UX Design Review


the challenge

Within two hours, I aimed to collect user feedback, collate and analyze user data, and propose design requirement changes for the BlockFi mobile app.

The Outcome

Structured user feedback from App Store/Google Play Store & 3rd party reviews. Created a 2x2 matrix depicting proposed design changes, and a deeper look into feature request designs.

Design process:
table of contents

1. Collating User Feedback

2. Organization & Analysis of Feedback

3. Feedback Categorization (2x2 Matrix)

4. Design Requirements

5. Feature Improvement Recommendations

collating user feedback

When 1:1 User Research... Isn't An Option

app store reviews

I read through and collated feedback from 10+ reviews from the BlockFi App Store page. I chose user reviews that spanned from 5 to 1 stars, to allow for a breadth of experiences.

google play store reviews

I followed the same process of collating Google Play Store reviews for the BlockFi app for Android. Again, I included the breadth of experiences from 1 to 5 star reviews.

external reviews & comparisons

Additionally, I collated information from reviews on Investopedia, Nerdwallet, and Fool.com. These third-party reviews give a fairly unbiased opinion of BlockFi without being daily users themselves.

organization & analysis

Sending Feedback Through the Machine

raw feedback analysis

In Google Sheets, I included feedback from App Store user reviews, and added in tallies for frequency of feedback expressed.

feedback categorization

I then categorized feedback by Pro/Con, Specific/General, and finally Category that the feedback addresses. The following categories were identified as particularly relevant:

- Overall Usability
- Customer Service/Security
- Credit
- Wallet
- Loans
- Checking/Interest

kanban organization

Using a Kanban Board, I categorized feedback based on Category (described above). These categories allowed me to formulate a 2x2 matrix that channeled the design process towards features that were general (applied to many users), and were given high priority in terms of feature chronology.

chronology of blockfi products

loan product

interest account


blockfi credit

blockfi debit

peer-to-peer payments

Based on this timeline of product launches, priority is given to products that have been on the BlockFi platform for longer, as well as feedback or feature requests that are more general in nature (rather than one-off specific bug fixes or features changes from a few number of users).

feedback categorization

The Infamous 2x2 Matrix

As I sifted through feature requests based on the analyses above, I wanted to prioritize feature requests that had two features:

1. The request pertained to a product that has been a part of the BlockFi family of products for a long time.
2. The feedback was general rather than specific in nature, pertaining to more users and interactions than specific requests.

As shown above, general design requirements associated with older products that I identified are:


Displaying market analytics for individual coins & users' portfolio.


Personal data seeming disjointed, not flowing like a narrative


Needing to use a third-party authentication app daily when logging into the app


Time delay of up to 24hrs after sending over first transfer to wallet


Lack of video explainers similar to competitors, e.g. Coinbase

design requirements

Understanding Existing User Flows

In order to understand where users were expressing concern with the existing usability of the BlockFi app, I broke down the homepage view into the user flows to complete various actions. These actions (trade, withdraw, fund, observe markets, and secure a loan) spanned the gamut of existing BlockFi products identified earlier.

feature improvements

Recommendations for Action

Messaging & Mission
The messaging around what BlockFi is (and what it isn’t) may be unclear to some users coming from competitor applications. They expect to see the same analytics dashboards that crypto trading apps are known for, and may be taken aback when this isn’t at the forefront of the BlockFi mobile experience.

analytics at your fingertips
Seeing the market trends of the coins you hold (and those you don’t) is a simple and effective way to communicate price fluctuations and asset value. Even applications like Guideline and Acorns, which give users information about the growth (and potential) of their investment portfolios effectively utilize graphs to communicate asset value.

Analytics end-goals
Is showing market minutia a priority for the average user of BlockFi mobile? Based on my assessment, this feature should be prioritized. This feedback was general rather than specific, and pertained to older products (Trading, Lending) in the BlockFi family. It was also brought up by a large minority of users in feedback on the Apple App and Google Play stores.

1. coin analytics

In the marketplace of personal finance apps, I have seen a movement towards analysis in-app, rather than having to leave the application or the product family itself. This is one of the main concerns expressed by users in App Store and Google Play reviews.

Addressing this problem seems to require two steps:

Messaging & Mission
BlockFi situates itself as a bridge between crypto wallets/platforms and traditional financial institutions. Storytelling in banking apps is a new addition for many, from the new Wells Fargo app, to Mint, TurboTax, Guideline, and others.

developing user loyalty
Being able to tell (and experience!) a story with an application is a unique way to develop rapport with your users and keep them coming back. This is supported by game-ified apps like DuoLingo, or apps where data must be updated frequently, like MyFitnessPal or Fitbit.

how to tell the story
All that talk is fine, but how do you actually tell a compelling user story with data? What features of a narrative are central to a user coming back for more, and understanding where their money is headed (and where it's already gone)?

2. telling your crypto story

Many users mentioned a desire for a smoother flow of information, creating a narrative of their crypto holdings and history on BlockFi.

final thoughts

Combining Narratives and Analytics

1. exposition

New users require onboarding and instructions for how to get the most out of their experience. Onboarding must be smoother and more enjoyable, and an initial optional tutorial could heighten the sensation of involvement with all of the tools BlockFi has to offer – tying them together into one family of products.


- Optional tutorial during onboarding
- Completely in-app onboarding experience (incl. ID verification)
- More personalized questions for later recommendations

2. inciting incident

Perhaps the first time a user purchases a coin that experiences a dip, or the first time a user doesn't get their loan application approved, they are distraught. What we can offer them at this stage?


- Educational videos pop up when certain coins drop below a certain threshhold (to explain price fluctuations, volatility, and timelines)

3. crisis

User's first crypto crash. They've lost untold amounts of money (except we know the numbers here). How do we help them move forward in the wake of their loss?


- Recommending a pause on automatic purchasing or trading
- Educational material about serious market shifts

4. rising action

User follows the narrative structure of our app and learns about price fluctuations, volatility, and the benefits of "buying the dip". User feels reassured that they aren't alone or doing things wrong.


- This period may be a good time to recommend inviting friends to download the app

- Price push-notifications for game-ify the user experience

5. climax

Another rise in price for a coin the user purchased during a dip. Perhaps the user would like to know what price they purchased at, and what the current price differential is on a particular coin in their wallet.


- Graph of the price differential between purchase and current price of each coin
- Timeline of price of coin since user has held it
- Overall value of wallet since first joining

6. falling action

User purchases a home with a loan they have taken out against their crypto holdings. Though they are less cash-rich, they are excited about the journey they have been on with their crypto holdings.


- Encourage user + congratulate them with a small reward for successfully taking out a loan
- Allow users to "save" towards certain goal purchases, e.g. raising a family, buying a house, and reward them if they hit the goal during the time allotted

7. Resolution

User is a pro using BlockFi, and has used all of the products effectively to achieve their financial goals. They have →

1. Purchased and traded crypto, even withdrawing during a high point

2. Applied (and been accepted) for a loan against their crypto holdings

3. Linked multiple bank accounts, leaving their traditional bank aggregator apps behind

4. Checked the coin markets for when to buy (and when to hold)

5. Funded their account with money from their linked bank in order to purchase more Bitcoin

narrative structure

Typical Flow

narrative structure

(Potential) BlockFi User Flow

what does this mean for user stories?

It means the narrative structure of the BlockFi app must be flexible enough to encourage users even when their story paints a less positive picture.

Striking a balance between accurately portraying the value of their assets, and providing education and encouragement for the future are critical to these users.

We should also be able to celebrate wins with the user without over-promising results.