Overview
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.
Challenge
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.
Approach
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.
Learnings
