Redesigned the first deposit experience as part of the Exchange platform revamp, helping new users move from account creation to funding with a clearer and more guided journey.
Context & challenge
The first deposit is a critical milestone in the user journey, but the existing experience created friction for new users.
Business goal – support the wider Exchange revamp objective of reducing the journey from sign-up to first trade to under 8 minutes.
Key challenges:
- Unclear entry points and guidance for first-time users.
- Complex forms and multiple funding options increasing decision effort.
- Inconsistent experience across platforms, with some deposit methods available only on mobile and others only on web.
- Limited visibility into where users were dropping off in the journey.
Understanding the problem
I analysed the existing deposit journey end-to-end to identify where users experienced friction:
- Reviewing customer support tickets to understand recurring issues.
- Competitor analysis of onboarding and funding experiences.
- Working with Product to understand business goals, operational constraints, and available funding methods.
Key questions
- Where do users hesitate or drop off?
- How can we guide first-time users towards the most suitable funding method?
- How can we balance speed with the complexity of different deposit options?
Design approach
I redesigned the experience around reducing decision-making effort and improving confidence.
Key improvements
- Reworked entry points to make deposit easier to discover.
- Restructured the deposit flow around the fastest and most reliable funding options.
- Improved form presentation and guidance for first-time users.
- Created a clearer path from account creation to first funding action.
Outcome & impact
Created a clearer first deposit experience that helped users fund their account confidently and supported the goal of reducing sign-up to first trade to under 8 minutes.
Established tracking across key deposit steps, creating visibility into user behaviour and drop-off points for future optimisation.
Enabled ongoing analysis of the onboarding funnel and identification of further improvement opportunities.
