Roqqu
MY ROLE
UX Lead - Interaction Design, Visual Design, User Flows, Rapid Prototyping
DELIVERABLES
Component Libraries
User Interviews
High Fidelity Designs
TEAM
Illustrators
Designers
Markerters
Product Managers
Developers (Web and Mobile)
YEAR
2022 - Now
Expanding Roqqu’s presence in Africa and Europe was no small feat. When the opportunity to scale the platform came up, the challenge was clear: create a seamless, secure, and intuitive experience for users across vastly different regions in just six months.
It was an ambitious timeline, and the stakes were high.
User research revealed key issues: new users struggled with onboarding, and security concerns eroded trust, with some falling victim to scams due to unclear navigation. Rebuilding trust became our priority.
I led roadmap planning and facilitated stakeholder meetings, aligning teams on a redesign strategy to address these pain points while meeting business goals.
In late 2022, we teased the expansion by revamping the website and aligning the UI across platforms for consistency. Collaborating with the branding team, we quickly integrated new assets. Early versions on TestFlight and staging sites allowed users to preview and provide feedback.
In early 2023, we focused on understanding users better. I led usability tests to identify drop-off points, uncovering issues like a complicated KYC process, limited educational resources, and missing tools for informed decisions.
We prioritized redesigning the KYC process, adding step-by-step guidance and automated real-time verification to make onboarding smoother and more user-friendly.
I collaborated with the Roqqu team to create a basic design system with core components, typography, and a simple color palette. This ensured consistency and scalability across all digital products. By creating reusable components, I facilitated collaboration, enabling the team and me to design visually cohesive and high-performing interfaces efficiently.
Every decision was data-driven. We collaborated with developers through daily build reviews to ensure functional, intuitive designs. Navigation and interactive elements were streamlined for clarity.
To address security concerns, we added clear transaction labels and tools like a rate checker, network checker, and transaction tracker, giving users real-time information and reducing risks.
We introduced Qash to simplify fiat currency conversions, addressing a key user pain point. Previously buried in the crypto section, fiat functionalities were hard to access.
To fix this, we separated fiat and crypto into distinct sections on the homepage. Qash tools were moved to their own area, streamlining fiat transactions, while the crypto section focused on digital asset management. This redesign improved clarity and efficiency, making currency conversions seamless.
Throughout, collaboration was the backbone of success. Working with cross-functional teams, I ensured designs met business goals while addressing user needs. Feedback loops were constant. From TestFlight releases to user surveys, every iteration was shaped by real-world insights.
By mid-2023, the redesigned Roqqu platform launched, featuring a simplified interface, stronger security, and tools like Qash. User engagement and adoption in Africa and Europe exceeded expectations, establishing Roqqu as a trusted platform for digital asset trading.
45%
Increase in daily active users, indicating higher user involvement and interest in the platform.
60%
Increase in the adoption rate of these features, demonstrating their effectiveness.
30%
Drop in queries, indicating clearer, more intuitive design and better user understanding.
20%
Increase in user satisfaction scores, measured through surveys and feedback tools.
Leading the product design at Roqqu has been a rewarding challenge. From redesigning the homepage to adding gamified features and simplifying investments, we’ve worked to make cryptocurrency more accessible and engaging.
These efforts boosted user engagement and sign-ups, showcasing our impact. Despite challenges like meeting diverse user needs and staying ahead of trends, this role has been an inspiring journey of creativity and growth in fintech.
Every elements made with love
