Flipup, 2022-2023
Flipup, 2022-2023
Redesigning a Cryptocurrency Trading Platform for Market Expansion
MY ROLE
Research, Conceptualisation, End-to-end Design, Devloper handoff
THE TEAM
2 designers, 2 project managers, 10+ engineers
TIMELINE
Sep 2023 - June 2024
Flipup
Flipup
Flipup
Flipup is Korean based Crypto Currency trading platform which is aiming for Turning crypto into an engaging, beginner-friendly experience through rewards and playful design.
Flipup is Korean based Crypto Currency trading platform which is aiming for Turning crypto into an engaging, beginner-friendly experience through rewards and playful design.
Flipup is Korean based Crypto Currency trading platform which is aiming for Turning crypto into an engaging, beginner-friendly experience through rewards and playful design.
As the sole designer, I collaborated with the product manager to define a project strategy that ensured technical feasibility and aligned with business objectives. I led the design from initial concept through to interactive prototypes.
As the sole designer, I collaborated with the product manager to define a project strategy that ensured technical feasibility and aligned with business objectives. I led the design from initial concept through to interactive prototypes.
As the sole designer, I collaborated with the product manager to define a project strategy that ensured technical feasibility and aligned with business objectives. I led the design from initial concept through to interactive prototypes.
THE TEAM
Myself
1 project manager
10+ engineers
TIMELINE
OCT 2022 - MAR 2023
Project Context
Why the redesign project was started?
In October 2022, we decided to launch a Korean Won(KRW) market through a partnership with traditional bank Kwangju Bank, targeting a March 2023 implementation. Since this timing presented a significant opportunity to completely overhaul our product and create strong market impact, we decided on a comprehensive redesign, including rebranding our current platform 'Hanbitco'
Project Context
Why the redesign project was started?
In October 2022, we decided to launch a Korean Won(KRW) market through a partnership with traditional bank Kwangju Bank, targeting a March 2023 implementation. Since this timing presented a significant opportunity to completely overhaul our product and create strong market impact, we decided on a comprehensive redesign, including rebranding our current platform 'Hanbitco'
Project Context
Why the redesign project was started?
In October 2022, we decided to launch a Korean Won(KRW) market through a partnership with traditional bank Kwangju Bank, targeting a March 2023 implementation. Since this timing presented a significant opportunity to completely overhaul our product and create strong market impact, we decided on a comprehensive redesign, including rebranding our current platform 'Hanbitco'
Project Context
Why the redesign project was started?
In October 2022, we decided to launch a Korean Won(KRW) market through a partnership with traditional bank Kwangju Bank, targeting a March 2023 implementation. Since this timing presented a significant opportunity to completely overhaul our product and create strong market impact, we decided on a comprehensive redesign, including rebranding our current platform 'Hanbitco'
September
October
November
December
March
2022
2023
Define Business Goals & Understand Users
Aligned with stakeholders on KRW launch and goals. Analyzed competitors and usability.
Shape Product Concept & Strategy
Collaborated with the PM to define the Flip feature as the core differentiator.
Rapid Ideation & Prototyping
Sketched concepts and built low-fidelity prototypes to explore and validate directions early.
Design high-fidelity UI
Designed high-fidelity UI and created the design system to ensure visual consistency and streamline developer collaboration.
Developer Handoff
Delivered final specs and collaborated with developers to ensure smooth, accurate implementation.
Estimated Launch 🚀
Business Goals
Suggest distinctive and user-friendly trading platform while building strong market presence
Business Goals
Suggest distinctive and user-friendly trading platform while building strong market presence
Business Goals
Suggest distinctive and user-friendly trading platform while building strong market presence
Business Goals
Suggest distinctive and user-friendly trading platform while building strong market presence
Market Dominance
User Experience Maturity
Competitive positioning matrix
1
Increase completion rate of core user journeys (Target: 90%)
1
Increase completion rate of core user journeys (Target: 90%)
1
Increase completion rate of core user journeys (Target: 90%)
As a later entrant in the market, Hanbitco faced the challenge of low brand awareness and needed to establish a distinctive presence among well-established competitors.
2
Acquire 240,000 new registered users by November 2023
2
Acquire 240,000 new registered users by November 2023
1
Acquire 240,000 new registered users by November 2023
Core trading features suffered from complicated and inefficient user flows, creating unnecessary friction in the user journey and hindering the platform's usability.
Research
Conducted interviewes with stake holders and surveyed 45 people, aged 20-50
We began by conducting interviews with stakeholders to gain deeper insight into the business goals and challenges. Following this, we surveyed internal employees (45 participants, ages 20-50) to gather feedback on the current platform.
Research
Conducted interviewes with stake holders and surveyed 45 people, aged 20-50
We began by conducting interviews with stakeholders to gain deeper insight into the business goals and challenges. Following this, we surveyed internal employees (45 participants, ages 20-50) to gather feedback on the current platform.
Research
Conducted interviewes with stake holders and surveyed 45 people, aged 20-50
We began by conducting interviews with stakeholders to gain deeper insight into the business goals and challenges. Following this, we surveyed internal employees (45 participants, ages 20-50) to gather feedback on the current platform.
Research
Conducted interviewes with stake holders and surveyed 45 people, aged 20-50
We began by conducting interviews with stakeholders to gain deeper insight into the business goals and challenges. Following this, we surveyed internal employees (45 participants, ages 20-50) to gather feedback on the current platform.
Before redesigned
Insights
Complex verification process → 67% user drop-off during registration
Complex verification process → 67% user drop-off during registration
Complex verification process → 67% user drop-off during registration
Inconsistent UI design → Reduced user trust and platform credibility
Inconsistent UI design → Reduced user trust and platform credibility
Inconsistent UI design → Reduced user trust and platform credibility
Inefficient trading flows → 45% abandonment rate on first trades
Inefficient trading flows → 45% abandonment rate on first trades
Inefficient trading flows → 45% abandonment rate on first trades
Late market entry against established competitors → Needed cost-effective reward system to maximize user acquisition ROI
Late market entry against established competitors → Needed cost-effective reward system to maximize user acquisition ROI
Late market entry against established competitors → Needed cost-effective reward system to maximize user acquisition ROI
Key Objectivites
Optimized User Journey & Engagement Strategy
Based on insights gathered from comprehensive stakeholder interviews and user surveys, we identified two critical focus areas to achieve our business goals:
Key Objectivites
Optimized User Journey & Engagement Strategy
Based on insights gathered from comprehensive stakeholder interviews and user surveys, we identified two critical focus areas to achieve our business goals:
Key Objectivites
Optimized User Journey & Engagement Strategy
Based on insights gathered from comprehensive stakeholder interviews and user surveys, we identified two critical focus areas to achieve our business goals:
Key Objectivites
Optimized User Journey & Engagement Strategy
Based on insights gathered from comprehensive stakeholder interviews and user surveys, we identified two critical focus areas to achieve our business goals:
Streamline Core Platform Access Flows
To boost trading activity and overall transaction volume, we aimed to optimize key user flows—including onboarding, trading and transfer—by reducing friction and improving usability across the platform.
Streamline Core Platform Access Flows
To boost trading activity and overall transaction volume, we aimed to optimize key user flows—including onboarding, trading and transfer—by reducing friction and improving usability across the platform.
Streamline Core Platform Access Flows
To boost trading activity and overall transaction volume, we aimed to optimize key user flows—including onboarding, trading and transfer—by reducing friction and improving usability across the platform.
Create Impactful Reward Features and Design
As a late entrant in the Korean crypto exchange market, Flipup needed to build brand presence and attract new users. We aimed to differentiate the platform through reward-based features that effectively utilize our marketing budget and engaging visual design to appeal to beginners.
Create Impactful Reward Features and Design
As a late entrant in the Korean crypto exchange market, Flipup needed to build brand presence and attract new users. We aimed to differentiate the platform through reward-based features that effectively utilize our marketing budget and engaging visual design to appeal to beginners.
Create Impactful Reward Features and Design
As a late entrant in the Korean crypto exchange market, Flipup needed to build brand presence and attract new users. We aimed to differentiate the platform through reward-based features that effectively utilize our marketing budget and engaging visual design to appeal to beginners.
How might we create seamless user experiences and engaging reward systems that attract crypto beginners to our platform?
How might we create seamless user experiences and engaging reward systems that attract crypto beginners to our platform?
Implemented User Flow
Restructuring Critical Access Flows for Compliance & Usability
As the sole designer, I collaborated closely with the product manager, compliance team, and engineers to redesign flows that balanced regulatory requirements with user experience. The redesigned flows eliminated previous friction points while meeting all regulatory requirements, creating a foundation for improved user completion rates and platform accessibility
Implemented User Flow
Restructuring Critical Access Flows for Compliance & Usability
As the sole designer, I collaborated closely with the product manager, compliance team, and engineers to redesign flows that balanced regulatory requirements with user experience. The redesigned flows eliminated previous friction points while meeting all regulatory requirements, creating a foundation for improved user completion rates and platform accessibility
Implemented User Flow
Restructuring Critical Access Flows for Compliance & Usability
As the sole designer, I collaborated closely with the product manager, compliance team, and engineers to redesign flows that balanced regulatory requirements with user experience. The redesigned flows eliminated previous friction points while meeting all regulatory requirements, creating a foundation for improved user completion rates and platform accessibility
Implemented User Flow
Restructuring Critical Access Flows for Compliance & Usability
As the sole designer, I collaborated closely with the product manager, compliance team, and engineers to redesign flows that balanced regulatory requirements with user experience. The redesigned flows eliminated previous friction points while meeting all regulatory requirements, creating a foundation for improved user completion rates and platform accessibility
Trade less than 1 million KRW
Less than 1 million KRW
Start
Start
KYC Verification Required
Email Verification
Email Verification
Password setting
Password setting
Security setting
(PIN)
Security setting
(PIN)
Biometric authentication setting
Trade and Transfer Available
Pending: Trade and Transfer Unavailable
Onboarding Flow to Access Trading and Transfer
Before Redesigned
After Redesigned
Withdrawal less than 1 million KRW
More than 1 million KRW
Start
Start
Withdrawal Address Registration Required
Input recipient details & Amount
Add Amount
Input recipient address
Withdrawal Address Registration
Google Authenticator Registeration
Set up Authentication with KakaoTalk / Naver(Platform)
Coin Withdrawal Flow
Before Redesigned
After Redesigned
End
End
A.Input new Address
B.Select Registered Address
Ideation
Building an Impactful 'Hook' Reward System
I conceptualized the "Flip (Reward) System" - inspired by coin flipping - as our signature differentiator. This gamified reward experience became both our core engagement feature and the foundation for rebranding from "Hanbitco" to "Flipup," creating a cohesive brand story around the concept of "flipping" for rewards.
Ideation
Building an Impactful 'Hook' Reward System
I conceptualized the "Flip (Reward) System" - inspired by coin flipping - as our signature differentiator. This gamified reward experience became both our core engagement feature and the foundation for rebranding from "Hanbitco" to "Flipup," creating a cohesive brand story around the concept of "flipping" for rewards.
Ideation
Building an Impactful 'Hook' Reward System
I conceptualized the "Flip (Reward) System" - inspired by coin flipping - as our signature differentiator. This gamified reward experience became both our core engagement feature and the foundation for rebranding from "Hanbitco" to "Flipup," creating a cohesive brand story around the concept of "flipping" for rewards.
Ideation
Building an Impactful 'Hook' Reward System
I conceptualized the "Flip (Reward) System" - inspired by coin flipping - as our signature differentiator. This gamified reward experience became both our core engagement feature and the foundation for rebranding from "Hanbitco" to "Flipup," creating a cohesive brand story around the concept of "flipping" for rewards.
Select & Complete Missions
Receive Reward cards(Flip)
Sign up completed
-KYC Verification
-Register Kwangju bank account
-Deposit KRW
-Buy Coin
-Invite Friends
Claim a single Reward
Claim all Reward
Flip(Reward) system
Final Design
Design Solutions & Implementation
Final Design
Design Solutions & Implementation
Final Design
Design Solutions & Implementation
Final Design
Design Solutions & Implementation
Streamline Core Platform Access Flows
Streamline Core Platform Access Flows
Streamline Core Platform Access Flows
Onboarding flow to Access Trading & Transfer
Start
Email Verification
Password setting
Security setting
(PIN)
End
(Trade & Transfer Available)
Biometric authentication setting
KYC Verification Required
Seamless Onboarding Experience
An intuitive onboarding experience featuring auto-activated fields, streamlined verification, and biometric authentication for easy re-entry. The redesigned flow eliminates unnecessary friction points while maintaining security standards, enabling users to access trading features quickly and confidently.
Seamless Onboarding Experience
An intuitive onboarding experience featuring auto-activated fields, streamlined verification, and biometric authentication for easy re-entry. The redesigned flow eliminates unnecessary friction points while maintaining security standards, enabling users to access trading features quickly and confidently.
Seamless Onboarding Experience
An intuitive onboarding experience featuring auto-activated fields, streamlined verification, and biometric authentication for easy re-entry. The redesigned flow eliminates unnecessary friction points while maintaining security standards, enabling users to access trading features quickly and confidently.
Streamlined Crypto Trade
A step-by-step flow that minimizes errors and cognitive load, while ensuring users feel in control. The structured progression creates a smooth and trustworthy trading experience.
Streamlined Crypto Trade
A step-by-step flow that minimizes errors and cognitive load, while ensuring users feel in control. The structured progression creates a smooth and trustworthy trading experience.
Streamlined Crypto Trade
A step-by-step flow that minimizes errors and cognitive load, while ensuring users feel in control. The structured progression creates a smooth and trustworthy trading experience.
Compliance-Driven Transfer Flow
Start
End
End
Input recipient address
Input Amount
Withdrawal less than 1 million KRW
Withdrawal More than 1 million KRW
A.Input new Address
B.Select Registered Address
A withdrawal system that meets Korea's anti-money laundering regulations by requiring address registration for amounts over 1 million KRW, while smaller transactions proceed with 2FA only. This tiered approach balances strict compliance requirements with user experience optimization.
The platform's outdated and inconsistent design across web and mobile applications undermined user trust and brand credibility. The lack of visual coherence failed to convey the professional and reliable image essential for a financial platform.
Create Impactful Reward Features and Design
Create Impactful Reward Features and Design
Create Impactful Reward Features and Design
As a late entrant in the Korean crypto exchange market, Flipup needed to build brand presence and attract new users. We aimed to differentiate the platform through reward-based features that effectively utilize our marketing budget and engaging visual design to appeal to beginners.
Flip-up Flow
Start
End
End
Input recipient address
Input Amount
Withdrawal less than 1 million KRW
Withdrawal More than 1 million KRW
A.Input new Address
B.Select Registered Address
Streamlined Crypto Trade
A step-by-step flow that minimizes errors and cognitive load, while ensuring users feel in control. The structured progression creates a smooth and trustworthy trading experience.
Streamlined Crypto Trade
A step-by-step flow that minimizes errors and cognitive load, while ensuring users feel in control. The structured progression creates a smooth and trustworthy trading experience.
Streamlined Crypto Trade
A step-by-step flow that minimizes errors and cognitive load, while ensuring users feel in control. The structured progression creates a smooth and trustworthy trading experience.
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