DeFi Automation
Creating a habit-forming
wellness experience that
users return to
Client : Wellness App (B2C)
Timeline: 8 weeks
Role: Product UX & Design Strategy
Services
Project Background
Fetch.ai enables users to configure and deploy decentralized automation agents for financial execution.
These flows involve:
- Token transfers
- Automated conditions
- Transaction confirmations
- On-chain state updates
Problem
What wasn’t working
Despite strong functionality, users hesitated during automation setup and transaction confirmation.
Key issues observed:
- Confirmation screens lacked transaction clarity
- Technical terminology increased cognitive friction
- System states were not clearly communicated
- Users were unsure of transaction impact before execution
As a result, users abandoned flows before completing automation setup
Research & Insights
What we learned from users
We reviewed user behavior during transaction flows, support queries, and observed hesitation patterns in automation setup.
Key insights:
- Users fear irreversible financial actions
- Lack of preview increases uncertainty
- System feedback must be contextual
- Transparency builds confidence
One recurring sentiment stood out:
“I’m not fully sure what will happen after I confirm.”
Solution
What we changed
We simplified how users understand automation flows, making high-risk actions feel transparent and controlled.
Key improvements:
- Clear transaction breakdown before confirmation
- Plain-language fee and impact visibility
- Real-time execution state indicators
- Structured settings with reduced cognitive load
Users could see what would happen — before committing.
The Outcome
The Wellness App moved from early drop-offs to revenue-ready user engagement:
Experimentation Results
+19% in 8 weeks
Higher automation flow usage
On Average per Improvement Cycle (6 weeks)
+24%
Increase in completed
automation setups
-27%
Drop-off reduction
during confirmation
+1.5×
Return usage of active
automation tools
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