Bread
(acquired by Coinbase)
Redesigning for growth
Bread wanted to expand beyond early crypto adopters but were being held back by lost wallets. We redesigned the product to put security first and grew the user base by 2M in 6 months.
Team
+4
Skills
Product design
User research
UX
UI
Branding
Timeline
12 weeks
Date
2017-2018
Background
How might we redesign Bread’s mobile experience to reduce lost wallets and target new-to-crypto users?
Discovery
To understand why users were losing access to their wallets, we conducted interviews and audited support tickets and app reviews.
Insights
Security features were difficult to discover
Recovery Keys were confusing and appeared redundant to login PINs
Lost wallets happened most frequently after breaking or replacing phones and not having the Recovery Key
Users saved their Recovery Key by taking a screen shot which were often lost after breaking their phone
Persona development and prioritization
Jobs-To-Be-Done mapped by frequency to see differences and identify security opportunities
Delivery
Through multiple rounds of prototyping and usability testing we produced a design true to Bread’s original simplicity and accessible for people who never used a crypto wallet.
Send and Request Money with Ease
Progressive interactions helped create focus.
Send money
Receive and request money
Security Center
The simplified app architecture made security features more discoverable.
Safer key creation
The new flow only showed one word at a time to discourage users from taking screenshots.
In-app knowledge base
Help articles were rewritten and linked to throughout the app for just-in-time use.
New look and feel
Our approach was to create an energetic and approachable visual language that would differentiate us from technical wallets.
