Web Design | Crypto | Redesign
WOOX's Website
A responsive website with an optimized user experience tailored to cryptocurrency traders
Overview
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. 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.
Outcomes & Impact
I revamped the original WOO X website into a responsive, cross-platform experience with improved information architecture, layout, interactions, and content. The redesign increased product discoverability, boosted adoption rates by 10%, and improved user satisfaction. It also aligned key stakeholders, including the CEO and CMO, leading to faster decisions and a unified product vision.
10%
Increase in product adoption
48%
Increase in user satisfaction
My Role
UX Design
UX Research
Information Architecture
Content Strategy
Team
UX Designer (Me)
UX Researcher
UI Designer
Product Manager
Developer
Tools
Figma
FigJam
Google Form
Slack
Timeframe
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.
The goals of the project were:
● 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.
Competitive analysis
Great crypto sites are easy to navigate, readable, visually consistent, and brand-distinct
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:
● Clear and comprehensive navigation is crucial to information discovery
● Content with a clear hierarchy and strong color contrast enhances readability
● Highlighting core products and features is essential for brand differentiation
● A consistent cross-device experience is now an industry standard
Surveys
Conducting a survey with 60 crypto traders to validate our assumptions
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.
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.
Iteration
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
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.
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.
High-fidelity prototype
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.
Outcomes & 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
Validation, communication, and stakeholder alignment are critical for shipping the "right" design
This project showed me the value of validating ideas early. Running quick tests helped us pivot with confidence after the initial survey and set the team on the right path. I realized how powerful design can be as a communication tool. Mockups weren’t just for usability, they helped align everyone from engineers to execs. Bringing stakeholders in early made the entire process smoother and the outcome stronger.
