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Improved SmartID usability by 15% and click efficiency by 12% through UX design and research at Shoptaki.

CONTEXT

 

Shoptaki addresses growing concerns around data privacy with SmartID and SmartChain, powered by blockchain tools that give users control of their data while enabling seamless, secure verification for organizations and individuals with ownership of their personal data while streamlining secure transactions.

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MY ROLE  

Led end-to-end design,

Strategic solution to navigational flow,

Enhanced user experience

TIMELINE

6+ months

4 phases to launch

Continuous Iteration

TEAM

4 Designers,

2 Product Managers,

4 Developers,

4 Data Analyst

METHODS

Usability testing, heuristic evaluations, competitive analysis.

Data analysis, Problem identification, solutions design

WHY DID SHOPTAKI COME UP WITH A PLAN FOR DIGITAL IDS

 

In our increasingly digital lives, managing personal identity and financial information can be overwhelming. Users often face confusing interfaces, scattered information, and security concerns. Shoptaki aimed to change this by introducing SmartID: A tool designed to give users control over their digital identities with ease and security

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HOW I CONTRIBUTED

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My goal was to transform SmartID into an intuitive and trustworthy platform, with a primary focus on the initial launch specifically the Identity and Transaction Flow pages. I concentrated on:​

User Research

Identifying key user pain points in existing identity verification systems and tranaction flows.

Design Simplification

Crafting a clean, easy-to-navigate interface that not only built user trust but a seamless flow.

Security Integration

Incorporating robust security features without compromising usability.

Before diving into the product, let's understand the problems, gaps and the solution

Problem

People had a hard time finding and using important features. Things were all over the place, and it took too many clicks to get simple tasks done. We needed to make everything easier to find, faster to use, more secure, and smoother to understand.

Gap

The old setup made it hard for people to manage their money stuff and ID info all in one place. It didn’t flow well, so users had to click around a lot and got confused, which wasted time and made things frustrating

I talked to real users, listened to what frustrated them, and kept improving the design step by step. I improved Smart ID’s usability by 15% and made user flows 12% faster, showing how user-centered design can solve real problems and impress stakeholders.

Solution

THE OBJECTIVE AND CHALLENGES​​

OBJECTIVE​ ​

Design a secure identity experience that gives users confidence and control, allowing them to manage their SmartID without worrying about unauthorized access or exposing personal information.

Create a smoother, faster finance experience by reducing unnecessary steps, making it easy for users to send, request, or pay without jumping back and forth between pages.

CHALLENGE

01

Design intuitive identity pages, making IDs the core focus as well as the USP of the product and easily accessible in the app.

There was a lack of clarity for designing intuitive identity pages, as users faced difficulty quickly accessing and managing their IDs, hindering the user experience and requiring a design solution that prioritized ease of navigation.

CHALLENGE

02

Redesign the flow for finance as it requires users to navigate back and forth to the main page to switch between send, request, and pay actions.

The payment flow lacked efficiency, requiring users to navigate back to the main page to switch between send, request, and pay actions. This added friction, increased clicks, and disrupted the experience, highlighting the need for a more seamless and intuitive transaction process.

LET ME SHOW SOME INITIAL WIREFRAMES

Challenge 1: Below is the wireframes for the pages to add all your identity revealing digital cards

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FINAL RESULT: PRE-LAUNCH

​Achieved a 12% increase in action button clicks required to complete each task.

A 20% increase in the findability of features and completion of goal points throughout the product.

5.6s to navigate through a task, a significant improvement from the previous 9.4s.

A 15% improvement in flow smoothness, enhancing overall user experience and interaction efficiency.

KEY TAKEAWAY AND LEARNINGS

The Power of Subtle Shifts
Relocating the navigation to the left and optimizing the information hierarchy significantly improved usability without requiring a complete system overhaul. (Highlights impact from targeted changes)

Scalability Through Design
Implementing a structured, collapsible navigation was critical for scalability, enabling the system to adapt to evolving user needs and growing data complexities. (Emphasizes importance of scalability).

Collaboration Shapes Success
Closing understanding different perceptions and perspectives with developers and stakeholders reinforced how aligning design with business and technical needs.

What does my day-to-day role look like?

At Shoptaki, I had the joy of leading the design for the Smart ID product: a Smart tool that lets users access their IDs with just a few clicks, whether they’re on their phone or computer. Think of it as the digital wallet's cooler, more organized

What I actually did:

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  • Lived in Miro and Figma: I sketched wireframes, prototyped like a mad scientist, and made sure the design looked great and worked seamlessly. All while juggling feedback from test users, teammates, and stakeholders without losing my mind.

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  • Played design detective: Using my problem-solving chops, I ran heuristic evaluations to uncover usability hiccups and A/B tested my way to a 15% boost in usability metrics. Turns out, those little tweaks make a big difference!

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  • Rescued action button clicks: By rethinking user flows and smoothing out the experience, I helped the product get a 12% smoother approval from stakeholders.

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  • Wowed investors: Designed, prototyped, and pitched the MVP like it was my best idea ever (it was), leading to updates that had users actually excited to use the product.

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What made it fun? Collaborating with a brilliant team, getting creative with problem-solving, and watching ideas evolve from sketches to something users genuinely loved.

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What made it funny? The occasional “Wait, what if we...” moment that led to brilliant breakthroughs (and some hilarious design experiments).

© 2025 Twinkle Bhatt

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