RIVO
RIVO
About
Rivo is a DeFi Yield Marketplace that removes complexity and risks of earning passive income in crypto. It offers only high-quality DeFi products carefully hand-picked by experts.
I was invited as a Founding Designer by the ex-founders of Midas after they developed a new vision for how earning in DeFi should look, considering the new context of the market. Here, I went on a journey from the very beginning to reaching $2.5M in deposits and 10k users. I got to wear all hats: I was responsible for the product design, research, did a bit of analytics, art-direction and product management.
Rivo is a DeFi Yield Marketplace that removes complexity and risks of earning passive income in crypto. It offers only high-quality DeFi products carefully hand-picked by experts.
I was invited as a Founding Designer by the ex-founders of Midas after they developed a new vision for how earning in DeFi should look, considering the new context of the market. Here, I went on a journey from the very beginning to reaching $2.5M in deposits and 10k users. I got to wear all hats: I was responsible for the product design, research, did a bit of analytics, art-direction and product management.
RIVO LIGHT
Rivo Light is a mobile app that showcases Rivo’s DeFi indexes. Here we focused on giving people decentralized opportunities to earn passive income with minimum risk by creating and managing our own baskets of DeFi strategies.
This is the second Rivo's product, and many decisions were based on our learnings and experience from Rivo Pro. Due to strict timelines I relied mostly on my own design instincts and taste. That’s why this section emphasizes more on my UI/UX and IxD skills. If you want to learn more about my approach to research, analytics and management scroll to Rivo Pro.
Rivo Light is a mobile app that showcases Rivo’s DeFi indexes. Here we focused on giving people decentralized opportunities to earn passive income with minimum risk by creating and managing our own baskets of DeFi strategies.
This is the second Rivo's product, and many decisions were based on our learnings and experience from Rivo Pro. Due to strict timelines I relied mostly on my own design instincts and taste. That’s why this section emphasizes more on my UI/UX and IxD skills. If you want to learn more about my approach to research, analytics and management scroll to Rivo Pro.
Onboarding Challenge
CHALLENGE
New users may find the Rivo mobile app challenging at first, it incorporates fresh crypto concepts like indexes and account abstraction at its core that are still relatively unfamiliar to the broader crypto community.
Solution
Rivo provides guidance and helpful hints from the very beginning; for example, we include tooltips that inform users their wallet is non-custodial, even if it was initially created using only a Google account.
We implemented a two-level onboarding process. The first level is located on the overview page and includes three key steps users need to complete to make their first investment.
We implemented a two-level onboarding process. The first level is located on the overview page and includes three key steps users need to complete to make their first investment.
The second level is the tutorial that introduces users to the concept of indexes. It also familiarizes them with our points system.
The second level is the tutorial that introduces users to the concept of indexes. It also familiarizes them with our points system.
Presenting large amount of information
Each index combines multiple investment strategies from various protocols. This creates an additional layer of complexity, making it challenging for users to understand three key aspects: the nature of indexes, how they generate yield, and associated risks.
CHALLENGE
When exploring the indexes page, users might feel overwhelmed by the amount of information and its compexity that's why it was crucial to organize it carefully.
When exploring the indexes page, users might feel overwhelmed by the amount of information and its compexity that's why it was crucial to organize it carefully.
Solution
I separated the Index page into two logical sections: market metrics and description block. This simplification makes it easier to navigate and provides additional flexibility in organizing content. To highlight the difference I assigned two different themes for sections: dark for metrics, light for content
The market metrics are futrther divided into two slides: main metrics and a graph. The graph is hidden by default to reduce information overload. To ensure users are aware of the two slides, I’ve added a slight delay before the block with the description appears.
I separated the Index page into two logical sections: market metrics and description block. This simplification makes it easier to navigate and provides additional flexibility in organizing content. To highlight the difference I assigned two different themes for sections: dark for metrics, light for content
The market metrics are futrther divided into two slides: main metrics and a graph. The graph is hidden by default to reduce information overload. To ensure users are aware of the two slides, I’ve added a slight delay before the block with the description appears.
Content is organized into sections with glance view. Detailed information is hidden within each card.
MORE INTERFACES
RIVO PRO
Rivo Pro is a full-fledged DeFi yield marketplace, it was the main focus of the company until the development of the Rivo mobile app. Here Instead of showcasing only Rivo products, our team curates top DeFi strategies from various protocols. We select the best options and provide detailed analysis, making it easier for users to decide where to invest.
Rivo Pro is a full-fledged DeFi yield marketplace, it was the main focus of the company until the development of the Rivo mobile app. Here Instead of showcasing only Rivo products, our team curates top DeFi strategies from various protocols. We select the best options and provide detailed analysis, making it easier for users to decide where to invest.
User Testing
For me to establish non-stop research stream it was easier and faster to run interviews with existing users rather than searching for new people who are not familiar with the platform. During my work, I have run more than 40 sessions with users.
CHALLENGE
During my user interviews and usability tests, I’ve tried to understand the low open rate of cards. The first thing I found is that users struggled to navigate the large amount of DeFi strategies in our marketplace. As a result, they often didn’t scroll far and either chose strategies at the top or left the platform.
During my user interviews and usability tests, I’ve tried to understand the low open rate of cards. The first thing I found is that users struggled to navigate the large amount of DeFi strategies in our marketplace. As a result, they often didn’t scroll far and either chose strategies at the top or left the platform.
SOLUTION #1 — Sections
I’ve search for an inspiration in classical marketplaces. Main addition was sections for different user scenarios and needs and simplification of cards.
Solution #2 — PERSONALIZATION
Personalized strategies are made to simplify selecting the right asset based on users preferences. Here, users can specify their return targets, risk type, crypto familiarity level, investment horizon and etc.
At first I wanted to make personalization even without using quizzes, by analyzing users' wallet assets that weren’t yet involved in protocols. However, we realized this approach limited our ability to suggest cross-chain and cross-asset strategies, so we opted for a short quiz instead.
Personalized strategies are made to simplify selecting the right asset based on users preferences. Here, users can specify their return targets, risk type, crypto familiarity level, investment horizon and etc.
At first I wanted to make personalization even without using quizzes, by analyzing users' wallet assets that weren’t yet involved in protocols. However, we realized this approach limited our ability to suggest cross-chain and cross-asset strategies, so we opted for a short quiz instead.
JTBD Research
One of my key research goals was to uncover hidden user needs and translate them into new product solutions to find our competitor advantage and help users achieve their primary goal, earning passive income in a decentralized way, more efficiently.
To accomplish this, I chose to use the JTBD framework and examine each user’s job individually. I began by creating a research brief that outlined our goals, expected positive and negative outcomes, target audience, and data collection methods.
Next, I developed a job graph highlighting high-level jobs, which were intuitively mapped based on the customer journey and drafted an initial list of questions for each job.
During the interviews I’ve started to fulfill our board with insights and users problems. After that we had several team session to brainstorm and prioritize on solutions.
One of my key research goals was to uncover hidden user needs and translate them into new product solutions to find our competitor advantage and help users achieve their primary goal, earning passive income in a decentralized way, more efficiently.
To accomplish this, I chose to use the JTBD framework and examine each user’s job individually. I began by creating a research brief that outlined our goals, expected positive and negative outcomes, target audience, and data collection methods.
Next, I developed a job graph highlighting high-level jobs, which were intuitively mapped based on the customer journey and drafted an initial list of questions for each job.
During the interviews I’ve started to fulfill our board with insights and users problems. After that we had several team session to brainstorm and prioritize on solutions.
Details about the strategy
Trust was the main part that keep people away from investing in new DeFi protocols, people who still wanted to earn passive income spend to much time on researching protocol's information.
SOLUTION
I have studied what information they are looking for, what brings the most complexity and shaped the strategy page content to align with their interests. Based on the new info we started to include: short video stories, editor's notes, information about founders and fundings, and detailed risk score analysis.
I have studied what information they are looking for, what brings the most complexity and shaped the strategy page content to align with their interests. Based on the new info we started to include: short video stories, editor's notes, information about founders and fundings, and detailed risk score analysis.
Staying updated on market
Choosing a strategy was not the only stressful part — once people invest, they often feel anxious about managing their portfolio due to rapid market changes.
Choosing a strategy was not the only stressful part — once people invest, they often feel anxious about managing their portfolio due to rapid market changes.
SOLUTION
We were the first in the market to introduce strategy lifecycle updates, helping users stay informed and manage their investments with greater ease.
Analytics
At the very beginning, I was the only one responsible for setting up analytics. I identified the most important funnels and events and paid special attention to organizing everything.
At the very beginning, I was the only one responsible for setting up analytics. I identified the most important funnels and events and paid special attention to organizing everything.
Increasing retention with Founding NFT
I found out, that people who held Founding member NFT had a higher retention rate comparing to others. Founding NFT was given only when people invested more than $500 USD.
SOLUTION
Previously, users could only learn about the Founding NFT in a dedicated section. I decided to boost awareness by adding a gamification element in the investment process. It contained a progress bar that onboards users to the Founding NFT and quickly highlights the exclusive perks it offers.
Unfortunately we could not measure the results, as when the feature was ready for the production - Founding NFTs have come to an end.
Previously, users could only learn about the Founding NFT in a dedicated section. I decided to boost awareness by adding a gamification element in the investment process. It contained a progress bar that onboards users to the Founding NFT and quickly highlights the exclusive perks it offers.
Unfortunately we could not measure the results, as when the feature was ready for the production - Founding NFTs have come to an end.
I conceptualized and art-directed the Founding NFT from 0 to 1. Later the Maneki Neko character became our brand mascot, subsequently appearing in multiple marketing campaigns.
We observed a low level of referrals during Season #1 of our Points Program. After conducting a few user interviews, we learned that one of the reason why users don’t invite friends because they felt a significant sense of responsibility when sharing their referrals.
I started to think on how we can decrease the feel of responsibility and make people share their referral without any harm to their reputation. The solution was to make people share their achievements and embed referrals links in users’ achievement shares with Rivo, making it part of Web3 quests and bonus tasks in our points program.
As a result, we left the Rivo blueprint on Twitter and increased our referral rate
Improving referral rate with twitter posts
We observed a low level of referrals during Season #1 of our Points Program. After conducting a few user interviews, I learned that one of the reasons why users don't invite friends is because they felt a significant sense of responsibility when sharing their referrals, and Rivo was still a fresh product that had not gained enough trust yet.
We observed a low level of referrals during Season #1 of our Points Program. After conducting a few user interviews, we learned that one of the reason why users don’t invite friends because they felt a significant sense of responsibility when sharing their referrals.
I started to think on how we can decrease the feel of responsibility and make people share their referral without any harm to their reputation. The solution was to make people share their achievements and embed referrals links in users’ achievement shares with Rivo, making it part of Web3 quests and bonus tasks in our points program.
As a result, we left the Rivo blueprint on Twitter and increased our referral rate
Solution
I started to think about how we could decrease the feeling of responsibility and make people share their referrals with a lower sense of connection to their reputation. The solution was to embed referral links in users' achievements of their progress and place it as a bonus task in our points program.
We observed a low level of referrals during Season #1 of our Points Program. After conducting a few user interviews, we learned that one of the reason why users don’t invite friends because they felt a significant sense of responsibility when sharing their referrals.
I started to think on how we can decrease the feel of responsibility and make people share their referral without any harm to their reputation. The solution was to make people share their achievements and embed referrals links in users’ achievement shares with Rivo, making it part of Web3 quests and bonus tasks in our points program.
As a result, we left the Rivo blueprint on Twitter and increased our referral rate
THE END
THE END