Trade
Mission
2025Make trading easy and addictive
Project Overview
I led the end-to-end redesign of Bitcoin.com's trading feature; an outdated, yet vital part of the app. With a short brief from the CEO and no formal PRD, I conducted research, designed new flows, ran usability tests, and iterated quickly through async feedback, ensuring transparency and momentum throughout the project.
“24h revenue from swaps speaks for itself. If we nail this, we add a major growth engine to the company.”ceo has spoken
As the swap fee of top crypto wallet jumped significantly, enhancing our own Swap became a priority overnight.
*data from DefiLama
Challenges
As an active user of the product myself, I had firsthand awareness of the challenges. Due to time constraints, I prioritized solving known pain points over formal validations
Visually outdated and hard to navigate
The app felt outdated and static compared to modern wallets. The core features were buried in a cluttered layout, making them hard to discover or navigate.
SolutionClean and spacious interface, modelled after proven interfaces
Elevated feature visibility by adding 'Trade' to the main navigation
No Recommendations or Cross App Linkage
New users struggled to discover trending tokens or understand what to explore next. Even experienced users found it hard to access basic token info without leaving the swap flow.
Solution
Highlighted trending tokens to reduce decision paralysis and spark action
Enabled faster decision-making by letting users sort tokens by what matters to them
Integrated token details directly into flow to enable deeper context without drop-off
Swapped Into a New Chain, and Immediately Stuck
Users transitioning to chains like Polygon couldn't send or swap assets. Unlike Bitcoin, these networks require native tokens to pay as gas — something most new users didn't yet have.
SolutionReduced entry friction by seeding gas for first-time users, nudging them toward low-fee networks like Polygon
Impact
While the feature launched recently (March), early signs of impact are clear
~600%
Achieved a 7× increase in daily Trading usage within one month post-launch
12.8%
Helped drive a 12.8% increase in Trading-related revenue post-launch
Feedback
loops
Quick, async reviews kept the momentum going without constant meetings
Behind the scenes
Ideas that were explored
1. Figure out timelines and efforts
I created a low effort solution to gauge timelines, efforts, and the team sentiments.
A. Low effort; existing components and layouts
This was inspired by doing extensive competitive research. Single page layout which is easy to understand and efficient.
This one was an obvious winner; simple and efficient
2. Navigating through a
technical constraint
When users interacted with assets available on multiple networks, they were forced to choose a preferred network every time, adding friction to an already complex flow. I explored three design directions to reduce this decision fatigue.
A. Current behaviour; user picks network each time
B. Default network, switch if neededIntroduced a default network selector that acted both as a confirmation and an entry point to switch. This gave users control while avoiding repeated interruptions.
We eventually went with approach 2 due to fewer dev changes and easier rollout
C. Show all options upfrontIn the current app, assets available on multiple networks are grouped under one entry. When users select it, they're asked to choose a network afterward. I proposed showing each version (per network) separately upfront, so users don't have to make that decision mid-flow. It simplifies the experience and removes an extra step.
Refining the experience
After aligning on the core direction from earlier rounds, I continued feedback loops to refine microcopy, placement, and transitions for a smoother first-time experience.
Prototype used for usability testing
With the main flow locked, I focused on polishing and testing
Due to time constraints, I gathered feedback from internal team-members as well as a few personal connections who were crypto aware. And here's what I found that brought up more changes:
- 1.A few of them were confused whether to click Asset logo or the ticker (e.g., BTC)
- 2.Most of the networks and their native tokens have similar names, so network name next to You pay and You get next felt confusing
- 3.Most of them were interested in having the ability to enter their local currency
The insights above led to final UI tweaks that shaped the MVP version shown earlier in the case study.