Yellowcard

About Yellow Card

Yellow Card is the largest and first licensed stable coin on/off ramp in Africa. The company provides secure and cost-effective methods to buy and sell USDT, USDC, and PYUSD via your local currency directly, and through our Payments API.

I joined the company in 2022 as the Lead onboarding designer when the company was just about to rebrand, aligning it’s onboarding flow to the new brand and also using the opportunity to redesign the company’s onboarding flow both for the web and mobile app.

The Challenge

I just joined the company in 2022 at a point where the company is trying to secure Series B funding and also rebrand to have a clear brand representation across the 18+ countries where they are operating.

At this point, the company has a low onboarding conversion rate and also has quite a number of specific issues in the onboarding flow that are country-specific, platform-specific, and also region-specific in Africa.

Old Onboarding screens

The first step I took was to engage in conversations with key stakeholders, including the Marketing team, Customer Support, and country managers. This helped me understand the issues they reported and observed through our data analysis tool, Mixpanel. Below are some of the issues identified with the old app.

Usability Testing session

I conducted usability testing sessions with customers from various countries. During these sessions, I had conversations with them and observed their interactions with the application. This allowed me to identify several pain points, which I then used to improve the existing flow. Here are some of the observations:

Why?

While our current brand has got us this far, we’re now reaching for the next chapter, so we needed our brand to feel fresh, approachable and professional.
We held an internal, cross-functional workshop to uncover the pain points we had with our existing brand, and decided to create a brand that’s diverse, inclusive, young & fresh, yet still exudes sophistication, just like our customers. You can read more here

The new brand also influenced the direction of new onboarding flow capturing the essence of the rebrand and solving core customer problem.

Updated UX flow

Many insights identified during the empathize phase were implemented in the new flow and used to enhance the new designs. These improvements include options such as selecting their language and enabling biometrics.

Final Designs(Mobile & Web)

Interactive Mobile Prototype

Result & Impact

I redesigned the account creation flow for mobile & web, which helped the company marketing team onboard customers faster across our 16+ countries. Upon the new design implementation, there was a massive spike in the number of new customers acquired monthly.

After six months, the company reached one million new users in September 2022. The good UX of my account creation flow was identified as a significant contributor to this success and highlighted in news clippings.  See the screenshot from the news clipping below of an interview with Yellow Card CEO Chris Maurice

Yellow Card reached it’s best ever yet conversion rate.

Let's get to work

Thank you for taking the time to look through my work. Please feel free
to contact me at any time if you have any queries or would want to
discuss new opportunities.