Crypto Flow
Due to an NDA, the company name cannot be disclosed. The project was conducted for a global cryptocurrency platform focused on secure and seamless transactions.
Target Audience: Global cryptocurrency traders and investors, ranging from beginners to experienced users. The redesign focused on reducing friction for new users while maintaining advanced features for high-frequency traders.
Team: Product Manager, Engineers, Data Analyst, User Researcher.
My Role: I led the UX/UI improvements, conducted competitive analysis, and worked closely with engineering and research teams to optimize the transaction experience. My key contributions included identifying usability pain points, creating a more intuitive flow, and ensuring a balance between security and simplicity.
01
Context
About
As Crypto Global expands its transaction capabilities, ensuring a frictionless and secure user experience is critical. Currently, the transaction flow presents challenges—users face unclear steps, security concerns, and lengthy processing times, leading to high drop-off rates. To improve usability and trust, we are redesigning the transaction flowand optimizing key touchpoints. This update will align with Crypto Global’s design system while enhancing security signals, streamlining verification, and reducing unnecessary friction. The goal is to create a seamless, high-trust experience that caters to both new and experienced crypto users.
Problem Statement
The Crypto Global transaction process lacks clarity, efficiency, and strong security signals, leading to high drop-off rates and user distrust. Users struggle with unclear steps, inconsistent security messaging, and long processing times, which impact transaction success and overall platform engagement. Additionally, the existing design does not fully support a seamless experience for both novice and experienced users, causing friction in completing transactions.
02
Project Goals
• Decrease drop-off rate in the transaction process by 18% by streamlining user flows and reducing unnecessary friction.
• Improve NPS to +40 by enhancing perceived security and providing clearer guidance throughout the transaction journey.
• Reduce transaction time by 25% through optimized verification steps and a more intuitive interface.
03
Strategy
To create a seamless and secure transaction experience on Crypto Global, I implemented a multi-layered strategy that addressed both usability and security concerns.
🔹 Transaction Flow Optimization – Simplified and streamlined the transaction process by reducing unnecessary steps, minimizing cognitive load, and providing clear feedback at every stage.
🔹 Enhanced Security & Trust Indicators – Introduced real-time status updates, reinforced security messaging, and optimized error handling to reduce drop-off rates caused by user hesitation or friction in the flow.
🔹 Flexible Authentication & Verification – Upgraded security authentication methods, allowing users to choose between multiple verification options based on their preferences and risk level, improving NPS and perceived security.
🔹 Design System Alignment – Standardized UI elements by redefining the color system to enhance clarity, improve contrast, and communicate security states effectively. Removed the company logo in key transaction steps to minimize distractions and create a more neutral experience.
By executing this strategy, we improved transaction efficiency, reduced friction, and strengthened user confidence in Crypto Global’s security infrastructure.
04
Research & Analysis
Analysis of the Current State:
The initial product had significant UX flaws, including complex multi-step transactions and an unintuitive interface that caused users to abandon transactions. Analytics and user feedback revealed that 60% of users left before completing a transaction due to concerns about security and confusion over the process.
Problem Identification:
• Complex, multi-step transaction process led to high abandonment rates.
• Lack of trust due to insufficient security cues within the interface.
• Confusing flow, especially for users new to cryptocurrency.
These issues negatively impacted both the user experience and the platform’s business metrics, particularly in terms of transaction completion rates.
05
Design Process
Solutions:
• Simplified the transaction process by reducing the number of steps required to complete a transaction.
• Incorporated more visible and reassuring security features, such as encryption icons and real-time security updates during transactions.
• Developed wireframes, prototypes, and mockups that clearly delineated the user’s path from login to transaction completion, ensuring ease of use.
User Testing:
We conducted usability tests with a diverse set of users, ranging from crypto novices to experienced traders. Using A/B testing, we compared the old flow with the new design, tracking metrics like transaction completion times and user satisfaction.
Iteration:
Based on the feedback, we made several adjustments, such as adding visual indicators of transaction progress and improving the placement of security-related information. This iterative process allowed us to refine the design to meet user expectations.
06
Results
Metrics:
• Transaction success rate increased by 18%.
• Transaction times were reduced by 25%, making the platform more competitive.
• User perception of security improved by 40%, as measured by post-transaction surveys.
Supporting Evidence:
Graphs illustrating the improvement in key metrics, such as reduced abandonment rates and faster transaction times, are available based on data from Google Analytics and Hotjar.
Conclusion
Lessons Learned:
This project highlighted the importance of security transparency in cryptocurrency transactions. Users need to feel secure at every step of the process. In the future, I would prioritize earlier and more frequent user feedback cycles to further refine trust-building elements.
Additional Information
Tools:
Figma, Hotjar, Google Analytics, Miro
