CUBE: Hybrid Crypto Exchange

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
The core UX challenge was balancing sophisticated crypto functionality with mainstream accessibility in mobile. We had to tackle the 'ownership dilemma' between blindly trusting centralized platforms or complex self-custody. Through our hybrid lens, we wanted to shed a new light to crypto ownership and engagement. In addition, we aim to introduce adaptive onboarding flows, progressive feature discovery, and guardian networks. The challenge wasn't just technical integration, but making advanced features intuitive for newcomers while maintaining the security that experienced users demand – all by unifying traditionally fragmented experiences into a single, coherent interface.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
While trying to rethink our mobile app's navigation compared to web, we initially faced pushback from other teams who questioned the drastic change in user flow. It felt like a low point, with our mobile vision potentially being compromised. The breakthrough came when we analyzed web platform's behavioral data, particularly post-login journey mapping and session replays. These revealed clear user hesitation and friction points, providing the 'aha moment' that validated our instincts about needing a different mobile approach. The data not only helped convince broader teams but showed that mobile's faster iteration cycles were perfect for experimenting new navigation patterns that would be too resource-intensive on web.

Where do you see yourself and the project in the next five years?
We envision Cube becoming a catalyst for meaningful dialogue around the crypto ownership dilemma, leveraging our unique hybrid architecture to bridge the gap between centralized convenience and decentralized control. Our roadmap includes expanding advanced DeFi features while maintaining our user-first approach. A particularly exciting direction is experimenting with community-driven UI themes, aligning with crypto's decentralized ethos. Drawing from our current user research success, we'll continue pioneering innovative engagement patterns from onboarding through active usage. Our goal is to keep transforming complex crypto interactions into intuitive experiences while empowering users to shape the platform's evolution.