Yellow Card · Simplifying cryptocurrency trading for emerging markets
August 2020 - February 2021
Building version 1.0 of the Yellow Card mobile app, one of Africa’s fasting growing cryptocurrency startups.
Client
Yellow Card, Nigeria 🇳🇬
(Working full-time as Design Lead, with a team of product and brand designers.)
Collaborators
Eniola Abiola, Ajiri Omafokpe, Idorenyin Obong, Peter Esenwa, Joe Okpukoro, Bukunmi Folorunso
Platform
iOS, Android
Contributions
Design leadership, Visual design, Information architecture design, Interaction design
Background
Yellow Card is a African cryptocurrency exchange startup operating out of Nigeria, with a growing presence in 15 countries across Africa as at 2022, the startup is backed by investments from names like Binance, Square and Coinbase. The company’s main value proposition is making crypto more accessible in developing countries, and it does this by allowing customers to buy crypto with digital payments on their website or cash at their brick and mortar outlets.
The Yellow Card MVP was launched in 2018 as a web app, built by the founders themselves, but with a growing user base and increasing mobile traffic, the need to launch a mobile app was larger than ever.
I joined Yellow Card at a time when they needed experienced and intentional direction across design, product and engineering in a bid to secure their first round of funding since launch and contributed significantly to the company’s remarkable growth across African.
Goal
With the current complexity of the web app, the product largely attracts expert traders. User analytics data from 2019-2020 also revealed that 92% of customers access the app from mobile devices. With this knowledge, the team decided to build an app that is tailor-made for the mobile experience and intuitive enough to allow even beginners trade.
Outcome
We streamlined the sign-up process in order to reduce onboarding drop-off, reduced the number of steps required to make individual transactions like making deposits or buying coins, and generally made the product more intuitive for new traders, exponentially growing the user base and seeing Yellow Card expand from 8 to an additional 7 countries.