Project overview

Project overview

The Goal

Metrcis & KPI

To evaluate the impact of the mobile app redesign, we defined three core KPIs:

First Deposit Conversion. Increased first-deposit rates indicated stronger user activation and smoother conversion to active traders.

KYC Completion Rate.  Increased KYC completions reflected improved trust and reduced onboarding friction.

Trading Activity per User. Growth in average trades per user reflected higher engagement and improved usability.

How might we design an all-in-one trading platform that investors are truly delighted to use?

Design Challenge

Design Process

We applied a human-centered design process inspired by Design Thinking and the Double Diamond framework, moving from discovery to definition, ideation, prototyping, and testing. This allowed us to balance structured exploration with rapid iteration, ensuring every design decision was grounded in user needs.

User Research

We started our user research with an internal kick-off workshop involving all C-level executives to align on goals, validate assumptions, and find key user pain points. After that, we did a comprehensive analysis of existing data and ran a full UX audit of the current app. Then we ran usability tests with active traders, did user interviews with trading schools, reviewed customer support tickets, and completed a competitive analysis covering 16 major industry players.

Research Goals

• Identify key usability issues impacting onboarding, activation, and retention.
• Understand user needs and trading behaviors to inform feature design.
• Prioritize improvements with the highest business impact (e.g., KYC, first deposit, trading flow).
• Align UX enhancements with product scalability and global market requirements.

• BI Data & Analytics
• Heuristic Evaluation
  

• Usability Audit
• Customer Usability Testing

• Customer Support Review
• User Interviews

User Interviews

The most insightful phase of our research was the user interviews with trading schools and traders. We recruited participants through our social channels and conducted 15 in-depth interviews, which provided valuable context and feedback. These sessions allowed us to categorize and prioritize the most critical user problems.

Phase 2. Define

Competitors Audit

I conducted a competitive audit to identify where PrimeXBT stands out, where it may lag behind, and where opportunities exist for expansion — particularly in South Africa and LATAM. The analysis covered 16 global players in the crypto and CFD markets, evaluated across four key criteria: Onboarding & KYC, Payment Flows, Market Overviews, and Trading UX Patterns. Insights from the analysis guide strategic decisions across product development, marketing, and sales. Download full report

Phase 3. Ideate

Workshop with our stakeholders

 After gathering insights from research, I organized a three-day strategic workshop with the CEO, CPO, Tech Leads, and other key stakeholders from different departments. During the workshop, we:

•  Defined two core personas — Newbie Trader and Experienced Trader.
• Mapped their user journeys and pain points.
• Determined the product’s value proposition.
• Identified technical constraints and regional requirements.
• Crafted a shared product vision and strategy deck to align all stakeholders around a unified direction.

The outcome was a shared product vision and design strategy deck that aligned business, product, and engineering teams on a single roadmap.  This cross-functional collaboration from the early design stages ensured that every team contributed to a unified strategy — simplifying communication, decision-making, and adoption of design solutions as the project evolved.

Low wireframes and prototypes

After creating the IA, we developed a list of design principles we wanted to follow. Then we moved on to creating the first version of wireframes and building low-fidelity prototypes. After that, we ran several design critique sessions with the design and development teams. The final version was reviewed and approved by C-level executives and technical leads, ensuring alignment before moving into high-fidelity design.

Phase 4. Test 

Account Selection
It was observed that 2 out of 10 participants had difficulty choosing the right account type during onboarding.

Depositing from Trading Page
It was observed that 3 out of 10 participants were unsure how to deposit funds directly from the trading page.

Watchlist Management
It was observed that 4 out of 10 participants couldn’t easily find how to add a trading pair to their watchlist.

Portfolio Visibility
It was observed that 3 out of 10 participants expected to see portfolio performance directly on the Home screen.

High-fidelity prototype and Design System

After the first round of usability testing, we refined the designs based on user feedback and moved on to high-fidelity mockups. As part of the full redesign, we also refreshed the visual language of the platform and introduced a unified design system, bringing consistency across every screen and component. The result is a modern, cohesive trading experience that not only improves usability but also establishes a strong design foundation for future growth.

Phase 5: Final design

Homepage

The best part of design is seeing how people actually use what we’ve built. After launching the new version of PrimeXBT, we began collecting our first proven results. Integrated analytics help us understand how users interact with the new experience - what works, what doesn’t, and where to focus next. These insights guide our data-driven design iterations, helping us refine the product and validate every improvement we make.

As part of the main update, we completely redesigned the homepage. Previously, the app used the Wallet page as its landing view, which lacked essential features and quick access to trading actions. We introduced a new homepage —
a central hub where users can track their PnL, check market prices, explore copy trading strategies, and get a clear overview of all key platform functions.  Impact:

• Deposit conversion increased by 32% in the first release cycle.
• User engagement improved by 22%, with users spending more time exploring market data and trading features.

Phase 5: Final design

Introducing Markets Page 

A major update in the new version was the launch of the Markets page — a feature that didn’t exist before. It allows traders to view all available instruments, including crypto, stocks, ETFs, and CFDs, and easily add favorites or create their own watchlists. 

Impact: The new page quickly became one of the most visited sections, receiving highly positive feedback from traders and increasing overall engagement by 18%.

Phase 5: Final design

Wallet & Profile Redesign

Another important update was the redesign of the Wallet and Profile sections. Previously, the app used complex financial terminology that confused new users — it wasn’t always clear how much money they had, in which currencies, or how to manage their funds.

We completely redesigned both sections, separating the Wallet from the Profile and moving the Profile to the sidebar for easier access. The new design is more user-friendly, supports multiple currencies, and simplifies all crypto and financial operations, including deposits, withdrawals, and exchanges. Impact:

• 50% reduction in wallet-related support tickets.
• 30% faster completion rate for deposit, withdrawal, and exchange actions.

Going forward

We set out with two main goals: to reimagine the trader journey within the PrimeXBT platform and to enhance cross-device functionality for a global audience. The global launch was divided into three phases, and the first release already delivered significant business and operational impact.

+32%

increase in deposit conversion

+24%

growth in trading volume

5

regional app configurations

The redesign not only modernized the user experience, but also helped establish a design-driven culture within the team — where usability testing, stakeholder workshops, and iterative critiques became an integral part of product development.  As a result, the team achieved a faster design-to-development turnaround, enabled by a new design system and closer cross-team collaboration.