Portfolio
Jul 2022
Crypto Gate
Redesigning onboarding and paywalls to convert curious and expert minds
Redesigning onboarding and paywalls to convert curious and expert minds
This project modernized a multi asset crypto trading platform for web and mobile. The platform aims to help newcomers complete their first trade with confidence, while giving experienced traders precision and efficiency. The scope included onboarding and KYC, discovery and watchlists, order placement for market and limit orders, portfolio and performance views, and a reusable design system that supports future features without rework.
Interviews and analytics showed three clear friction points. People abandoned KYC because requirements felt opaque and progress felt uncertain. The trading ticket intimidated new users during price spikes, which created hesitation right when intent was highest. Portfolio views obscured risk and fees, which eroded trust during market swings. The business needed stronger activation, more repeat trading, and fewer support tickets during volatile periods. Additionally, traders reported uncertainty around execution steps, a lack of clarity in interface feedback, and inconsistent support when issues arose. The platform also needed to better highlight key differentiators such as lower fees and access to high-quality research. These pain points introduced hesitation, especially among users handling large volumes in fast-moving markets.
I began with stakeholder conversations, data review, and a heuristic audit, then mapped the journey from landing to first trade with specific attention to the conversion path and perceived risk moments. I sketched multiple mental models for order placement to compare control, clarity, and speed. Mid fidelity prototypes enabled moderated tests with three segments, new investors, casual traders, and active traders. I ran A B tests on copy, visual hierarchy, and defaults to reduce hesitation and error. Engineering partners validated technical feasibility for live pricing, order validation, and performance budgets. Three focused sprints drove iteration, after which I codified components and tokens into a design system that supported responsive behavior and accessible states.
One challenge: A single order ticket needed to serve beginners and experts at once, which required a structure that could introduce concepts gently without removing the advanced controls that power users expect.
Onboarding completion, 42% to 78% in six weeks · Limit order task success, 61% to 92% · Daily active traders, up 28% · Daily trading volume, up 33% · Order placement support tickets, down 47%
The core trading interface was redesigned to surface real-time market data more effectively and guide users through every step of the execution flow. A new onboarding experience helped high-value users get set up with less friction. I introduced in-app support touchpoints in high-friction areas and reworked error states to give users immediate clarity when something went wrong. I also developed a responsive design system that unified the platform across devices, making the experience consistent and easier to maintain for the team.
Plain language produced trust faster than clever phrasing, especially when fees and outcomes were stated up front. Progressive disclosure worked when it protected momentum. Beginners stayed in Simple mode and reached execution with fewer detours, while active traders favored Advanced mode and praised efficient keyboard paths. Micro animations added reassurance when they confirmed state changes, yet created stress when they echoed constant price movement, so restraint mattered. Design tokens accelerated follow up work because color and spacing were consistent across platforms and breakpoints, which lowered integration effort for new features.
The redesign delivered on two goals, speed and clarity. The journey from verification to execution became focused and predictable. The order ticket now adapts to different skill levels without fragmenting the experience, the portfolio presents risk and return with honesty, and the design system gives the team a durable foundation for growth. The result is a trading experience that welcomes new investors, rewards experienced ones, and positions the product for sustained momentum.