Alpha One Exchange
Onboarding & first-trade insurance
Role
- Product Designer
- Growth Design
Team
Crypto Exchange · Growth Squad · 15 members
Scope
- UX Research
- UI Design
- Prototyping
- A/B Testing
- Growth Design
- Metrics-Driven Design
Link
Problem
Most new users came through referrals but lacked trading experience — low activation and first-trade conversion (5.6%). Low trading frequency constrained volume growth.
Solution
Redesigned onboarding and pre-trade funnel with beginner-friendly flows. Launched first-trade insurance (loss coverage up to $50). Built automated trading UX and improved order matching. A/B tests and iterations based on unit economics.
Result
Registration → First Trade conversion: 5.6% → 11.2% (+100%). Trading volume: $6M → $55M (+900%). Market share: 0.7% → 2.3%. Active traders: 10.5% → 24.5%. 7-day retention: 23% → 35%.
