WOO Network | 2022
Transforming WOOX's Website into the Ultimate Hub for Crypto Traders
Develop a responsive website with an optimized user experience tailored for cryptocurrency traders.
Responsive Web Design | Cryptocurrency
The Context
WOO X is a leading cryptocurrency exchange catering to global traders, with an average daily trading volume exceeding $900 million. The platform delivers superior order execution at low-cost fees, offering a competitive edge for professional and institutional traders seeking optimal performance.
The Problem
Data shows that 37.96% of WOO X's website visitors use mobile devices. However, users struggle to navigate the site and locate core products, particularly on mobile. This navigation challenge has resulted in low membership conversion rates and product usage.
The Impact
The website redesign has enhanced user satisfaction, leading to improved product discoverability and adoption. Furthermore, the project achieved critical alignment among key stakeholders, including the CEO and CMO, fostering a cohesive product strategy moving forward.
My Role
Information Architecture, Competitive Analysis, Wireframing, Prototyping,
User Interviews, Usability Testing
Team
1 Design Lead, 1 UX Researcher,
1 UI Designer, 1 Product Manager, 1 Developer
Tools
Figma, FigJam, Google Form, Google Slides
Timeline
2 months
Status
Shipped
The Solution
Leveraging user insights and business goals, I redesigned original WOO X's website to a responsive website with improved information architecture, layout, interactions, and content, ensuring a seamless and consistent experience across platforms.
01 Define problems
Users struggled to navigate the website and explore our core products
Our four-year-old website makes it difficult for users to identify our main features, and it supports viewing only on desktop and tablet. This prevented them from taking the next step, such as registration or exploring new products.
Project goals
User goal: Make confident decisions using clear and accessible information on WOO X's website.
Business goal: Drive brand distinction, boost membership conversions, and increase engagement with WOO X products.
02 Competitive analysis
Key elements of standout crypto websites: navigation, readability, brand differenciation, and consistency
I analyzed 19 cryptocurrency exchanges to examine their information architecture and UX approaches. The following is the key findings of what successful websites typically feature:
Key Finding 01
Clear and comprehensive navigation is crucial to information discovery.
Key Finding 02
Content with a clear hierarchy and strong color contrast enhances readability.
Key Finding 03
Highlighting core products and features is essential for brand differenciation.
Key Finding 04
A consistent cross-device experience is now an industry standard.
03 Surveys
Conducting a survey with 60 crypto traders to validate our assumptions about the effectiveness of onboarding guides and monetary incentives
After brainstorming and creating initial sketches, I developed two versions of mid-fidelity wireframes to validate our assumptions using a survey. We had two hypotheses about potential users' preferences and behaviors:
Potential users would prefer a simple set-up guide, as it enhances their ability to register.
Potential users would prefer monetary incentives and are more likely to become our members.
04 Analysis
58.3% of respondents value uniqueness, usefulness, and security
The result surprised us. Our survey revealed that 58.3% of respondents were more interested in advanced trading tools and features, market-related information, information security. In other words, they were more likely to become members if they found our products unique, useful, and safe.
05 Iterate designs
Improving design alignment with user needs through surveys
Survey results led to a key course correction. I subsequently refined the designs and iterated multiple wireframes to better address traders' goals and needs.
Iteration of the design
06 User interview
User interview and participatory design confirm traders prioritize trading tools and security
In collaboration with UX Researcher, I conducted user interviews and held a participatory design session with 4 crypto traders to uncover:
Their trading experiences and pain points
Their goals and motivations in trading
Main reasons behind their choice of trading platforms
The key insights confirmed our revised assumption:
Key Finding 01
Advanced trading tools are the primary factor in platform choice, but users struggle to find them on our site.
Key Findings 02
Crypto traders rely on market information, such as trends and popular pairs, yet our site provides little data.
Key Findings 03
All participants trade on both mobile and desktop devices, but our site's mobile experience is inconsistent.
Key Findings 04
A product overview can help crypto traders select trading platforms, but it is currently missing from our site.
07 Final design
WOO X website redesign: optimized product discovery and cross-device access
I led the UX redesign of the WOO X website, improving navigation, content readability, and cross-device consistency, while balancing user needs and stakeholder goals. I collaborated closely with the UI Designer to finalize the design and worked with developers to launch the website.
Key Finding 01
Users struggled to find the information for core products and features on our current site.
Design Solution 01
To optimize our product presentation, I reduced the amount of text and improved the visual hierarchy of the content.
Key Finding 02
Our current site offers limited market information, providing insufficient data for informed trading decisions.
Design Solution 02
I introduced new trading pair categories showcasing key market information for better decision-making.
Key Finding 03
An increasing number of users trade on both mobile and desktop devices, but our site's mobile experience is inconsistent.
Design Solution 03
I implemented different breakpoints in the new website to improve consistency and expand our reach to potential users.
Key Finding 04
Because our current site lacks a product overview, potential users are unable to effectively select trading platforms that meet their specific trading goals.
Design Solution 04
I reorganized the navigation bar to better align with our products, enhanced the text-background contrast for increased readability and accessibility.
High-fidelity prototype
The Impact
The project enhanced user satisfaction, improved product discoverability, and a cohesive product strategy aligned among stakeholders
User impact: The website redesign has enhanced user satisfaction, leading to improved product discoverability and adoption.
Business impact: The project achieved critical alignment among key stakeholders, including the CEO and CMO, fostering a cohesive product strategy moving forward.
"The new site is clean and intuitive! I like the market part; it helps me understand the trends efficiently." - A WOO X's User
"Love the mobile site! So much easier to browse on my phone since I'm not always near my laptop." - A WOO X's User
Reflection
Early validation, communication, and stakeholder alignment are critical for shipping the "right" design
Early validation improves decision-making: Validating designs in early stages helps the team move in the right direction, as seen in our pivot after the initial survey.
Leverage design in communication: Design can serve as a medium or catalyst for communication, as demonstrated by using mockups to align stakeholders
Stakeholder alignment is crucial: Involving and aligning with stakeholders earlier in the design process can lead to smoother project progression and better outcome.
