Forextime
Website, Trading Platform and Mobile Application
User-Centered Design
Streamlined Onboarding and KYC
Payment Process Optimization
Summary
As a Senior UX/UI Designer at Exinity, a leading FX brokerage company, I led the comprehensive redesign of the Forextime website and mobile platforms to enhance user experience and drive customer engagement. The project aimed to simplify complex trading and investing processes, improve the onboarding experience, and streamline deposit and withdrawal functionalities. By conducting thorough user research and collaborating closely with cross-functional teams, we identified key pain points and opportunities for improvement.
Our user-centered approach resulted in a visually appealing and highly functional platform that caters to both novice and experienced traders seeking financial freedom and independence. We focused on simplifying the onboarding process, including KYC verification, and optimising payment processes to make them more intuitive and user-friendly. The creation of a comprehensive design system ensured consistency across web and mobile platforms, enhancing usability and accessibility.
The successful implementation of these solutions not only improved user satisfaction but also contributed to higher completion rates during onboarding and increased transaction volumes. The project reinforced Exinity's mission to empower customers and solidified its position in the competitive FX brokerage market.
Understand the problem
User Research and Competitive Analysis
Exinity's Forextime platform was designed to attract customers interested in trading and investing for financial independence. However, the existing website and mobile applications presented challenges that hindered user engagement. The onboarding process was complex, KYC verification was cumbersome, and the deposit and withdrawal screens were not user-friendly, leading to user frustration and drop-offs.
To delve deeper into these issues, I conducted extensive user research and competitive analysis. Collaborating with the Marketing and Customer Support teams, we gathered valuable insights into user behavior, trading preferences, and pain points. We analyzed user flows and journeys to identify friction points, particularly in the onboarding and payment processes.
Developing User Personas and Journey Maps
The research revealed that users desired a more intuitive and seamless experience. The complexity of financial transactions and lack of clarity in the interface were significant barriers. There was a clear need to simplify the user experience to meet the expectations of a diverse, global user base. We developed user personas, information architecture, and journey maps to clearly define user problems and guide design solutions.
The Solution
Designing Wireframes and Prototypes
Addressing the identified challenges required a user-centered design approach. I created wireframes and interactive prototypes to visualize new design concepts, focusing on optimizing user flows for critical processes like onboarding and payments. High-fidelity designs were developed to make complex functions—such as credit card transactions, bank transfers, debit card payments, e-wallets, and crypto payments—intuitive and accessible.
Building a Design System and Ensuring Localization
To cater to Exinity's global audience, we implemented localisation strategies to enhance user experience across different markets. Building a comprehensive design system library was instrumental in maintaining consistency across web and mobile platforms, reducing rework, and improving team collaboration.
Outcomes
Improved User Engagement and Satisfaction
The redesign led to significant improvements in user engagement and satisfaction. The streamlined onboarding process resulted in higher completion rates, with a notable decrease in user drop-offs during KYC verification. Users found the new deposit and withdrawal screens more intuitive, leading to increased frequency and volume of transactions.
Enhanced Global Reach and Team Efficiency
By expanding and optimizing payment options through the integration of multiple service providers, we catered to diverse user preferences, enhancing the platform's appeal in various markets. Localization efforts ensured that users worldwide received a tailored experience that met regional needs and complied with local regulations.
The implementation of the comprehensive design system improved efficiency within the design and development teams, fostering better collaboration and reducing redundancies. Overall, the project successfully addressed user needs and business objectives, contributing to Exinity's mission of empowering customers seeking financial freedom and independence.
