Everest Gold is an innovative gold trading platform focused on making gold ownership accessible to everyone. Through convenience and affordability, it enables users to buy and sell fractional gold (as little as 0.01g, or ~$0.60) using blockchain technology.
To enhance the overall user experience, Everest Gold conducted a 3-month international beta test with over 25,000 participants. This data was used to identify areas for improvement and guide a comprehensive redesign.
Beta user feedback highlighted key friction points within the Everest Gold platform, presenting an opportunity to optimize the experience and empower a broader range of investors.
The redesigned interface's emphasis on empowering novice users translated into rapid growth and engagement. Within 6 months of launch, key metrics included:
While industry benchmarks for the gold trading niche are limited, these figures demonstrate significant market penetration and user engagement. This rapid growth highlights the redesigned interface's effectiveness in reducing barriers for first-time precious metals investors.
This redesign took place in the midst of the COVID-19 pandemic, a period of rapidly shifting business models and market uncertainty. To ensure alignment, timely decision-making, and clarity for the development team, I proactively mapped user flows and created detailed screen designs for various scenarios. This approach was crucial in navigating indecision, misaligned expectations, and constantly changing priorities. Despite these challenges, we successfully delivered the project within the given timeframe.
This redesign took place in the midst of the COVID-19 pandemic, a period of rapidly shifting business models and market uncertainty. To ensure alignment, timely decision-making, and clarity for the development team, I proactively mapped user flows and created detailed screen designs for various scenarios. This approach was crucial in navigating indecision, misaligned expectations, and constantly changing priorities. Despite these challenges, we successfully delivered the project within the given timeframe.
To address the identified user experience challenges, I established three guiding principles for my redesign:
Throughout this process, I was mindful of key constraints, including:
The Battle Bounty MVP, with its pilot "Battle to the Dev(s)" event, was received enthusiastically:
Despite Crabada’s sunset due to external funding constraints, Battle Bounty held significant potential for sustainable growth and engagement, which was proven by the MVP results.
The Battle Bounty system's MVP, despite its quick development, was designed to lay the foundation for significant expansion, aiming to become a cornerstone of Crabada's growth, with a clear vision for its evolution:
Time-limited bounties featuring prominent crypto figures and projects would establish a compelling proof of concept, paving the way for partnerships with diverse brands across crypto and beyond.
These partnerships open the door to:
The goal was to go beyond rewarding gameplay; I aimed to deepen immersion in Crabada's world. The Bounty Board would become a tool for dynamic storytelling:
The Importance of Agility: The urgent need to revitalise Crabada highlighted the importance of being able to pivot our approach rapidly. Repurposing existing assets and finding inspiration in unexpected places allowed us to deliver a successful MVP under tight time constraints.
The Power of Play: The Bounty Board validated the importance of designing for replayability. Its fast-paced, "one more time" appeal demonstrated the power of a compelling gameplay loop in fueling player excitement and retention.
Partnership-Oriented Design: From the outset, the Bounty Board was envisioned as a platform for collaboration and revenue generation. By prioritising features that create intrinsic value for players, sponsorship opportunities organically emerge, allowing for sustainable growth that benefits both players and the game's long-term health.
Market Realities & Resource Management: The Battle Bounty project underlined the importance of aligning ambitious development visions with market realities and financial sustainability. This experience taught me how to plan for potential roadblocks and creatively adapt iterative design strategies when resources are limited.
Thank you for taking the time to explore this case study. I hope you enjoyed seeing my thought process and ideas! If you're seeking someone passionate about driving engagement through innovative product and marketing solutions, let's explore how we can build exciting experiences together!