Hashbee, A Blockchain Information Platform
MAKE SMART DECISIONS FOR BLOCKCHAIN INVESTMENT OPPORTUNITIES
USABILITY TEST
CHAPTER 2
First of all, we conducted usability tests to find out what problems exist in the current version (problems in relatively high level).
GOAL I
/ Can users know what Hashbee website is for?
C
HANPTER 2
“Haha, I thought it is a trading platform, after spending all of these time(roughly 7 min) I finally figured out it is just an information platform.”
“This one shows the token price? So why does it look like a button? I thought it is clickable..”
“It can’t be! No feedback after following a token?”
“What do these terms mean?”
“I didn’t get any sense of what is the website trying to deliver, and I feel like I can’t focus on the website..”
“Why is there no navigation bar on this website?”
“Can I sort this informationIt seems messy to me.”
“ To be honest, I don’t know which page I am in now, or maybe the website just contains two pages?

GOAL II
/ Can users navigate within Hashbee website?
PROBLEM 1
The website is not self-explanatory, and it increases the cost of users to get familiar with the website.
“Log in and change password these actions seem too casual to me, how can I know my data will not be stolen? ”
“I mean the information the website has is fine, but it is definitely not deep enough. For example, I don’t want to learn that official stuff only, but also some sincere insights from experienced token investors, as well as some external resources for any token.”
“You won’t put all eggs in one bucket, right? Therefore, I would also be interested to see the difference between tokens and then to strategize my investment decisions”
GOAL III
/ Will users retain in the website?
PROBLEM 2
Inappropriate hierarchy —  The website is like a puzzle. It avoids users from finding their own ways.
EXPERT REVIEW
CHAPTER 3
USER INTERVIEW
CHAPTER 4
From the layout perspective, as UX designers we are aware of what we are going to do. However, from the content perspective, where we are like outsiders in this field. In order to figure out the product’s goal, HashBee is going to achieve, we did 5 user interviews. Those interviewees are from tech and financial backgrounds who have already done some investments on the blockchain.
The process is shown as follow:
Interview observation


Interview synthesis


We found out investors’ behaviors are mainly focusing on two spots:

ATTENTION PAYING

> Reading resources like white paper, GitHub, and other official and professional documents


> Hearing KOL(key opinion leader) opinions from social media because their’ content keeps updated (Medium, Quora, Twitter)



> Resources are always from friends’ recommendations




> The credibility of the resources is a big concern




Where do investors pay attention to?

INVESTMENT MAKING

> Investment intention increases when the blockchain market is rising

> Actually every investment decision is made very cautiously — Spending most of the time studying tokens, little amount of the time making investments



> Actually every investment decision is made very cautiously — Spending most of the time studying tokens, little amount of the time making investments




How do investors make an investment decision?


c




INSIGHTS FINDING

CHAPTER 6
PROBLEM 3
The Information that hashBee offer is not valuable enough to maintain a retention rate of users.

After synthesizing all researches we have done above, we proposed a central question to narrow down our design scope:

What helps secondary market investors’ decision making in terms of investing in virtual currency?
Helping blockchain investors to make wise investment decisions.






DESIGN GOAL

CHAPTER 7
IDEATE & ITERATE

CHAPTER 9
Final design

CHAPTER 10
After discussing how to implement those three insights into real products, we found out it is hard to implement all three insights into one product.
Because offering professional information and encouraging free speech are a conflict with each other — One is objective, and the other is subjective.  One is narrative, the other is commutative.
Therefore, what we did was forming two design directions for the founder to pick:






DESIGN PLAN FORMING

CHAPTER 8
CUSTOMIZED
Professional blockchain information + Personal workplace/Panel

Sparklingly insights towards blockchain gathering platform + Communication under customized topics

PLAN 1

PLAN 2

INTEGRATED
&
PROFESSIONAL






FREE SPEAK






Web  

April - September 2018

User interview
Ideation
Project management
Prototyping
Visual design

MY EXPERTISE
APP PLATFORM
DURATION
DESIGN METHODOLOGY & PROCESS
DISCOVER
DEVELOP
DELIVER
DEFINE
Chapter 6  Insight Finding  

Chapter 2  Usability Test

Chapter 3  Expert Review
Chapter 4  User Interview
Chapter 5  Landscape Analysis
Chapter 8 Design Plan forming
  

Chapter 9 Ideate & Iterate  

Chapter 1  Introduction

  

Chapter 10 Final design   

Chapter 7 Design Goal

INTRODUCTION
CHAPTER 1
Hashbee is a blockchain information platform, and this project was conducted after an existing beta version. In our design, we proposed two plans for its further development based on its previous version.
These two plans are aligned with design goals (
customized, integrated & professional, and free speech) we synthesized from our research.
CUSTOMIZED
PLAN 1

PLAN 2

INTEGRATED
&
PROFESSIONAL






FREE SPEECH






Professional blockchain information platform + Personal workplace/Panel


Sparklingly insights towards blockchain gathering Platform/ Forum + communication under Customized topics


Usability Tests


Expert review based on the current sitemap


Affinity diagram synthesized from the previous two



From a

LAYOUT


From a

Aligning the design to users habitual behaviors and conceptual models.
For example, following the conventional design pattern. Let a button be a button, and text is text.
Appropriate endpoints
Easy to access
Making sure users be aware of where they are on the website, and always offering a way to let them exit.
From a Layout Perspective
From a Content Perspective
perspective


From a

Making sure everything is highly related to the product goal that HashBee website tries to achieve.
Making sure everything on the page is meaningful with priorities.
After reviewing and synthesizing all usability tests results, we also did a round of expert review and combining these two sections together, we drew conclusions as guidance to our design. The guidance will be introduced in two perspectives as follow:
How do professional information and high-quality opinions form and look like?
How does virtual currency trading make any difference to it?  
In order to answer the above questions, we did an insight-driven landscape analysis and studied some websites. We listed some products below:

TOKEN TRADING


COMPANY INFO


IDEA SHARING


Summary: Trading tokens






Goal and target users: Huobi is a cryptocurrency financial group, providing safe, professional, trustworthy and world-class services to investors and engineers in a global spectrum.






Feature: Token data, Analysis of token, remodeling the crypto exchange







Huobi






Summary: Read and write valuable articles you are interested in







Goal and target users: Medium is a platform for sharing ideas and perspectives from various fields.





Feature: Customizable reading, quality articles, clean reading experiences.







Medium  






CrunchBase




Summary: Digging into corporations info for Investors and companies






Goal and target users: CrunchBase is a platform for Investors and companies to discover industry trends, investments, and news about global companies from startups to fortune 1000.





Feature: It records data of the world’s companies, unities, and it approaches data collection to leverage a strong community of contributors, in-house data teams armed with powerful machine learning.






LANDSCAPE ANALYSIS

CHAPTER 5
Where do smarter decisions come from
Integrated and professional information creates the base for analysis which helps foresee industries trend.



INTEGRATED
& PROFESSIONAL


Constructive ideas come from communicating among and hearing from intellectual people.





SPEAK FREELY


Research plays a major role in the whole investment process. Its behavior is a personal habit, giving users the power to manage all resources actually help them to achieve their own goal.






CUSTOMIZED


Smarter decisions come from:




INTEGRATED
& PROFESSIONAL


SPEAK FREELY


CUSTOMIZED


PLAN 1
INTEGRATED PROFESSIONAL
PROFESSIONAL BLOCKCHAIN INFORMATION SERVICE
PERSONAL WORKPLACE/PANEL
CUSTOMIZED
CUSTOMIZED



INTEGRATED  & PROFESSIONAL


PLAN 2
SPEAK FREELY
FORUM
CUSTOMIZED
- Sparklingly insights towards blockchain
- Communication under customized topics
SPEAK FREELY


CUSTOMIZED


Forum
Round 1


Round 2


Round 3


Round 2


Round 1


Round 3


Round 4


Information Service/ Personal work panel
Information Service/ Personal work panel
Forum
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Check Out Final Design