Improving the conversion of a cryptocurrency exchange platform

KSB Tech is a cryptocurrency exchange platform that facilitates trading for both beginner and seasoned crypto traders. My role was to lead the redesign of the platform's web and mobile interfaces to improve user experience, engagement, and overall visual design. The redesign aimed to address key issues such as navigation challenges, poor transaction visibility, and limited trading options.

KSB Tech faced several challenges prior to the redesign. Users reported difficulties with navigating the platform, limited visibility into transactions, and confusion about trading options. Additionally, the onboarding process was not intuitive, leading to a high dropout rate for new users.

As the lead product designer, I was responsible for driving the entire redesign process from concept to delivery. I conducted user research, defined user personas and journeys, created wireframes and interactive prototypes, and collaborated with both the development and product teams to ensure the new design aligned with business objectives.

Onboarding and Authentication

As part of the redesign, the onboarding experience was improved to make it more accessible and user-friendly. This involved redesigning the form fields to be more accessible and adding proper naming of fields to make it clear what information was required. The information screens were also updated to be more descriptive of what the app has to offer, which helped to improve user understanding and engagement.

Additionally, to make the sign-up/sign-in process easier for users, social media sign-in options were added. This made it more convenient for users to access the app without having to create a new account from scratch.

Improved Navigation and Transaction Visibility

Restructured the platform’s navigation to make it more intuitive and user-friendly, especially for beginners. Clearer visual cues and improved transaction tracking were implemented, giving users better control over their trades.

Enhanced Trading Options

Expanded the trading functionalities by offering new trading actions and providing users with detailed information about market trends. This allowed for a more robust trading experience.

Web App Redesign

The web app was updated to improve accessibility, functionality, and user experience. The redesign took into account the pain points observed in the mobile app, such as unclear navigation and lack of transaction status visibility, and addressed them through improved information architecture, clearer labeling of menu items, and enhanced visibility of transaction statuses.To improve accessibility, the web app was designed with a user-centered approach, providing clear and easy-to-understand instructions and ensuring that all information was easily accessible to all users, regardless of their ability level.

Functionality was also improved through the addition of new features, such as social media sign-in, individual flows for buying and selling gift cards and cryptocurrency, and quick actions sections that made it easier for users to access key features of the app. Overall, the redesign of the web app provided a more intuitive, accessible, and user-friendly experience.

Website Redesign

As the final stage of the redesign, the website's landing page was updated to provide more comprehensive information about the company and the services it offers. The old landing page was lacking in details and failed to convey the benefits of using KSBTech to trade cryptocurrency and gift cards.

The redesigned landing page provided users with in-depth information about the company, its values, and its services. It clearly communicated the benefits of using KSB Tech, such as fast and secure transactions, competitive prices, and excellent customer support. The new design of the landing page also made it easier for users to navigate and find the information they were looking for. The layout was clean, organized, and user-friendly, with clear calls to action that encouraged users to sign up and start trading.

Learnings and Key Takeaways

Redesigning KSB Tech taught me the importance of simplifying complex fintech systems, building user trust through clear security features, and designing scalable solutions that adapt to future needs. Through data-driven decisions and cross-functional collaboration, we significantly improved the user experience, resulting in increased engagement and retention. This project deepened my understanding of user-centered design and its impact on business growth.