Linity — exploring crypto opportunities
Researching and designing a product for people with very different levels of crypto knowledge.
Context and my role
I joined ICEO shortly before the launch of Linity. Working in a cross-functional team, I contributed to discovery workshops and project documentation, conducted research, and designed mockups and prototypes in Figma.
The wider team included two UX designers, two UI designers, eight developers, two project managers, four Web3 experts, and three growth consultants. My focus was UX design, research, and product discovery.
The problem
- How could the product introduce crypto opportunities to a wider audience?
- How could beginners understand both the opportunities and the risks?
- How could experienced users filter out noise and find relevant information quickly?
Recruiting and understanding users
I created a questionnaire in UsabilityHub covering crypto and blockchain knowledge alongside broader investment experience. Responses helped screen participants and understand crypto’s place within their investment activity.
Working with the team, we reached investor communities through social channels and identified around forty potential participants, grouped by their experience and approach to investment.
I conducted more than fifteen discovery interviews and around fifteen further interviews discussing Figma prototypes. I prepared the scenarios and involved other team members in the sessions.
Findings that shaped the design
- Interest in crypto did not necessarily imply an understanding of blockchain or Web3.
- Beginners needed clearer language, guidance, and explanations of unfamiliar terms.
- Experienced users wanted a faster route to relevant opportunities.
- Privacy and anonymity mattered strongly to participants.
Translating research into product decisions
I focused on two primary groups: crypto novices and experienced users. This distinction informed the product’s communication, particularly on the home page, and the paths users could take through the information.
The design emphasized clear information architecture and selected content to reduce noise. Content developed with Web3 experts aimed to explain both potential benefits and risks.
Methods and tools
The work ran for more than ten months, including over three months of discovery and research and seven months of design and testing.
Tools included Figma, Miro, UsabilityHub, Hotjar, GA4, Jira, and Confluence.
What this work demonstrates
This project shows how I use research to distinguish user needs and translate them into information architecture, communication, and prototype decisions within a multidisciplinary team.