Optimized
Onboarding
Complete overhaul of the registration and KYC experience — reducing drop-off by 15% and boosting registration-to-KYC conversion by 20%.
As Lead Designer of the Growth Team, I spearheaded the complete overhaul of the WOO X onboarding experience. The primary objective was to simplify the registration and KYC processes while ensuring full compliance with global regulations. By optimizing the path from app entry to the first trade, I successfully reduced user drop-off rates and accelerated user activation through data-driven design and rapid iteration.
Role & responsibilities
User Research & Analysis
Identified drop-off points in the registration and KYC funnel through data analysis and user feedback.
End-to-End UX Design
Designed the entire user journey from App entry to completing the first trade.
Regulatory Compliance
Collaborated with legal teams to transform complex KYC requirements into an intuitive interface.
Growth Iteration
Executed bi-weekly sprints to test and refine onboarding strategies, maximizing conversion rates.
What we set out to achieve
Maximize Conversion
Increase successful registration rate and percentage of users completing their first trade.
Reduce Cognitive Load
Simplify the KYC process to minimize user effort and frustration.
Establish Trust
Use professional visual guidance to build user confidence during sensitive data entry steps.
Accelerate Time-to-Value
Shorten the path for new users to experience the platform's core trading features.
Understanding the landscape
Key Insights
- →How to link rewards directly to user behavior?
- →How to add reward touchpoints at every key step?
- →How to make the Reward Center the primary channel for incentives?
- →How to prevent reward abuse from non-genuine users?
Key Findings
- How to link rewards directly to user behavior?
- How to add reward touchpoints at every key step?
- How to make the Reward Center the primary channel for incentives?
User flow
Design decisions
Simplified Registration & Reward Prompts
We restructured the first landing screen to immediately surface the reward mechanism, transforming what was previously a bland sign-up form into a value-first entry experience.
- Single Input Field Design: Supports Email / Phone with smart input memory, reducing time-to-register.
- Passkey & Traditional Password support: Reduces login friction for returning users.
- Restructured first landing screen: Reward mechanism is front and center, not buried.
- Progress Bars throughout: Constant visual reminder of current position in the journey.
- Task prompt guidance: Contextual cues at each step nudge users to the next action.
Reward Center Integration
We designed a dedicated Reward Center as the single source of truth for all onboarding incentives — making progress visible, tangible, and motivating at every step.
- Rewards Overview: Unified management of Trial Funds, trading rebates, and newcomer tasks in one dashboard.
- Instant Notifications: Real-time push notifications when rewards are issued.
- Post-Trade Feedback: Displays how rewards impact the user's trading experience after each action.
- Progress visibility: Always-visible task completion state removes uncertainty about what's next.
