Company
Binance.US
2023 / 2024
Contribution
Product design, Design Management, Research
Team
Jesse Spink, Stas Aristov, Leo Arten, Dmitri Litvinov, Jen Glaser, Meixiu Pan
Unscalable IA & home page
In early 2022, the team realized that the information architecture at the time won't be able to support the new products and features that the team had planned within the roadmap. The design team is tasked to re-work the overall IA of our mobile application.
Market Misalignment
The legacy design didn't account for distinct US regulatory requirements and user behaviours, potentially impacting user trust and engagement.
Product Evolution
With Binance.US preparing to expand beyond crypto trading into Pay and Staking services, the home screen needed to accommodate and showcase these new offerings while maintaining intuitive navigation.
User Experience Gap
The inherited interface wasn't optimised for US users' expectations and habits, creating friction in their journey to discover and access key features.
Understanding home screen optimization opportunities through data-driven research
Through the implementation of an in-app feedback module, we gathered compelling evidence for home screen optimization. User satisfaction metrics revealed a critical opportunity to enhance our core user experience. The data highlighted two key areas for improvement:
Primary pain point: Trade function Accessibility
Analysis of user feedback consistently highlighted navigation friction around essential trading functions (Buy, Sell, Convert). Users frequently reported difficulty locating these revenue-critical features, indicating a significant usability gap in our core service offering.
Scalability constraints
Internal architecture assessment revealed structural limitations in our existing Information Architecture (IA). The current design framework proved inadequate to accommodate our expanding product ecosystem. Following comprehensive stakeholder discussions, we initiated a strategic redesign of both our IA and home screen to create a more scalable, future-proof solution.
Designing an intuitive, scalable home screen solution
Iterative Design Exploration and User Feedback
Our team engaged in multiple design iterations, each time gathering direct user feedback to refine the home screen experience. We explored diverse navigation patterns and layouts, testing different approaches to surface core trading functionality and accommodate future platform expansion.
Emphasis on Intuitive Information Architecture
Paramount to our redesign was developing an Information Architecture (IA) that would feel natural and intuitive for our users. Through extensive usability testing, we identified the optimal configuration to prominently feature essential trading actions while seamlessly integrating secondary features and future product offerings.
Introducing the Hub Mechanism
To future-proof our home screen and ensure scalability as Binance.US expands its product suite, we implemented a centralized "Hub" system. This adaptable framework allows us to easily integrate new services and functionalities, surfacing them in a cohesive and organized manner without compromising the core user experience.
Results
23% increment in click-through to core trading actions from home page
35% increment in click-through to features highlighted on the new 'Hub' section
Overall positive feedbacks from actual users, highlighting clarity in trade actions and discoverability of new features