Because Bitcoin Redesign

OVERVIEW

Because Bitcoin is an online-based cryptocurrency news and education company that markets itself as a "One Stop Shop For Everything Crypto".

Because Bitcoin began a redesign of its entire advanced cryptocurrency news company with the vision of expanding their social media podcast and blogging website.

The goal of this particular project was to redesign the entire website in time for Consensus 2023 to increase consumers time on page and drive traffic to their paid Discord membership.

ROLE

UI Designer

Comparative Analysis, Wireframing, User Flow Diagram, Prototyping

Duration

February 2023 - April 2023

The Process

Competitive Analysis

To get insight into the market and competition in the field, I made the decision to complete a competitive analysis to compare 3 leading primary and secondary competitors: CoinDesk, Investopedia, and CNBC Finance.

We explored what each of these companies do well, and not so well. Results gave us information on what we could expect from the target audience, important header information, and strengths and weaknesses of their website.

Heuristic Evaluation

To have an understanding on the current websites errors, I completed a heuristic evaluation to optimize the website's usability and effectiveness. I grouped these on a scale of 0-5 based on severity of problem, allowing me to narrow down the scope of this project. This helped me prioritize certain aspects of the site, looking at aspects like Jakob's law, industry conventions, aesthetics, usability, user efficiency, potential drop off rates, and more.

Wireframing

Based on the above problems identified, I worked towards addressing these pains by coming up with potential solutions:

Remove coin tracking section, and instead include a widget "ticker" section (passes industry conventions)
Include a tag filter section for articles (allows for faster navigation)
Make titles more clearly stated (passing of Jakob's Law)
Add a "See More Articles" call-to-action button throughout the landing page (better navigation).

I then mocked up some basic wireframes to showcase and gather feedback from stakeholders and developers.

Developing the Designs

I was given design systems from the developer team to ensure I maintained brand consistency.

I then designed detailed mockups in Figma that enabled stakeholders and developers to collaborate closely and review every element. Some final changes were made that included removing the "Subscribe to Newsletter" button and opting to implement a 'sign in' and 'sign up' button.

I collaborated closely with the Front End Developer to define any additional interactions that were not included in the high-fidelity mockups. To ensure that the implementation of each front-end ticket was consistent with the designs, I conducted a thorough UX review before it was released.

The final design was developed using NextJS, with a subscription authenticator and SanityCMS integration..

Launching of the new site allowed Because Bitcoin to reduce page load time from 8.3 seconds to 0.9 seconds, reducing bounce rate by 60% and increasing daily revenue growth by 28%.