Brand Experience Design
Robinhood Crypto Wallets
Context
Robinhood’s Crypto Wallet was among the most requested features in the company’s history, making it a top priority for the business. With only a few days before launch, a motion designer and I from the ProductX team ran a fast-paced design sprint in order to shape a compelling brand experience for the Crypto Wallet waitlist.
Expectations from our leadership team were high, as this was a major launch and they wanted something impactful. They pointed to our earlier Fractional Shares launch, which had months of lead time and complex haptic interactions, and made it clear this was the standard we needed to meet despite having only two days to work on this project.
Design Sprint
In those two days, I teamed up with motion designer Daniel Belay to explore ideas for an interactive brand experience that would make the Crypto Wallet launch both memorable and engaging for our customers.
Through that process, we developed six unique concepts and even created new 3D-rendered coins to visualize various cryptocurrencies and distinguish them from the standard versions used in the core product, though these were not included in the final launch.
Direction & Alignment
With such a tight time constraint, we realized it wasn’t the time or place to go down the rabbit hole of exploring different coin styles. Our priority was to meet the deadline and lock in a concept that clearly communicated that wallets were coming and that users would soon be able to send and receive various cryptocurrencies on Robinhood. We chose a straightforward approach, using an actual wallet as the visual metaphor.
Shipping to Production
Since signing up for the waitlist was intentionally designed to be quick and effortless, we wanted to be mindful of not slowing down the flow or intention of the user. At the same time, this was a moment when users were excited to join and could move up in line by inviting friends. We leaned into that energy and dialed up the brand presence in the product.
On the final screen, we built a Lottie animation for the coin explosion that revealed the user’s spot in line. From there, we used the last frame of the Lottie animation and built an additional set of frames that were tied to the device’s accelerometer, so the coins reacted with the tilt of the user’s phone. This added a moment of delight without disrupting the flow, while also giving users the option to invite friends to move up in line.
Information
With only two days before launch, I partnered with our Senior Motion Designer to design an engaging brand experience for the Robinhood Crypto Wallet waitlist experience. We explored multiple concepts and landed on a clear visual metaphor using an actual wallet to communicate the upcoming ability to send and receive cryptocurrencies, adding a subtle accelerometer-based coin tilt on the final screen to create a more delightful experience without getting in the way of the job to be done.
Credits
Associate Creative Director → Jon Howell
↳ Senior Motion Designer → Daniel Belay
Additional Projects
