Kraken

Responsive Web Redesign

Kraken

Responsive Web Redesign

Making Crypto Mainstream

Project Overview

Making Crypto Mainstream

Making Crypto Mainstream

As one of the largest and oldest Bitcoin exchanges in the world, Kraken is consistently named one of the best places to buy and sell crypto online.

Between the hacks and the hype, cryptocurrencies have remained shrouded in mystery for mainstream customers. Kraken wanted to be the brand to unlock that world, making it accessible to the many.

As one of the largest and oldest Bitcoin exchanges in the world, Kraken is consistently named one of the best places to buy and sell crypto online.

Between the hacks and the hype, cryptocurrencies have remained shrouded in mystery for mainstream customers. Kraken wanted to be the brand to unlock that world, making it accessible to the many.

As one of the largest and oldest Bitcoin exchanges in the world, Kraken is consistently named one of the best places to buy and sell crypto online.

Between the hacks and the hype, cryptocurrencies have remained shrouded in mystery for mainstream customers. Kraken wanted to be the brand to unlock that world, making it accessible to the many.

Role

Role

Role

UX Design

UX Design

UX Design

Design Team

Design Team

Design Team

Kelly Bignell-Asedo, Antonin Collard, Sylvain Theyssens, Michael Salmon

Kelly Bignell-Asedo, Antonin Collard, Sylvain Theyssens, Michael Salmon

Kelly Bignell-Asedo, Antonin Collard, Sylvain Theyssens, Michael Salmon

Created

Year

Year

BBH NY, 2018

2019, BBH NY

2019, BBH NY

The Goal

Humanize the company’s highly complex technology offering to increase account sign-ups

The Goal

Humanize the company’s highly complex technology offering to increase account sign-ups

The Goal

Humanize the company’s highly complex technology offering to increase account sign-ups

The Obstacles

How do you humanize a complex technology product?

To inexperienced eyes, crypto exchange can look like an overwhelming beast with its complexity. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs based on their experience level. On one side you had the beginners who wanted a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side, you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Obstacles

How do you humanize a complex technology product and appeal to four personas?

To inexperienced eyes, crypto exchange can look like this overwhelming beast and the complexity behind it is enough to intimidate new users from going anywhere near it. Kraken was striving to make crypto accessible to all user levels, which meant we were designing an experience for four very different personas - Beginner, Intermediate, Advanced and Institutions.

Each persona had their own set of needs depending on how familiar they were with crypto. On one side you had the beginners and intermediates who were there just to get a piece of the action, but didn't want to go down the complex rabbit hole of knowing every detail about crypto. Then on the other side you had advanced users and institutions who were already trading regularly and wanted detailed, technical information quickly accessible.

The Solution

Put the power in the hands of the user

We designed a new site that houses four distinct personas and invited them to choose between different paths into the experience. In a conversational style, we provided the right level of information and guidance, based on the user’s familiarity with crypto.

We also used unique illustrations to bring humanity and personality, while maintain a sleek and simple feel that works across multiple markets.

The Solution

Put the power in the hands of the user

We designed a new marketing site that houses four distinct personas and invited them to choose between different paths into the experience. In a conversational style, we provided the right level of information and guidance, based on the user’s familiarity with the crypto world.

We also used a unique illustrations to bring humanity and a strong personality in a way that still feels sleek and simple, but also works across multiple markets.

The Solution

Put the power in the hands of the user

We designed a new marketing site that houses four distinct personas and invited them to choose between different paths into the experience. In a conversational style, we provided the right level of information and guidance, based on the user’s familiarity with the crypto world.

We also used a unique illustrations to bring humanity and a strong personality in a way that still feels sleek and simple, but also works across multiple markets.

The Solution

Put the power in the hands of the user

We designed a new marketing site that houses four distinct personas and invited them to choose between different paths into the experience. In a conversational style, we provided the right level of information and guidance, based on the user’s familiarity with the crypto world.

We also used a unique illustrations to bring humanity and a strong personality in a way that still feels sleek and simple, but also works across multiple markets.

Homepage Wireframes

Choose your own adventure

Upon landing on Kraken's homepage, the user is invited to select a path through four illustration cards with insights, or continue scrolling down for intermediate level content.

Homepage Wireframes

Choose your own adventure

Upon landing on Kraken's homepage, the user is invited to select a path through four illustration cards with insights, or continue scrolling down for intermediate level content.

Homepage Wireframes

Choose your own adventure

Upon landing on Kraken's homepage, the user is invited to select a path through four illustration cards with insights, or continue scrolling down for intermediate level content.

Kraken – Home Desktop

This allows users to have peronalized content catered to their specific needs and level of experience.

Beginner

Iphone – Beginner Home 2x

Intermediate

Iphone – Intermediate Home 2x

Advanced

Iphone – Advanced Home 2x

Institutions

Iphone – Institutions Home 2x

Coin Prices & Chart Detail Wireframes

Balancing between beginner and advanced

When designing the coin list and chart details screens we needed to strike a balance between keeping it simple, so we don't overwhelm beginners, but also have access to detailed technical information for advanced users.

Desktop – Kraken – Coin List
Desktop – Kraken – Chart Details

Content Wireframes

Supported by over 20 content variations

Kraken is a thought leader and a resource hub for all levels of users. This meant they had dozens of content heavy pages that need to be designed for easy reading and without removing any of the important or technical information any of the users may need.

Below are just a few examples of the wide variety of content types we designed that could accomodate almost anything that Kraken produced in the near future. 

Content Wireframes

Supported by over 20 content variations

Kraken is a thought leader and a resource hub for all levels of users. This meant they had dozens of content heavy pages that need to be designed for easy reading and without removing any of the important or technical information any of the users may need.

Below are just a few examples of the wide variety of content types we designed that could accomodate almost anything that Kraken produced in the near future. 

Kraken – Tabs and Charts Component
Kraken – Desktop – Press2x
Desktop – Kraken – Features
Desktop – Kraken – Cryptowatch

Summary

A crypto exchange for everyone

With the challenge of accommodating very different needs and experience levels, we created a look and feel that allows the brand to express its personality and give the most relevant information to the user at the right time.

Visit Kraken.com yourself to explore the crypto waters.

Summary

A crypto exchange for everyone

With the challenge of accomodating four personas with very different needs and experience, we created a minimal, functional look and feel that allows the brand to express itself with a strong personality and give the most relevant information to the right user to keep everything approachable.

Visit Kraken.com yourself to explore the crypto waters

Summary

A crypto exchange for everyone

With the challenge of accomodating four personas with very different needs and experience, we created a minimal, functional look and feel that allows the brand to express itself with a strong personality and give the most relevant information to the right user to keep everything approachable.

Visit Kraken.com yourself to explore the crypto waters

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© Pippa Lyttle

© Pippa Lyttle

© Pippa Lyttle