UX, UI, Product Design Lead, UX Research, iOS and Android App Design
World Mobile Crypto Wallet App
My role
UX and UI Design lead
UX Designer
User Researcher
Tools
Figma
Figjam
Maze
Adobe CC
Platform
iOS and Android
About World Mobile: connecting everyone, built on blockchain
The World Mobile App aligns with the company’s mission to connect everyone, everywhere through the world’s first blockchain-powered mobile network.
The app allows users to:
• Access affordable internet through World Mobile’s Hybrid Dynamic Network.
• Buy, send, receive, and stake World Mobile Tokens (WMTx).
• Earn rewards for contributing to their local network.
Leading the UX and UI Design of the World Mobile App
I led the design of the World Mobile App, driving the project from concept to launch under a tight timeline to achieve the 0-to-1 product milestone. My responsibilities included designing the app’s first MVP, defining its user experience, and setting the foundation for future iterations.
Collaborating with the founders, Creative Director, and teams across Engineering, Product, and Marketing, I guided a team of three UX, UI, and visual designers through the full design process from initial sketches to implementation culminating in the successful release of the app.
Goals
Increase brand awareness and loyalty
Grow the World Mobile community
Drive World Mobile Token (WMTx) Sales
Outcomes
Over 10k downloads and 4.9 star rating on Google Play Store
User growth increased by 75%
WMTx sales double in the first quarter
0-1 product design
I took this project from 0-1, from initial workshops, paper sketches through user journey and IA mapping, wireframing, prototyping and onto full UI design, testing, iterating, building a design system and implementation.
Mapping, sketching and prototyping
To ensure an intuitive and seamless experience, I mapped the full user journey:
• From downloading the app to onboarding and account setup.
• Adding credit, purchasing data bundles, and getting online.
I created initial sketches and wireframes for all screens, translating concepts into a functional structure. Using Figma, I developed a low-fidelity prototype, which was tested remotely with users worldwide. Early feedback informed refinements to improve usability, reduce friction and pain points, enhance accessibility and help drive Token sales within the app.
Low to high fidelity wireframing
Testing and iterating
I led the user research for this project, which consisted of:
• Audience segmentation, working with Marketing
• Interviews
• Competitor Analysis
• Moderated, remote usability testing
• A/B testing (prototype and live beta)
• Survey within app (incentivised with credits)
• Tracking within the app, once live
I tested both the clickable prototype and a beta version of the app with real users, providing valuable feedback that I worked with the team to iterate one. These insights informed future iterations and updates of the app to refine user flows and address pain points.
Building a scalable Design System
I lead the development of a comprehensive Design System to ensure scalable, reusable and accessible design components. I guided the creation of a robust design library, empowering the design and development teams to deliver a consistent experience for users and allow our teams to scale at pace. This ensured visual consistency, streamlined workflows, and provided a foundation for a multi platform design system.
Design system
Light and dark modes
Given the web3 audience preference for dark mode, the design system had to be robust and flexible across both dark and light modes for the user so we built the system to allow users to switch between light and dark mode, offering another layer of personalisation.
Light and dark mode
Designing at scale
The design system allowed us to design out the final UI designs for all of the app screens, at speed and enabled both the design and engineering teams to create new journey designs quickly and easily as we continued to iterate.
Final UI
Final UI
Strong results
The app received an overwhelmingly positive response at launch, with key metrics demonstrating its success:
• 10,000+ downloads
• 4.9-star rating on Google Play
• Positive engagement and feedback across social channels
Evolving the Design
As the company grows and more features are being added to the app, I faced the challenge of keeping the app clear and easy to use whilst fulfilling an increasing number of tasks for the user.
How might we design this app so that it's functional, simple and joyful to use for a wide range of users?
Since the multiple features within the app posed a design challenge, I introduced the concept of a customisable homescreen and navigation to allow users to pin the most relevant features and content for them.
