purpbase

Early discovery revealed a clear gap: users were eager to explore crypto and NFTs, but couldn’t find a platform that felt trustworthy or intuitive.Interviews showed misalignment between internal goals — some teams focused on pro traders, others on NFT-first users.

User testing uncovered friction across the board: scattered flows, inconsistent UI, and unclear value around NFTs.Despite growing interest in web3, users lacked a single, unified space where they could browse, compare, and act with confidence.

Our research reframed the challenge: create a cross-platform experience that supports diverse needs — without overwhelming the user.

Reworking the product around clearer flows and platform consistency led to measurable gains:
– Sign-ups increased by 18% after separating crypto and NFT entry points
– Wallet setup completion improved by 27% on mobile following onboarding redesign
– Session duration grew by 15% on tablet and desktop after visual simplification of market data

By aligning design with user expectations and clarifying product focus, we turned complexity into confidence.

This project was about more than visual polish — it was about reducing friction in a complex space.

By grounding design in real user needs and business clarity, we built an experience that feels sharp, scalable, and trustworthy across platforms.

Crypto stays complex. The interface doesn’t have to be.