Starting Rakuten Wallet
Reshaping how users learn about the service
Role
Designer
Area
Research, Strategy, Design
Platform
iOS, Android
Background
In 2018, as cryptocurrency gained mainstream momentum, I joined the core startup team to establish and design Rakuten Wallet, the Rakuten Group's entry into the crypto-trading market. I drove the service creation process from initial market research through to the final product launch.
Approach
At the project beginning, the members of the team came from different department of the group, with various levels of knowledge and expectations how to launch the project. We held a 2-day UX workshop to frame the project and decide on the service will be designed and created, and what style of branding we would like to present to users.
At the end of the workshop we had created a framework direction of how to create the service.
Interacting with the app itself allows users to note that by tapping on the card, a webview browser opens, which will be difficult to explain to users.
Most users ignored the popup that informs them of the lock screen feature. By guiding users to it they can expect to see the lock screen and not become surprised.
Impact
Following the release of the updated onboarding redesign, the operations team reported a significant improvement in customer feedback and service ratings.
Negative feedback concerning service confusion and the unexpected lock screen feature was eliminated.
The overall service rating increased to 4.1.
During an offline event, staff observed that initial user confusion regarding the "Super Point Screen" concept was quickly resolved after users completed the new tutorial, demonstrating its effectiveness in conveying the app's purpose.