2026Healthcare
Take Therapy
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3 steps
Down from 7. Booking complete in <90s.
Redesigning the booking flow for Take Therapy.
CryptoMobile AppCryptoFintech
Enrichplay — a crypto wallet for first-time users
Designing a tokenization wallet that onboards first-time crypto users in under 4 steps.
Year
2024
Role
Lead UX/UI Designer
Duration
8 weeks
Platform
iOS · Android · Web
Methods
Interviews · Usability Testing · Design System
Tools
Figma · Notion · Loom
01Overview
The TL;DR.
Problem
First-time crypto users dropped at 27% onboarding completion — the seed-phrase step terrified newcomers and tanked conversion.
Approach
Reframed recovery as a feature, not a safety screen — hid jargon, deferred power-user controls, made backup the easiest moment in the flow.
Impact
Onboarding completion 27% → 71%. Time-to-first-asset under 4 minutes. Week-1 retention +26%.
02Context
The business problem before the design problem.
Enrichplay is a Series A crypto startup with a tokenization wallet that had shipped to strong PMF among power users — but first-time crypto buyers were abandoning at the seed-phrase step. The product worked for the people who already understood self-custody; it actively scared everyone else.
The CEO needed onboarding fixed before their next funding round. The team's hypothesis was that the 12-word seed phrase was the killer. I was brought in for an 8-week sprint to validate that hypothesis, redesign the flow, and ship before the round closed.
03Role & Team
What I owned, and who I worked with.
- Owned:Research with first-time crypto users, IA, all visual + interaction design, design system tokens + components, usability testing, dev handoff.
- Co-owned with PM:Problem framing, scope discipline, success metrics, weekly demos to the CEO.
- Influenced:Cryptographic recovery architecture, copy strategy, "Advanced" power-user surface.
- Not in scope:Trading UI, DeFi power features, multi-chain config beyond the "Advanced" toggle.
Team
M
Me (Masfa)
Lead UX/UI Designer
V
Vikram S.
Product Manager
R
Reza M.
Lead Mobile Engineer
K
Kenji T.
Cryptography Engineer
L
Lina P.
CEO (sponsor)
04Process
Eight weeks, four phases, Double Diamond.
Discover
Week 1-2
User research
14 interviews with first-time crypto users, funnel analytics, support ticket synthesis.
Week 2
Competitive audit
Coinbase, MetaMask, Phantom mapped on onboarding clarity.
Define
Week 3
HMW + principles
Recovery reframed as a feature; jargon-hiding principle set.
Develop
Week 4-5
Concepts + wireframes
3 concepts explored, conversational-with-chips chosen.
Deliver
Week 6-7
Hi-fi + system
Final designs, 5 new tokens, 7 reusable wallet components.
Test
Week 8
Test + handoff
Moderated UT with 8 first-time crypto users, 2 iterations, dev handoff.
05Discover · Research
Three insights that reframed the problem.
The team's hypothesis was "seed phrases are scary." Research surfaced something more specific: it wasn't the words, it was asking users to take cryptographic responsibility before they had a wallet to protect.
5.1 Methodology
Qualitative
User interviews
- Participants 14
- Recruited via UserTesting + Twitter outreach
- Criteria never owned crypto before
- Format 45-min remote (Zoom)
- Synthesis Affinity diagram, 5 themes
Quantitative
Analytics & support audit
- Drop-off funnel (Mixpanel) 120 days
- Support tickets reviewed 420
- Session recordings (FullStory) 68
- App-store reviews mined ~900
- Onboarding completion baseline 27%
5.2 Primary personas
Aliya · 26 · Lahore
First-time crypto user · scared of losing money
"I want to try crypto but I'm terrified I'll lose my keys and lose everything."
Goals
Buy first token in under 10 minutes · Understand what a seed phrase is · Trust the recovery flow
Frustrations
Crypto jargon · Fear of irrecoverable mistakes · Unfamiliar UI
Faraz · 34 · Dubai
DeFi tinkerer · multi-wallet workflow
"I'm already in 4 wallets. Why should I add this one?"
Goals
Quick imports from MetaMask · Multi-chain visibility · Power features behind a click
Frustrations
Onboarding wizards for advanced users · Re-entering tokens · Slow chain switching
5.3 Current-state journey map · Aliya
01
Sign up
02
Seed phrase setup
03
Fund wallet
04
Pick first token
05
First swap
Action
Email + password account.
Generates 12-word seed phrase. User must write down.
Connects bank or copies wallet address.
Browse tokenized assets, pick first.
Confirm swap, view balance.
Emotion
😊 Hopeful
😰 Anxious
😐 Wary
🙂 Curious
🎉 Proud
Pain points
Low friction.
"This is where 41% drop off."
Banking integration is slow.
Decision paralysis on which token.
Most users who reach here come back.
5.4 Competitive audit
[ Coinbase · screen ]
Coinbase
✓ Best-in-class onboarding for fiat.
✗ Custodial — users don't own their keys.
[ MetaMask · screen ]
MetaMask
✓ Self-custody, multi-chain.
✗ Onboarding terrifies first-timers; technical jargon front and centre.
[ Phantom · screen ]
Phantom
✓ Beautiful UI, social signing.
✗ Solana-only; limited beyond that ecosystem.
06Define
From insight to a How Might We.
Problem statement
"How might we get a first-time crypto user to their" first tokenized asset in under 4 steps
6.1 Design principles
01
Hide the jargon
Plain language by default; show "seed phrase" terminology only when it matters.
02
Recovery is a feature
Make backup/recovery the easiest, friendliest moment in the flow — not the scariest.
03
Defer the power users
Multi-chain, advanced gas controls, manual RPC — all behind a single "Advanced" toggle.
6.2 Success metrics — defined upfront
Primary
→ +30% completion
Baseline: 27% · Goal: 60%+
Secondary
< 4 min time-to-first-asset
Baseline: 12 min
Guardrail
No drop in backup
Seed-phrase-backup completion must stay ≥95%
6.3 Information architecture · before → after
Before
Onboarding
→ Account
→ Seed phrase + 12-word memorization quiz
→ Bank link
→ Token marketplace (200 options)
→ Manual gas + chain selection
→ First swap
After
Onboarding
→ Account
→ Recovery wallet (1-tap iCloud/Google backup)
→ "Try a $5 swap" guided flow
After first swap
→ Bank link (optional)
→ Full token marketplace
→ Power-user toggles
07Develop · Concept exploration
Three concepts, one shipped.
[ Concept A · wizard ]
A · Wizard with explainers
Felt long and patronising. Users complained "I get it, stop explaining." 12 screens were 8 too many.
CHOSEN[ Concept B · conversational ]
B · Conversational with chips
Wins on perceived speed. Each card is one decision. The seed-phrase moment becomes "let's back up your wallet."
[ Concept C · dashboard ]
C · Single-screen dashboard
Overwhelming on mobile. Too many concepts visible at once. Killed after sketch review.
7.1 Iteration timeline · the "Seed phrase backup" screen
v1
Show the 12 words, ask user to confirm 4 random ones
Killed: 38% of users gave up at the confirm step.
v2
iCloud/Google encrypted backup, no 12 words shown
Killed: Crypto-native users distrusted "where are my keys?"
v3
Encrypted backup PLUS view-and-write-down option
Shipped: Default safe path for newbies; opt-in manual backup for power users.
08Design System
What I added to the system.
The redesign didn't ship as one-offs. Every new pattern became a reusable component in Enrichplay's Figma library, used by both the wallet and the upcoming DeFi product squad.
New tokens added (5)
color/feedback/safe-recovery
#D9E8E2
color/accent/trust
#5B7B9B
color/surface/encrypted
#F5F0E3
elevation/wallet-card
0 24px 48px rgba(91,123,155,0.08)
radius/seed-card
24px
Reusable components (7)
RecoveryCard
used 4 places
SeedRevealModal
used 2 places
TokenSwapCard
used 6 places
ChainSwitcherPill
used 3 places
RiskBadge
used 5 places
BalanceTickerCard
used 8 places
BackupNudgeBanner
used 3 places
09Deliver · Annotated final designs
The shipped flow, screen by screen.
[ recovery wallet setup · final ]
Recovery first, jargon never.
The 1-tap iCloud backup happens before users see the words "seed phrase."
The 1-tap iCloud backup happens before users see the words "seed phrase."
Opt-in advanced.
Power users can still write down the 12 words via a "See my keys" link below the primary CTA.
Power users can still write down the 12 words via a "See my keys" link below the primary CTA.
Risk badge.
Real-time signal: "Backup complete · low risk" shifts to amber if backup is skipped.
Real-time signal: "Backup complete · low risk" shifts to amber if backup is skipped.
10Usability Test
Eight users. Three scenarios.
Moderated remote testing via Zoom with 8 first-time crypto users. Two iterations during the test week — the seed-phrase reveal modal added a 'why does this matter?' explainer after session 3 when participants kept asking the same question.
Task scenarios + outcomes
- Set up Enrichplay for the first time, with backup.8 / 8
- Buy your first tokenized asset for $5.7 / 8
- Recover your wallet on a new device.6 / 8
Quant results
3:47
Median time-to-first-asset (down from 12:00)
82
SUS score (above fintech avg of 71)
100%
Task-1 completion (was 27% pre-redesign)
0
Severity-1 usability issues
11Accessibility
WCAG 2.2 AA, end-to-end.
Financial products carry a duty to be reachable by everyone, especially when the stakes are 'lose your money forever.' Every screen of the new flow passed automated (axe-core) and manual (VoiceOver + TalkBack + Keyboard) audits before merge.
✓
Contrast
AA
All amounts/balances meet 4.5:1; recovery copy at 7:1
✓
VoiceOver
100%
Seed phrase screen tested specifically with screen readers
✓
Tap targets
≥ 44pt
All wallet actions above HIG minimum
✓
Reduced motion
Respected
Confetti/celebration animations skip
12Impact
What shipped, and what changed.
4 steps
Down from 8 — first asset acquired in under 4 minutes for median user.
Source: Production funnel, 30-day post-launch
+44%
First-time onboarding completion (from 27% to 71%).
Source: Mixpanel, 60-day window
+26%
Week-1 retention from new sign-ups.
Source: Cohort analysis, 90 days
-58%
Drop in support tickets tagged "seed phrase" or "lost wallet."
Source: Zendesk, 60-day window
"Masfa turned our scariest screen into our most-liked one. Users now tell us the recovery flow is the reason they stayed."
[ Client Name ]
[ Role · Enrichplay ] — replace with real attribution
13Reflections
What I would do differently next time.
What worked
- Treating recovery as a "feature" instead of a "safety screen" — totally changed the design lens.
- Running the test cohort with real first-time crypto users (not just power users) — surfaced the jargon problem early.
- Pairing with engineering on cryptographic constraints in week 1 — caught the iCloud encryption requirement before the design was locked.
What I would do differently
- Build a multi-language test cohort from the start — Enrichplay has strong APAC user base, and recovery copy didn't always translate cleanly.
- Define power-user signals in week 2 — we shipped the "Advanced" toggle generic; specific signals (multi-chain users, > $1k balance) would have been clearer.
- Test on slower Android devices earlier — animation perf was a surprise in the final week.
13.1 Acknowledgments
Big thanks to Vikram (PM) for ruthless scope discipline, the Enrichplay engineering team for tag-teaming the cryptographic recovery flow, and our 14 first-time crypto user-test participants for honest, uncomfortable feedback. None of this ships without them.
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