App Design | Crypto | 0 → 1
WOO X Earn
A simple and scalable investment experience from 0 to 1 built for beginners
Discovery
Users have idle assets, but they don't know how to utilize them on WOO X
As WOO X scaled beyond professional traders, we noticed a growing group of novice investors entering the platform. Unlike our core users chasing high-risk trades, these users wanted safer, more predictable ways to grow their assets.
However, WOO X was built almost entirely for advance trading. With no accessible options for basic investing, engagement was only 12% of users were active monthly. This gap created a clear opportunity: design an entry-level investment product that could bring beginners into the ecosystem without diluting the platform’s long-term strategy.
Challenges
Designing for beginners without limiting growth
How might we design a simple, intuitive investment experience for novice users while ensuring the product can scale with future features?
I led the end-to-end UX design for WOO X Earn, a low-risk crypto product that allows users to earn stable rewards by locking assets for a fixed period.
The core challenges were:
● Make the experience approachable for first-time investors
● While keeping it scalable for future Earn products and tier-based benefits
Iteration
What we learned & how the design evolved
I designed the two critical user journeys: subscribing to and redeeming Earn products. Then, I validated them through usability testing with 4 novice crypto users.
Testing revealed that while users could complete tasks quickly, they felt overwhelmed by dense information and unfamiliar terminology. Cognitive load was the major issue.
Main user flows of WOO X Earn
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-first & Scalability
Creating mobile-specific experience that scales
Mobile-first approach
Since 70% of users are on mobile, I focused on mobile-native flows using bottom sheets and simplified layouts. This ensured the experience felt natural and matched how users actually interact with their phones.
Designing for scale
To prepare for a growing list of offerings, I condensed the product cards from three lines down to a single-line format. This scalable design lets users scan more options at once, making it easier to compare interest rates and investment lengths at a glance.
Reflection
Designing for scalability and efficient browsing
Through this project, I learned how to design for beginners in a complex financial space without sacrificing future scalability. It highlighted the value of clarity, strong cross-functional collaboration, and using design to meaningfully drive engagement.
