I'm sharing a portion of the experience that's in line with the NDA
After seven years of successful operation in the EU and UK markets, DSX crypto exchange closed its business in 2021 due to regulatory issues. That's why I cannot provide a link to the live website, but the case has enough screenshots with the old design.
Digital Securities Exchange (DSX), launched in 2014, was a pioneering electronic cryptocurrency trading platform. It allowed traders and institutions to trade and manage assets like Bitcoin and Litecoin.
As a member of the Clay team, I worked on redesigning the platform — the deposit flow, the send & receive crypto flows, the user account page, etc.
I relied on the insights of a Project Manager and a Creative Director, who interviewed the DSX product team to outline the project objectives and understand the technical capabilities and constraints.
DSX had several business objectives for the redesign:
Identify drop-off reasons, weak points, and UX flaws in the current flows
Study competitors' best practices to determine potential adoption or missed opportunities
Enhance the user experience of the deposit flow to make it more straightforward
Ensure transparency in displaying all fees, addressing recurring user feedback about hidden charges
Address recurrent user feedback regarding the lack of transparency in transaction history
Before redesign
Audit
I started by conducting a thorough UX assessment of the existing DSX UI, primarily emphasising enhancing user-friendliness. I compiled a detailed 90-page presentation featuring a page-by-page analysis and specific recommendations for enhancements. This evaluation served as a base for our redesign.
Key Audit Insights:
Navigation Issues. Misleading navigation, with a disrupted hierarchical structure, leading to confusion
Lack of User Guidance. Absence of guidance during financial operations, such as being unable to view the maximum available amount when withdrawing from an account
Naming Ambiguity. Inconsistent and misleading naming, like the title "Send BTC" meaning "deposit BTC to your account"
Visual Style Inconsistency. Differences in the visual styles of the same UI elements, including CTAs differing in style across the system
UX Interaction Problems. Multiple UX issues that increased friction and led to drop-offs, for instance, the requirement to create a transaction template before performing the transaction, which goes against best practices
Dark Mode Inconsistency. The exchange had dark mode, while the rest of the system did not
Competitors analysis
I conducted an extensive analysis of leading cryptocurrency exchanges, including Kraken, Binance, and Huobi, with a specific focus on their approaches to Deposits and Withdrawals and Account management. This research resulted in an in-depth report of over 70 pages.
Key Takeaways:
User Guidance: Competitors provide clear instructions and guidance on how to make deposits, targeting both novice and experienced users
Transparency. Competitors emphasise transparency by displaying all fees, limits, minimum deposit amounts, and estimated processing times for each deposit/withdrawal method
Mobile Optimization: Top exchanges prioritize mobile optimization for deposit flows
Personalised shortcuts for quickly depositing recent, favourite, or popular amounts
Some competitors introduced quick deposits through Apple Pay and Google Pay
Redesign
The redesign of the Deposits section and flows led to significant improvements:
Addressed structural concerns
Improved UI consistency
Introduced user guidance
Enhanced transparency
Implemented best practices
The company immediately rolled out the redesigned Deposit flow to a test group. During testing, they observed increased deposit volume, positive feedback via the feedback form, and decreased support queries related to deposits. The 10.8% increase in weekly deposit volume resulting from the redesigned Deposits section and flows was considered a successful outcome by our stakeholders.
Brightfield is a company that specializes in workforce analytics and management solutions. They provide talent management, workforce planning, and data analytics services to help organizations optimize their workforce and make data-driven decisions.
Brightfield's platform TDX (Talent Data Exchange) is designed to provide companies with insights into the labour market and talent trends. TDX gathers and analyzes data from various sources to help organizations make informed decisions. It also examines their internal processes and transactional data, offering opportunities for optimization.
As a member of the Clay team, I worked on designing this robust, data-intensive, and powerful enterprise software from scratch. Our designs laid the foundation for the UX and visual language of the currently operational software.
