Redesign crypto exchange website
Overview
2019-2022
Role
Senior Product Designer
Teammates
Senior visual designer, Product manager, Product owner
Problems
Inconsistency in User Interface
Users often find themselves disoriented when moving between features.
Information Hierarchy
Trading platforms are typically richer in information than standard websites, where conventional design guidelines may not always apply.
Lack of Branding Style
Creating a lasting impression and gaining user recognition can be challenging.
Challenges
As a web3 startup, the project faces the challenge of building trust for tasks involving financial security like currency transfer and crypto trading.
On a personal level, my challenge is to comprehend the crypto market and each feature, prioritizing them to plan the delivery timeframe within a short period.
Where We Start
We started by researching competitors' websites and current visual trends to avoid similarities and gain a clear idea of the art direction.
Exploration
The next step is to apply the art direction and create different layouts for the homepage and feature pages to assess if they meet our expectations.
Homepage
After confirming the art direction and visual style, we explored the details of the homepage, segmenting the page into different sections and carefully considering the content we want to provide and the features we should add.
Main Feature Pages
The next step is redesign the main feature pages—top-level and easily accessible. We start by refining the user flow to ensure users can complete features with ease. Style-wise, we opt for a strong branding approach to leave a lasting impression.
Trading Pages
Trading pages contain more information than standard websites, where conventional design guidelines may not always apply. With various actions users can take on the page, it is crucial to provide an interface where users can place or edit orders without extreme caution. Our goal is to ensure users feel convenient and secure while using our platform.
Design System
In addition to user flows and branding style, we establish a design system for consistency across the website, particularly for pages like account, wallet, and profile pages that share the same layout and components. This enables more efficient collaboration between designers and developers.
