App Design | Crypto | 0 → 1
WOO X Earn
A simple and scalable investment experience from 0 to 1 built for investors with all levels
Discovery
Users have idle assets, but they don't know how to utilize them on WOO X
As WOO X expanded its user base, we saw a growing segment of novice investors whose needs differed from our core audience of pro traders. Unlike experienced users seeking high-risk, high-reward opportunities, these beginners preferred low-risk options and stable returns.
At the same time, platform engagement was low—only 12% of users logged in and took action monthly. With limited product offerings focused solely on active trading, there were few accessible ways for passive investors to grow their assets.
To address this gap, we explored the crypto earn product, a low-risk investment option that allow users to earn stable rewards by depositing assets for a fixed period.
Challenges
Create an intuitive investment experience while ensuring the product is scalable
The goal was to create a beginner-friendly investment product with clear instructions and intuitive flows. The main challenge was balancing ease of use for first-time investors with the flexibility to support new Earn products and features down the line.
An added layer of complexity was that Earn products were tied to user membership tiers. Users in higher tiers received greater benefits, so the design needed to clearly communicate tier-based advantages without overwhelming our users.
How might we design a simple, intuitive investment experience for novice users while ensuring the product can scale with future features?
Iteration
Designing, testing, and iterating the core flows
Before earning returns, users must first deposit their assets into a product and choose a specific timeframe. The longer the lock-in period, the higher the potential rewards. Users can also redeem their assets early, but doing so incurs a penalty.
I began by designing prototypes for the two core user flows: subscribing to and redeeming from Earn products. To validate the experience, I conducted usability testing with four novice crypto investors, each with less than six months of experience in the space.
Main user flows of WOO X Earn
While users found the steps for subscribing to and redeeming from Earn products simple and fast, their biggest pain point was the overwhelming amount of unfamiliar terminology and dense information. This included confusing language and high information volume.
To address this, I refined the design to make key information more accessible and digestible. I prioritized clarity, reduced cognitive load, and surfaced essential details without overwhelming users with unnecessary complexity.
Key Finding 01
Users had difficulty finding immediate feedback after entering an amount
User pain points
After users entered an amount, the estimated APR and yield were calculated correctly but displayed too far from the input field, making them hard to spot among other content. Additionally, the button UI closely resembled text fields, causing confusion about what was actionable.
What I did
To improve clarity and reduce friction, I placed the estimated APR and yield directly below the input field, making feedback easy to find. I also refined the button styling to clearly differentiate it from text fields and guide users through the interaction.
Key Finding 02
Users struggled to understand key investment Information
User pain points
Users found the progress bar confusing and had difficulty identifying key details such as APR and investment terms.
What I did
I redesigned the product card to improve clarity by enhancing visual hierarchy and incorporating intuitive visual elements that surface key information at a glance.
Key Finding 03
Users felt overwhelmed by unnecessary details on the success page
User pain points
The success page repeated information already shown in previous steps, including the subscription date, yield end date, and yield distribution date—adding cognitive load without additional value. Additionally, the original CTA, “Back to Earn,” was vague, leaving users unsure about what action it triggered.
What I did
I simplified the success page by removing redundant date information and keeping only the subscription amount and yield for quick review. I also replaced the CTA with “Close” to clearly signal completion and reduce user uncertainty.
Mobile app design
Creating mobile-specific flows for a better user experience
Based on our annual survey, 37.96% of WOO X users primarily use mobile devices, making mobile design a key factor in driving engagement.
Since mobile interactions and behaviors differ from desktop, I created tailored user flows for mobile, incorporating bottom sheets, scroll interactions, and prioritizing essential information to fit smaller screens.
Scalability
Designing for scalability and efficient browsing
As we planned to expand WOO X Earn with more features and sub-products, scalability became a key consideration in my design approach.
On the original product list page, users had to scroll multiple times to view all available options, which reduced the efficiency of browsing and product comparison. Anticipating future growth, I redesigned the product card layout from a three-line format to a compact, single-line format, showing only the APR range. This allowed users to scan more products at a glance and make quicker decisions about which product to explore based on investment duration and expected return.
Before
After
Outcomes & Impact
Making crypto products simple and scalable
Over the course of this 8-month project, I collaborated with the PM, UI designer, UX researcher, and engineering teams to design the user flows, information architecture, and a flexible design system to support future Earn products. I also partnered with the PM and C-level stakeholders to shape product strategy and define offerings that enhance the overall trading experience.
At launch, the product achieved an 11% conversion rate (more than twice the platform average) and drove a 60% increase in active user engagement.
WOO X Earn wasn’t just a new feature. It made crypto investing more approachable for beginners and laid the groundwork for scalable growth across the platform.
Reflection
Designing for scalability and efficient browsing
This project taught me a lot about finding the right balance between simplicity and scalability—especially in a space as complex as crypto. I learned how to design for beginners without limiting future growth, and how to collaborate closely with cross-functional teams while aligning with leadership on product direction. Most of all, it reminded me that clear, user-centered design really can drive meaningful results for both users and the business.
