For developer, it’s easy to develop DApps on DEXON network through the SDK provided for mobile.

UX Research

UX Research

According to our global online survey with 1250 respondents in October 2018, we found that safety and curiosity are the main reasons for trying new DApps. In this case, designing an ultra-secure decentralized wallet with a number of DApps in the wallet for users to play is the design direction to go for.

 We selected 20 out of 1250 respondents for offline interviews to understand their needs and potential development of DApps/blockchain projects

We selected 20 out of 1250 respondents for offline interviews to understand their needs and potential development of DApps/blockchain projects

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 We hosted internal design workshops and invited marketing director and managers to discuss the market trend, target audience and product USP (unique selling point). All the employees in the company were welcome to contribute to the UX board.

We hosted internal design workshops and invited marketing director and managers to discuss the market trend, target audience and product USP (unique selling point). All the employees in the company were welcome to contribute to the UX board.

  Technology professionals  are mainly key opinions leaders (KOL) who influence and lead cryptocurrency holders reactions. They are also early adaptors who contribute to the development of blockchain technology. We aim to focus on attracting tech pros to build applications and spread the news of DEXON ecosystem together.

Technology professionals are mainly key opinions leaders (KOL) who influence and lead cryptocurrency holders reactions. They are also early adaptors who contribute to the development of blockchain technology. We aim to focus on attracting tech pros to build applications and spread the news of DEXON ecosystem together.

Product Conception

Product Conception

 I hosted a brainstorm session with UX researchers, designers and product managers to come up with a list of ideas for wallet design direction.

I hosted a brainstorm session with UX researchers, designers and product managers to come up with a list of ideas for wallet design direction.

 The initial wallet wireframe I was working on during the UX session. I tried to evolve the concept to a more gaming and avatar based product for the users from all levels to play with easily.

The initial wallet wireframe I was working on during the UX session. I tried to evolve the concept to a more gaming and avatar based product for the users from all levels to play with easily.

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 According to user’s mobile wallet experience, we found mobile wallet experience were way too complicated to use.  In this case, I nailed the design direction as designing a  mobile first and DApp Store based digital wallet  as a gateway for tech professionals to explore DEXON ecosystem.  1 second on-boarding experience also invited users from all levels to try the speed and secure peer to peer transaction system powered by blockchain technology with an ease.

According to user’s mobile wallet experience, we found mobile wallet experience were way too complicated to use.

In this case, I nailed the design direction as designing a mobile first and DApp Store based digital wallet as a gateway for tech professionals to explore DEXON ecosystem.

1 second on-boarding experience also invited users from all levels to try the speed and secure peer to peer transaction system powered by blockchain technology with an ease.

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 I used “ send your cryptocurrency ” as an example here to address the evolvement of product wireframes.

I used “send your cryptocurrency” as an example here to address the evolvement of product wireframes.

DEXON Wallet Development

DEXON Wallet Development

DApp Store based DEXON wallet enables users to browse, play and collect DRC-20 tokens effortlessly.

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Download DEXON Wallet

Download DEXON Wallet

Download DEXON Wallet on the Apple Store & Google Play


Brand Foundation

Brand Foundation

BrandFoundationReview.jpg
Brand Conception

Brand Conception

 The trilemma of current blockchain technology includes  decentralization ,  security  and  scalability  issue. DEXON tackles the infamous “ blockchain trilemma ” of existing blockchain systems with cross-cutting, interdisciplinary elements from cryptography, applied mathematics, and computer science theories.  Cryptocurrency and blockchain have been highly associated with alchemy and classical elements, including fire, water, air, and earth.   The concept of three and triangle  become the basics of DEXON brand design. DEXON blockchain integrates the present online service with blockchain technology and kicks off an unlimited possibility.

The trilemma of current blockchain technology includes decentralization, security and scalability issue. DEXON tackles the infamous “blockchain trilemma” of existing blockchain systems with cross-cutting, interdisciplinary elements from cryptography, applied mathematics, and computer science theories.

Cryptocurrency and blockchain have been highly associated with alchemy and classical elements, including fire, water, air, and earth.

The concept of three and triangle become the basics of DEXON brand design. DEXON blockchain integrates the present online service with blockchain technology and kicks off an unlimited possibility.

 New DEXON logo reinforces the concept of three and triangle. It also simplifies the previous logo and becomes more stable, easy to read and identify.

New DEXON logo reinforces the concept of three and triangle. It also simplifies the previous logo and becomes more stable, easy to read and identify.

 Black and white implies fairness, reliableness, openness.  Purple consists of red and blue. Red symbolizes passion and blue indicates intelligence.  Empire yellow enhances the meaning of friendliness.

Black and white implies fairness, reliableness, openness.

Purple consists of red and blue. Red symbolizes passion and blue indicates intelligence.

Empire yellow enhances the meaning of friendliness.

Brand Implementation

Brand Implementation

   DEXON.org     website

DEXON.org website

   DEXON SCAN   for Blockchain Live Status

DEXON SCAN for Blockchain Live Status

   DEXON Capital & Lab   for business partnership

DEXON Capital & Lab for business partnership

Project Impact

Project Impact

The product and design team started designing products without any design approach. I helped CPO (Chief Product Officer), product managers, designers and marketing managers to establish a digital branding and product design process as well as DEXON brand guideline.

The new brand identity system was launched on 25th April 2019, which helped our company raise £2.25 million in 5 days from the investors all over the world. The new brand was widely loved and supported by our users as well.

DEXON Wallet mobile app received more than 500+ download in on its launching day. It remains as a 5-star application on Apple Store and Google Play. DEXON wallet is also the 1st decentralized wallet that users from all levels can use with ease on a mobile device. It delivered a seamless mobile user experience.