Axen Life

May 2024 – July 2024

My Role: UX, Visual Design, User Research

Project Vision

Axen Life is a comprehensive financial app designed to provide users with tools for managing crypto and forex investments. Despite its robust capabilities, early feedback highlighted issues with navigation and user comprehension, leading to confusion, especially for first-time users.

Challenge: Users found Axen Life difficult to navigate and struggled to understand its features, particularly those new to investing. The challenge was to make the app’s interface more intuitive and improve the onboarding process to better guide users through its capabilities.

Solution: We redesigned the Axen Life app by introducing an onboarding tutorial for new users, streamlining the dashboard for easier navigation, and improving the clarity of financial data to make the app more approachable for users of all experience levels.

Why Axen Life?

Axen Life offers a range of financial services, from crypto trading to instant withdrawals, but its complexity created a barrier for potential users. Many finance apps focus on specific user groups, but Axen Life seeks to cater to a broad range of investors. By making the app easier to use and enhancing the onboarding process, we ensured that users could fully utilize Axen Life’s powerful features, regardless of their experience level.

User Cases

I held interviews and live prototype tests with a group of nine participants, including crypto traders and software testers. These users provided insights into their challenges with the app’s interface, including difficulties with navigation and understanding financial terms. Feedback from company stakeholders was also collected to ensure that the redesign aligned with Axen Life’s business goals.

Initial research revealed that users valued simple, clear interfaces and wanted features like intuitive navigation, helpful tutorials, and transparency in financial data.

User Journey

Pain Points

Comprehension: New users had difficulty understanding the app’s features and were unsure of how to navigate it effectively.
Navigation: Users wanted a more intuitive interface that clearly displayed key financial data and actions.
Usability: Many features were hard to locate, and the complexity of certain financial terms made the app feel inaccessible to novice investors.

Competitive Audit

	E-Trade	Binance	Axen Life
Intro tutorial	●	●	●
User-friendly dashboard	●	●	●
Virtual debit card		●	●
Monthly returns up to 3%			●
Instant cash withdrawals			●
Transfer between accounts	●	●	●

Version 1

Usability Study Findings

I conducted three rounds of usability studies to refine the Axen Life app’s design, focusing on improving the user experience and addressing key pain points.

Round 1:

Redesigned product cards from vertical to a swipeable horizontal layout.
Added the AxLog directly on the dashboard.
Improved navigation, but users found some terminology confusing.

Round 2:

Introduced an onboarding tutorial for first-time users.
Added arrows to product cards to indicate swipe functionality.
Simplified terms, such as renaming “AxLog” to “Transactions,” improved clarity, but some icons still lacked visual clarity.

Round 3:

Increased contrast on the dashboard for better readability.
Added info icons to clarify key features.
Refined the tutorial to better explain benefits, resulting in users finding the app intuitive and easy to use.

Solution

Comprehensive Onboarding Tutorial: A step-by-step guide introduces new users to the app’s features and financial services, making them more comfortable with the platform from the start.

Enhanced Dashboard: The new dashboard provides quick access to key financial data, such as account balances, transaction history, and investment performance, in a user-friendly layout.

Swipeable Product Cards: Users can now easily swipe through various products and services on the dashboard. User testing revealed that larger icons and a horizontal layout improved navigation efficiency.

Improved Financial Transparency: We replaced technical terms with simpler language. For example, “AxLog” was renamed “Transactions,” making it easier for users to track their financial activities without confusion.

Quick Filters & Data Sorting: Filters were added to the transaction history and investment performance screens, allowing users to quickly sort through their data and access relevant information with ease.

Prototype

An interactive prototype was developed to showcase the new onboarding tutorial and enhanced dashboard features made for Version 2. The prototype allowed users to experience the simplified navigation and intuitive design firsthand, and their feedback helped refine the final product.

Branding

I retained Axen Life’s original color scheme and branding elements to ensure continuity, but modernized the app’s design to enhance user experience. Clean, bold typography and high-contrast icons were used to improve readability and help users easily navigate through financial data.

Takeaways

Resigning the Axen Life app taught me the importance of balancing user-friendly design with the complexity of financial products. Through user research and iterative design, I was able to create a solution that made the app more intuitive for first-time users while preserving its comprehensive capabilities. This project highlighted the need for clear communication and ongoing feedback to deliver a seamless user experience in a financial app.