Crypto Shares

Design for a new website

Timeframe: 2021

Role: Web and UX/UI designer

The brief required my team to design a presentation website for crypto offerings that prioritized simplicity and intuitive navigation. The primary objective was to inform clients about the available crypto products while reinforcing the brand identity, all without incorporating purchasing functionality. Additionally, the design needed to establish a distinct aesthetic and overall experience, setting it apart from the parent brand in both style and tone.

Design Solution

To resolve the issues identified in the previous website, I spearheaded a comprehensive redesign aimed at delivering a consistent, modern aesthetic while significantly enhancing usability. This involved updating the typography and color palette to align with contemporary design standards, creating a refreshed and cohesive visual identity. Additionally, the icons were refined to achieve greater consistency and clarity, contributing to a more polished overall look.

The user experience was improved by restructuring the site’s navigation and simplifying user flows, ensuring that information was easily accessible and intuitive to explore. Moreover, the page layouts were reorganized to prioritize content visibility and accessibility, which was validated through further A/B testing, resulting in increased user engagement. Ultimately, the redesign provided the website with a more streamlined, user-friendly interface, offering an enhanced and seamless experience.

User Research Approach

To design an intuitive crypto marketplace homepage, I conducted competitor analysis and user interviews, shaping a research-driven wireframe.

1. Competitor Analysis

I analyzed banks, trading platforms, and fintech apps, identifying key insights:

Best Practices: Clear information hierarchy, strong CTAs, and trust signals.
Usability Issues: Cluttered layouts, complex onboarding, and hard-to-read charts.
Differentiation Strategy: A clean, modular design with intuitive navigation.

2. User Interviews & Key Insights

Interviews with new and experienced traders revealed:

New Users: Need beginner-friendly guidance, clear fee structures, and trust signals.
Experienced Traders: Prioritize speed, real-time data, and advanced analytics.

3. Wireframe Development

The homepage structure includes:

Hero Section: Live pricing ticker, security badges, and a strong CTA.
Simplified Onboarding: Step-by-step guides for beginners.
User Segmentation: Quick access to beginner-friendly options vs. advanced tools.
Transparent Pricing: Clear fee breakdowns and comparisons.
Legal & Compliance: Easily accessible regulatory information.

By integrating these research-driven decisions, I am designing a homepage that not only enhances usability and transparency but also boosts trust and conversion rates for both novice and expert traders

Result

The design I proposed effectively addressed all key challenges identified in the project. However, with multiple designers presenting solutions, a colleague’s design was ultimately selected for development. Emphasizing collaboration, I contributed to refining and enhancing the chosen design, working closely with the team to elevate the website’s overall functionality, user experience, and visual appeal.

Additionally, while UX and UI research played a vital role in shaping our approach, I am unable to provide these materials, as they are proprietary company assets and cannot be shared publicly.