5 fails and how to fix them – ClearTips
Digital currency exchange Coinbase has probably done the most to push cryptocurrency closer to the mainstream, valuing $ 8 billion by private investors along the way. The company is reportedly eyeing a public listing next year, and inadvertently doing a lot of the right. However, this does not mean that its product experience is perfect. Far from it, in fact.
In our latest UX With the help of Faddown, Built in Mars founder and UX expert Peter Ramsey, we uncover some of Coinbase’s biggest user experience failures and provide ways to fix them. Many of these lessons can be applied to other existing digital products or those you are currently building, including the need to avoid the “get started” trap, the importance of providing feedback, why the familiar often wins And other theories.
The Gate Started ‘Mesh
If you’re really teaching users something, just use a CTA like “get started” or “learn more”.
Unsuccessful: Coinbase Not really on any ship – but it seems that it does. It has a very prominent “start” CTA, which actually puts bitcoins in your basket. This is not helping you get started, it is nothing more than an onboarding Trojan horse.
The fix: It’s simple: Don’t lie in your CTAs. You won’t have “email support” as a CTA, and then just show the user a bunch of FAQs.
Steve O’Hear: It sounds like another classic “bait and switch” and cheeks of dark pattern design. However, what if it really works to get users on line and buy their first bitcoins? Growth hackers, fun, no?
Peter Ramsey: You are absolutely right, it can convert better. From a business point of view, it can be a fantastic little growth hack. However, converting something well does not mean that it was a good experience for the user. Look at clickbait-y journalism – it gets more eyeballs, but people are generally not happy with what they read.
I believe that having a great product in the long run will lead to better performance than a short term development hack.
As a general rule of thumb, all “states” – for example, the success / failure of an action – need to provide feedback to the user.
Failing: After adding a card, you click “Add Card” and … it takes you back to the homepage. There is no information if it was successful or not. The user has no awareness if the task they were trying to perform failed and they need to be redone. This is a real problem with digital products: all feedback must be thought through and created.
Fixed: During the design phase, consider the situation and what the user wants feedback on. For example, if they added only one item to their “wish list”, how would you show them that the action was successful?