Crypto exchange
I redesigned the exchange form of an instant crypto exchange with $10M monthly volume, on a new design system.
An exchange now takes 24 seconds instead of 32, and 15% more of those who start one finish it.
- RoleProduct Designer
- TeamProduct owner, 2 frontend, 1 backend
- Year2024-2026
- PlatformWeb
- ClientUnder NDA
- Time to create an exchange
- −25%
- Form conversion
- +15%
- Sessions with a form error
- −45%
Challenge
How much do I actually get? Why is it red before I typed? Which of 15 USDT networks is mine? Only 41% of those who started the form created an exchange.
Most users come from rate monitors, and the same pair is one tab away. There were no metrics.
Approach
I set up 8 analytics events and collected 3 weeks of baseline, timed the full path (5 min 51 s), compared 5 competitors on 20+ criteria and found 7 small bugs in the form.
Errors wait until you finish
An error shows after you leave a field, not on load. Min and max are clickable. Email became optional, not required: almost nobody filled it in.
Token and network in one line
Choosing the network took 11 of 32 seconds. Typing "usdt trc20" now picks both, and popular networks come first, each with its badge.
The fee is visible before the click
Rate, fees and the USD value sit on the form, not after a redirect, so there is no reason to go back to the monitor to compare.
One system behind every screen
The old files had 465 text styles and no components. I rebuilt them on tokens: 60+ screens switch to the dark theme in one click.
Result
The form lost its friction, and the team got data to decide with. Six weeks after release compared with three weeks before.
| Metric | Before | After |
|---|---|---|
| Time to create an exchange | 32 s | 24 s |
| Form starts that end in an exchange | 41% | 47% |
| Sessions with a form error | 31% | 17% |
| Tickets about network or address a week | 12 | 8 |
Next time
I would split traffic for an A/B test from the first day. Before and after mixes in market swings.