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Crypto Tax Calculator

Uplifting the mobile experience

Mobile

Mobile

Mobile

Web design

Web design

Web design

Visual design

Visual design

Visual design

Copywriting

Copywriting

Copywriting

UX

UX

UX

A/B testing

A/B testing

A/B testing

Role:

Lead Designer

When:

Q1 2025

What:

Optimising the end-to-end mobile journey for conversion.

Outcome

Achieved a +50.76% CVR lift in mobile onboarding and a 28.04% increase in reports page conversion

01 - Problem

Following a strategic partnership with Coinbase, we saw a massive influx of new users, with 60% of referrals arriving via mobile. However, our mobile experience wasn't optimized for this scale. An underwhelming UX led to significant friction and high churn rates at critical stages of the onboarding funnel.

02 - The Audit: "It Wasn't Pretty"

Before diving into solutions, I conducted a full UX audit that identified several critical friction points:
Janky and laggy experience
Users faced 1-2 second delays on taps, making the interface feel non-robust.
Information overload:
Pages were cluttered with "too much content" and unnecessary warnings that overwhelmed users.
Poor mobile patterns
Heavy reliance on horizontal scrolling and cluttered filter sections that "suck on mobile".
Hidden primary actions:
Critical buttons were not prominent enough, and layout hierarchy was unclear, especially on the Reports page

03 - Design principles

To guide the uplift, I established three core principles focused on mobile-first comprehension:

  1. Progressive disclosure

End to end usability testing on the existing experience to establish a benchmark and discover the 'why' behind key drop of points

  1. Optimise for scannability

Prioritizing the most useful information to improve user comprehension at a glance

  1. Mobile familiarity

Mobile Familiarity: Utilizing common mobile patterns, such as the iOS-style "sheet" component, to reduce cognitive load.

  1. Progressive disclosure

End to end usability testing on the existing experience to establish a benchmark and discover the 'why' behind key drop of points

  1. Optimise for scannability

Prioritizing the most useful information to improve user comprehension at a glance

  1. Mobile familiarity

Mobile Familiarity: Utilizing common mobile patterns, such as the iOS-style "sheet" component, to reduce cognitive load.

  1. Progressive disclosure

End to end usability testing on the existing experience to establish a benchmark and discover the 'why' behind key drop of points

  1. Optimise for scannability

Prioritizing the most useful information to improve user comprehension at a glance

  1. Mobile familiarity

Mobile Familiarity: Utilizing common mobile patterns, such as the iOS-style "sheet" component, to reduce cognitive load.
Connecting Binance by API
Transaction table
Transaction breakdown
Landing on portfolio post onboarding
Viewing transactions
Browsing the plans page

03 - Impact

The optimisations led to significant, measurable growth across the entire product funnel.

Onboarding

+50.76% Increase in conversion rate
+50.76% increase in conversion rate

Reports page

+28.04% increase in covrsion rate

Interested in getting into the detaills?

Get in touch

Get in touch

Get in touch

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