KRAV

KRAV is a trading platform that aims to democratize cryptocurrency trading by allowing users to bet on price movements of major cryptocurrencies (such as Bitcoin or Ethereum) using any altcoin as collateral. As the sole designer on the team, I conducted research to understand KRAV's current users and designed the improved interface for V1 release (launched!).
duration
May - Aug 2024 (3 months)
ROLE
Sole Product Designer
TEAM
4 Engineers, 1 Designer, 1 PM
INTRODUCTION
What is KRAV?
KRAV is a platform where users can bet on Bitcoin's price movements using other currencies (altcoins), without needing to exchange them into traditional currencies. It lets users to borrow extra funds (leverage) to make larger bets, which can result in bigger gains or losses depending on Bitcoin’s price changes.

KRAV's goal is to make advanced trading strategies (like betting on future price changes) available to altcoin holders, giving people more chances to profit through decentralized systems without needing a lot of financial expertise.
RESEARCH
The Problem with KRAV...
KRAV's beta version came out 9 months ago and quickly gained thousands of daily users. While experienced crypto users found it worked well, newcomers found it confusing and hard to navigate. There were lots of inconsistencies in the design and some missing features that users wanted to see in upcoming versions.
RESEARCH
User Interviews
I interviewed 12 users with varying degrees of trading experience to understand their goals and pain points. The users were asked questions on their current experience with KRAV, frustrations, features they value the most, and features they want to see.
As someone new to trading, I didn't understand a lot of the crypto jargon and felt overwhelmed
I had no idea how to use leverage, and it felt too risky without clear guidance
01
New traders found the app overwhelming and confusing to navigate
02
Professional traders felt that KRAV lacked advanced analytics that are on other platforms such as Binance
03
Users faced high risk due to lack of understanding of leverage and trading mechanics
04
Users faced a lack of transparency in information on fees and security
RESEARCH
Target Users
With the interview findings, I divided up the target audience into three stages of crypto familiarity:
New traders
Goals & Needs
Crypto curious
Make small, low-risk trades

Pain Points
Overwhelmed by complicated navigation
Confused with crypto jargons
Lacks understanding of leverage
Regular traders
Goals & Needs
Trades to build diverse portfolio
Uses platforms that offer reliable tools for consistent trading

Pain Points
Finds it hard to trust the platform due to a lack of clear information on fees and security
Pro traders
Goals & Needs
Utilize advanced analytics and tools to maximize trading efficiency
Access detailed market data
‍
Pain Points
KRAV lacks the advanced analytics and tools available on other platforms
πŸ’‘
How might we reduce the complexity of making a trade and make the app more friendly and trustworthy especially for new traders?
IDEATION
Competitive Analysis
I analyzed similar cryptocurrency trading platforms to learn from the industry's best practices and see how they achieve their user goals.
IDEATION
Drafting our solutions
❗️
PAIN POINT
Crypto-curious users found KRAV confusing, while pro traders wanted more advanced features
To address the diverse needs of our target audiences, I decided to introduce different modes of KRAV: Basic for new traders, Pro for regular traders, and Degen for professional high-risk traders.

This approach makes it easier for new traders by giving them a simple, user-friendly interface while also providing advanced tools and analytics for the pros. By catering to different skill levels, the goal is to create a more inclusive and effective trading environment for everyone.
I considered four options for selecting the mode: on screen load, in the nav bar, on top of trading widget, and dropdown. I chose to place it on top of trading widget because it integrates the mode choice directly within the main trading area, making it intuitive for users to find and change modes without cluttering the interface.
❗️
PAIN POINT
Users face risks due to insufficient understanding of leverage and trading mechanics
To bring more risk awareness to users, I decided to include collateral information within the KRAV interface. Visualizing collateral impact would help users see exactly how much they have at stake before starting a trade, making for more informed decision-making.

For the placement of the collateral information, I had two options: placing it underneath the trading widget or below the market data. I decided to go with the second option to give users more contextual awareness.
To guide users on crypto jargon and trading mechanics, I included hover tooltips for key terms and features.
To further support users, I added a section dedicated to helpful links: a link to a detailed trading guide and a link to KRAV's Discord community. The trading guide is specifically designed to help new users get started, while the Discord community provides a space for traders to connect, share tips, and get help from one another.
❗️
PAIN POINT
There is a lack of transparency and trust between users and the platform
To ensure extra security, users would be asked to go through 2 factor authentication after reviewing their transaction. I had to find a balance between simplicity and friction; transactions should be straightforward, but not so effortless that users might make errors with their funds.
Disclaimers and fee indications were added to improve transparency between KRAV and its users.
The error states, empty states, and messages were revised to eliminate unhelpful copywriting and improve communication, giving users clear, actionable, and supportive information.
IDEATION
Style Guide
A lot of elements on KRAV's beta version didn't meet accessibility and contrast standards, being inconsistent with overly bright greens and mismatched gradients. I developed a new, consistent color system that retains KRAV's brand identity while promoting modernity, simplicity, transparency, and trustworthiness.
FINAL SOLUTION
A glow up for KRAV
KRAV now has a cleaner, refined look catered towards people of all crypto experience levels. Click through the before and after to see the difference!
FINAL SOLUTION
User Journey: Making a trade
After connecting their wallet, users are able to choose their mode - Basic mode for new users, Pro mode experienced traders, and Degen mode for advanced traders. Pro and Degen interfaces include a more detailed price chart and analytic tools.
Once reviewing the market data, users can place a trade using the trading widget. Through the widget, users choose trade type (long or short), select collateral (pay), and set leverage.
When users are ready to place the trade, they will be asked to review final trade details and approve the trade through two factor authentication. Once approved, a popup will show that the trade has been successfully executed and confirmed.
REFLECTION
What did I learn?
βœ‹ Constraints
πŸ‘ Rooms for improvement
πŸͺœ Next steps
Working in a small team
Being part of a small team of four engineers, I aimed to build on top of existing design patterns to ensure a more efficient process.
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Understanding crypto as a non trader
‍
Before this project, I knew little about cryptocurrency trading. It was important for me to put aside a lot of time to learning and understanding the experience of KRAV users.
Usability testing
Conducting usability tests during the design process would have helped validate our design choices and ensure a user-friendly interface.
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Accessibility enhancements
While the new style guide meets color contrast standards, we could have done more to check if KRAV is compatible with screen readers and responsive to different font sizes.
Light mode
‍
So far, KRAV is only available in dark mode. We are planning on rolling out light mode soon, giving users the option for both.
‍
Accounting for different viewports
Having KRAV be available on mobile and other devices. Ensuring the interface is fully optimized for mobile devices would improve accessibility for users on the go.

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