Token Unlocks
TIMELINE
3 months, Nov '24 to Jan '25
My role
End-to-end design including user research and product & GTM strategy
Team
myself, PM, Frontend Engineer, BE Engineer
Overview
Redesigned the Token Unlocks dashboard, improving the hierarchy of the essential information and devise ways to provide deeper, contextual insights.
I played a pivotal role in this project by defining product requirements and developing a growth strategy. To drive organic distribution and boost conversions, I proposed making a high-potential, viral section of the product free-to-access.
Half of the improvements detailed in this case study were shipped in Dec 2024 and we are already seeing an uptick in active users. More metrics to come after the project's full release.
Highlights
Know how to act with AI-powered Insights
Historical analysis? We’ve crunched the numbers
7D Post-Unlock Performance
DYDX
+12.97%
7D since
Nov 28
APT
-12.97%
7D since
Nov 12
BONK
+88.88%
7D since
Nov 11
OP
-20.88%
7D since
Nov 11
ADA
+88.88%
7D since
Nov 10
Previous Unlock Analysis
7D Pre-Unlock Price
5.50%
7D Post-Unlock Price
27.45%
Unlock
0%
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BACKSTORY
Token Unlocks is a highly requested feature that makes or breaks deals
We heard repeatedly from sales that customers want Token Unlocks data, so much so that it was a motivator in signing a 5-figure-plus contract. Given the urgency, in August 2023 I started off with designing a pdf as an MVP which allowed us to get the data in customers’ hand in less than 3 weeks.
I designed the V1 of Token Unlocks which featured a data table explorer and detail pages which was launched in Nov 2023. The product has since enjoyed a conversion rate of 10%.
PROBLEM
V1 design buries the lede
Since the launch of V1, internal and user feedback have said that while the information is valuable, it’s too overwhelming. Clearly, that the data table that our team commonly used was making it hard for users to identify the most actionable insight.