ABOUT THE PROJECT

Pioneering digital asset
infrastructure for institutions. 

⚑ Role: Senior Product Designer / Product Owner

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Intro

I love to build grow products from scratch. Usually, I do it through design. My main responsibilities almost on all of the projects in my career: hire a design team, integrate design into the business process, manage design team and design processes, UX/UI for thousands of user cases, testing and improving products.

But I decided to leave Dolfin and join Copper because I was offered a new challenge: to manage not only the design but also the product. In fact, my main task was: connecting the business and IT department.

Idea development structure

My responsibilities

  1. Take the idea of ​​a new feature from the business
  2. Insert it into the roadmap
  3. Make a detailed review of the market (find competitors and their solutions, understand how our feature will be implemented in the current market, etc...)
  4. Conduct several Q&A sessions with CEO, CFO, Head of sales
  5. Prepare prototypes
  6. Conduct repeated sessions with stakeholders
  7. Determine the MVP and future vision of this idea
  8. Design layouts for all the user-scenario (if the feature is big, it can be 100+ layouts)
  9. Prepare layouts for the dev team
  10. Prepare documentation, presentations, and mathematics
  11. Management of the implementation of this feature (ongoing support and Q&A with the dev team, alteration of layouts if necessary)
  12. Management release notes
  13. Writing monthly and quarterly report on the work done by the IT department (indicating everything that was done with the timeline, updating the roadmap)
  1. UX design
  2. UX research
  3. Market research
  4. Iteration prototyping with stakeholders and clients
  5. CJM, user stories, stakeholders map, etc...
  6. Optimization of internal processes through technology
  7. UI design in collaboration with our creative director
  8. Prepare design system and connect it with a dev team
  9. Task management
  10. Product roadmap management

Business results

  • Create a company from scratch
  • Gathered a team
  • Raised pre-seed
  • Raised Series A
  • Preparing to launch a retail solution
  • Preparing to open Copper in: New York, Singapore

Product and design results

  • Launched web platform
  • Launched design system and integrated with dev team
  • Treasury admin panel
  • Retail and institutional admin panels
  • Launched offline custody app for Windows and Mac
  • Fully ready to launch the retail app for iOS and Android
  • Tons of features added and removed for every product

Early prototypes and user stories

5.Trade Confirmation
6.Dashboard Balance Updated
5.Add-Funds-Fiat
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Design decisions

The evolution of design and design decisions that were made over 2 years of work, using the example of a trading interface

MVP and first version

For the first version of the product, we decided that the ability to trade is a necessity (in the future, this will not be entirely true, but at that time it seemed to be a feature from the first category).

Since this is the first version, we needed to understand how we can launch it as quickly as possible and without large development costs.

Limitation: we couldn't do the trading engine ourselves, hire a bunch of market makers, provide good liquidity, etc... At least for MVP, it was definitely impossible for us.

Also, since our main product is crypto-custody, we understood that for the first version of trading, only Spot trading would be fit for our main business goal. Derivatives, structure products and other instruments don't matter to us at that moment. We perfectly knew about the potential of these features, but couldn't afford them in the first version of the product.

Therefore, through the API we used Bitfinex as our trading engine.

For the first version, it was enough to make a simple order form, without complex interfaces with an "order book" or "trading history". But we also wanted to look "professional". Therefore, we used the basic (most easy-to-implement) library to display graphs.

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Version 2.0

In general, the MVP version was enough for our first customers. But we decided to move forward. So we had several Q&A sessions with our clients to realized what they would like to see:

  1. Ability to trade through other exchanges (arbitrage trading). Here we said "No" to everyone, because we are not making a platform for arbitrage trading ( There is a bunch of platforms for that in the market). We provide custodian services.
  2. Ability to see "order book".
  3. The ability to see "trades history".
  4. Better graph with technical analysis features.
  5. Classic market selector.
  6. Possibility of margin trading (too hard to implement at that moment).

I also really wanted to make a trading interface that would look more professional. Against a dark background, everything is on one screen (it’s very convenient, especially if you have many monitors and you correctly distribute screens (which any professional trader can do)). But unfortunately, such a big redesign would be difficult and not gain any revenue for us. Therefore, we decided to make the new interface as close as possible to the current guidelines, just try to add all the necessary features.

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Version 3.0

Version 2.0 received a lot of positive feedbacks. But also a lot of unpleasant events happened with Bitfinex (for example fiat have been frozen by Bitfinx. Even today millions of client's dollars are still frozen, even our CEO still has 50k frozen there). These events led us to the fact that we began to look for other providers. For that, we: interviewed almost all of our clients, looked at the API docs of a lot of exchanges, we were looking for the exchange with London, Zurich or NY fiat custodian with great liquidity and other...

And we came to the conclusion that now there is no exchange that would satisfy both us and our customers. Therefore, we decided to build our own exchange and introduce derivatives trading there. As soon as we decided on this step, I realized that it was time for me to do UX/Product research of trading interfaces.

  • I went to a 2-month course: "Technical analysis and derivatives trading". Learned how to trade futures: oil, stocks, and commodities. This turned out to be a funny story: I liked trading so much (in general it is very addictive) that I almost quit my job and go to work as a trader. My CEO helped me make the right decision and stay.
  • Read a book about technical analyzes in order to understand what is important to show on the graph.
  • Watched a huge number of live streaming trading, what traders looked at, what they think is important when you trade, etc.
  • Also conducted many Q&A sessions with our Head of sales and CFO (they are both former traders).
  • For the dev team, I wrote whole documentations with margin math in it.


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Version 4.0

Version 3.0 was great. And we decided to move a bit more forward with that and make it looks professional. So after 3 month since we launched version 3, we started to work on redesign.

Everything in one screen, you can do several screens for several monitors

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More Copper interfaces

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Mojito.io is our retail brand powered by Copper

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Part of institutional admin panel

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Part of retail admin panel

AT THE END

I'm always open to a new interesting and complex projects. Just drop me a message about it at tematroinoi@gmail.com

Also you can finde me at twitter or linkedin



© 2020 ARTEM TROINOI All RIGHTS RESERVED.