An end-to-end journey for how users discover, evaluate, and trade tokens.
Context
MetaMask was traditionally a wallet for storing and managing crypto. But it lacked a cohesive experience for discovering opportunities, evaluating assets, and acting on them. I had the opportunity to work across that entire journey and connect those experiences end to end.
As one of the first wallets on the market, there was an opportunity to give our millions of users access to every asset available.
2.4M
Assets available on MetaMask
100M
Dormant users
Many different input experiences exist per trade action. While not a linear process, I had the opportunity to converge and unify the surfaces for a familiar, intuitive trading experience across MetaMask.
Find relevant assets and opportunities
Evaluate an asset with consistent, decision-relevant information
Buy, swap, or earn
Understand positions and determine what to do next
UX Considerations
Token representation should suit its context. List rows work when you want to understand price or available balance quickly. Pills are great for browsing and scanning. Carousels are a succinct, visually pleasing way to show trends.
BTC+16.96%
ETH+2.40%
SOL−0.64%
PENGU+13.04%
NVDA+8.42%
LINK+2.11%
AERO+9.56%
UNI+1.48%
SEI+9.62%
CHIP+44.37%
AVNT+30.06%
TSLA+6.78%
PLTR−5.12%
AAVE+5.22%
DOGE+3.77%
OP−2.91%
ARB−3.48%
SUI+4.21%
When inspecting a token further, users care about information in this order: price, positions, insights, trust signals, and activity.
On price, users cared about the number itself. We reduced the chart height and added a candlestick toggle, which shows the open and close for a given point in time.
+$1,196.02 (1.31%) Today
Product and I defined an experience for delivering AI-powered market insights. At its core, we envisioned a curated feed of news and top social posts that could help users understand the context behind market movements.
A key part of the exploration was defining a visual identity that made the experience feel AI-powered without relying on overly explicit AI branding. I developed visual concepts that ultimately helped shape the creative direction carried forward by our Creative team.
Visual geometry
Motion pattern
Traders want 360-degree asset intelligence so they can make trading decisions quickly. Users rely on signals, but most of those signals are built for an advanced audience. The general audience wants to understand risk at a glance.
Solution
Our team launched Explore, a new surface that gave users a central place to search, discover, and access the full range of markets available to trade. Accessible directly from the Home tab, Explore quickly became a frequently visited part of the app.
100%
Increase in swap conversion from Explore
From Explore, a token opens into a dedicated details surface for evaluating price, activity, and the next trade. The same live UI is pinned into the device so the journey stays continuous from discovery to action.
65%
Increase in swap conversion on Token details
Users can select tokens across all networks.
Users can pay with any asset.
It's important to communicate the balance they have for that asset.
This is the hero of the UX and therefore needs large emphasis.
Users care about fees, totals, and details they should consider before submitting a trade.
A clear CTA to submit their trade.
We wanted submitting a trade to feel fast, so we used toasts to communicate it.
Users can still access the full activity summary.
Recently we've started implementing ways to explore opportunities directly from Swap. This scales components from Explore into other key surfaces like Swap.
Designing for the core trade journey contributed to an uplift in transactions and revenue. Defining a streamlined experience improved product quality and made it easier for other teams to adopt and execute in their feature areas.
100%
Increase in swap conversion from Explore
65%
Increase in swap conversion on Token details
10
Input screens adopting unified actions UX