Kevin Tian
Making it easy to buy crypto for the first time for anyone in the world
Product designer
Dec 2021 – May 2022
Okcoin
I redesigned an end-to-end fintech onboarding. Customers said the update felt "more trustworthy" than before.
Post-redesign, there was a notable increase in people moving their money to Okcoin.
Impact
↗
6X new user funding conversion post-launch
1.2% (Mar 2022) to 7.0% (Dec 2022)
↗
2X weekly retention
6.4% (Mar 2022) to 13.5% (Dec 2022)
Okcoin is an app where anyone can buy crypto with cash.
Customers told our research team that they felt uneasy and uncertain when creating an account on our old experience.
Inconsistencies in typography, colors, and styles eroded trust and suggested a lack of care for people's time and finances.
I led an app redesign from kickoff to handoff. My ownership included every flow from account creation and global KYC.
The redesign takes customers from no previous crypto experience to owning their first crypto in just minutes.
A consistent visual experience goes a long way to help new customers trust the product and the team crafting it.
Here's a clip of the new KYC flow that I designed. What's new? One task per screen, a progress indicator, and the option to finish later.
I also redesigned account creation screens to improve visual harmony and continuity with the new KYC flow.
The biggest challenge was satisfying legal requirements for different global markets. I led weekly reviews with Legal and Risk teams to receive feedback and iterate on the experience.
