As a content design and UX writing co-lead, I collaborated with product strategy, product management, UX research, UX design, and dev teams to prepare for the beta launch of Kadet Wallet—a crypto wallet built on the Kadena blockchain.
Over eight sprints, I guided my team in enhancing user education, crafting microcopy solutions, and developing a conversion-driven landing page. Our goal was to make blockchain technology more accessible and less intimidating for users.
Built on the Kadena blockchain, the Kadet Wallet web extension harnesses the power of multi-chain capabilities, making blockchain interactions faster and more cost-efficient. Our goal was to create a crypto wallet that removes the intimidation factor from using blockchain by incorporating extensive educational elements for novice and inexperienced users.
Kadet Wallet’s users:
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To prepare for beta launch, our teams concentrated on users' initial interactions with our product experience:
Landing page → Onboarding → Basic actions
A landing page has a singular purpose: turn visitors into customers.
The client specifically requested a single webpage (rather than a website). To address this constraint, we created a navigation menu that mirrors the landing page sections, using anchor links for smooth user navigation.
We needed to communicate quickly and clearly what Kadet Wallet is and why it's the ideal crypto wallet for our site visitors. To achieve this, we focused extensively on crafting a compelling hero section designed to captivate users from the moment they land on the page.
Our ultimate goal was to encourage visitors to download the Chrome extension. We structured the page sections to build desire while minimizing cognitive load and potential confusion.
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We discovered that inexperienced users are unfamiliar with the crypto wallet account creation process, particularly the idea that an account can be created without an email, using a Secret Recovery Phrase (SRP).
To bridge this knowledge gap, we updated the copy to introduce the concept of an SRP from the user's very first interaction with Kadet Wallet. This adjustment serves a dual purpose: it familiarizes new users with the SRP-based account creation process, and it prompts experienced users to have their SRP ready if they plan to import an existing wallet.
Kadet Wallet’s onboarding process also tailors the experience to different user skill levels. Inexperienced users are guided through the setup process step by step, while experienced users can skip the education and dive straight into the wallet’s features.
However, users of all levels were confused by the experience identification screen. They were unsure whether being "new" referred to Kadet Wallet or to blockchain technology in general, and it was unclear how their selection would impact their onboarding experience.
To reduce cognitive load, we removed the confusing labels and focused on action-based choices. Instead of asking users to self-identify as beginners or experts, we simplified the flow by asking whether they have the necessary information (like their SRP) to proceed. This streamlined approach allows all users to move forward confidently, without the pressure of labeling themselves as “newbies” or “pros.”
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Users need to understand what wallet features are, why they matter, and when to use them. To address this, we added tooltips that explain features like testnet and test tokens in clear, user-friendly language.
In the previous testing phase, we found the testnet feature tooltip too technical for inexperienced users. My team revised it, removing jargon like "sub-chain" and simplifying references to blockchain development.
During testing, users hesitated to use test tokens, fearing potential consequences if they made a mistake. We added a tooltip to clarify for new users that test tokens are not real money.
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Although we couldn’t conduct full user testing, we adapted by using internal feedback and online tools like Hemingway Editor to optimize the copy. Moving forward, ensuring enough time for both testing and iteration will be key to delivering more refined, user-centered content.
Apurva Divakaran, UX Writing Co-Lead
Maha Noor, UX Writing Apprentice
Gemma Suyat, UX Writing Apprentice
Martin Kwok, Product Strategy Lead
Constance Iglesias, Product Management Lead
Eisha Gupta, UX Design Lead
Christina Oo, UX Design Apprentice
Jacqueline Roux, UX Research Lead
Rui Tian, UX Research Apprentice
Colin Gilbert, Lead Developer
Morgan Denner, Tech Fleet CEO (client)
