Présentation
Artsplit (fractional art investment app) had 62% drop-off on the investment flow.
I redesigned 3 core flows (browse, bid, secondary market) as freelance designer over 1.5 years.
Défis
Users weren't crypto-native. They were intimidated by "blockchain" language and didn't trust fractional ownership. Technical problem: unclear bid mechanics. Real problem: we were speaking crypto, not art.
Objective: Make first-time art buyers feel confident, not confused.
Approche
Tested 3 flows : Flow C (hybrid, explaining ownership as "%" not tokens) won because it translated crypto into art language.
Fixed linguistics : "Bid price" → "I'll invest in X shares at $Y each" improved success from 72% → 94%.
Added trust signals : Artist verification, social proof drove faster decisions.
Listened to users : Secondary market came from user requests, not predictions.
Apprentissage
La plupart des abandons ne venaient pas de la complexité UX, mais du langage. Les applis crypto optimisent pour les gens de la crypto ; nous, nous avons optimisé pour les amateurs d’art. Nous avons adapté notre approche pour de meilleurs résultats.
