Dolf: Democratizing Crypto Investment for Everyone
Freelance Client Project
timeline
Jun 2022 - Dec 2022
team
Kushal Kumar
Ravi Chaurasia
Saif
tools
Figma
Whimsical
Maze
Miro
MY ROLE
Lead Product Designer
results
₹1.65Cr Pre-seed Funding
10,000 signups in 30 days
skills & Methods
User Research
User Interviews
Competitive Analysis
Wireframing
Prototyping
Usability Testing
Overview
I led the Product Design of Dolf, a crypto investment platform to make crypto accessible for everyone. The MVP generated over 10,000 signups in 30 days and helped secure ₹1.65Cr in pre-seed funding.
Problem
Cryptocurrency investment remains a significant barrier for many potential investors. Our research revealed that 72% of people interested in crypto investing feel overwhelmed by the complexity of existing platforms, while 68% worry about making costly mistakes.
The market needed a solution that could simplify the crypto investment process without sacrificing functionality or security.
Solution
We created Dolf, a user-centric crypto investment platform that guides users through their investment journey with ready-made portfolios, clear risk assessments, and AI-powered insights. The app transforms complex crypto concepts into digestible, actionable information while maintaining the sophisticated functionality that experienced users expect.
Defining the Problem
During our initial discovery phase, we identified three core issues:
Knowledge Gap: Most crypto platforms assume users understand complex terminology and concepts
Decision Paralysis: Too many options without clear guidance lead to investment hesitation
Risk Uncertainty: Users struggle to evaluate the risk level of their investment choices
Opportunity
We saw an opportunity to create a platform that could serve as both an educational tool and an investment vehicle, helping users make informed decisions while learning about crypto investing.
Hypothesis
By providing structured investment options with clear risk assessments and AI-powered insights, we could increase user confidence and reduce the barrier to entry for crypto investing.
Research
We conducted a comprehensive research phase including:
8 in-depth user interviews
Competitive analysis of 6 leading crypto platforms
Survey of 180 potential users
Persona
We developed two primary personas based on our research
Core Task Flow
We focused on making the initial investment process as frictionless as possible while maintaining transparency and user confidence. The core flow follows these steps:
Risk Assessment
Recommendations
Understanding Investment
Making an Investment
Investment Confirmation
The Final Solution
The final design incorporated several key features along with a modern UI
Success Metrics
Aftermath & Retrospective
I concluded my time with the team in December 2022, as my contract came to an end. Despite being offered a full-time role, I chose to decline due to personal commitments. Before my departure, the application was still in the development phase, and the designs had been successfully handed off to the development team. The launch was scheduled for two months later. Working on Dolf was an exciting and rewarding experience, and I am grateful for the opportunity to contribute to such an impactful project.
Learnings
Using Data to Build Confidence
Users often overestimate their understanding of risk and needs. Supplementing their perceptions with data-driven insights helps address uncertainties and build confidence in their decisions.Progressive Disclosure for Diverse Users
Gradually unlocking features through milestones ensures a smooth learning curve. Visible but inactive features, paired with timely nudges, encourage exploration without overwhelming users.Overcoming Decision Paralysis
Simplifying choices is vital, especially in financial apps. By curating ready-made portfolios for beginners and crypto baskets for advanced users, we made decision-making faster, easier, and more confident.
Next Steps
Although my time with the team ended before the product launch and market feedback phase, I envisioned several ideas that could further enhance the user experience:
Aggregating Lenders – Let users pick from a curated list of lenders or have the app suggest the best option based on priorities like cost, speed, or trustworthiness.
Reducing Gas Fees – Allow users to schedule bulk transactions, sharing gas fees across multiple transactions to save costs.
NFT Support – Integrate NFT storage and trading, making Dolf a complete crypto wallet for investments and digital assets.
