The Change
Redesign of the exchange flow for an instant crypto exchange with $10M monthly volume and 6K monthly users. Done in about 3 months, from analytics setup to release.
Creating an exchange became faster, and more visitors who start the form now finish it.
- RoleProduct Designer
- Date2024-2026
- Livethechange.inc
- Time to create an exchange
- 32 to 24 s.
- Form conversion
- +15%
- Sessions with a form error
- −45%
Task
The Change earns a fee on every exchange, so the form is its main conversion point. Most users come from exchange monitors, where the next tab offers the same pair. Yet the product had no metrics, and decisions about the form were based on opinions.
I started the redesign and narrowed the task to the key scenario: make creating an exchange faster and clearer than at competitors.
Analytics and research
First I set up GA with custom events for every step of the form and collected a baseline. Only ~41% of those who started the form created an exchange, and over a third of the time went into choosing a token and network.
Then I ran a heuristic audit with timing, watched session recordings, sorted support requests and compared 5 competitors on 20+ UX criteria. Everything pointed to the form: small bugs, extra clicks and a hidden fee.
Exchange form
Errors now appear only after the user enters a value. Min and max amounts are clickable, and the amount field is ready for input on the first click.
Rate, fee and USD equivalent are visible before the exchange is created, so users don't leave to compare on a monitor. The Email field was hidden: analytics showed almost nobody filled it in.
Token and network
USDT has 15-20 networks, and choosing one was the slowest step. Now typing "USDT" selects the token and moves focus to popular networks, and "usdt trc20" selects both at once. Recent exchanges and filters are right in the picker.
Final
The form lost its friction, and the team got data to make product decisions with. The event scheme became the base for the next projects.