One of the key challenges was the onboarding flow. The process felt disjointed and unclear, leading to high drop-off rates before users even reached the trading interface. Verification steps varied across regions, and the lack of proper guidance made the experience frustrating, especially for new users unfamiliar with KYC norms.
Another challenge was the absence of a proper design system. UI components were inconsistent across different platforms, and teams often worked in silos. This created visual mismatches, slowed down the handoff between design and development, and made scaling the product more difficult.
I redesigned the onboarding experience to be more guided, region-aware, and transparent. The improved flow gave users a clear sense of progress and what was required at each step, which significantly improved completion rates and reduced support tickets related to account setup.
Alongside this, I introduced a unified design system that brought consistency across all user touchpoints. It helped standardize components, speed up development cycles, and gave the brand a stronger, more professional presence across global markets.
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(2016-25©)
