Role
Lead Product Design
Project
Expert Pick’s
Services
User Research
Design Strategy
Product Design
Intro
{Intro}
CoinDCX is India’s largest crypto exchange founded in 2019. They have a strong reputation and brand in the industry.
Here, we will focus on their Trade Advisory product ‘Expert Pick’s’ to empower new users with strategies and risk management to take trades.
Where we started
Problem statement
As CoinDCX scaled, newly acquired users were being introduced to the world of futures trading. The potential was exciting but the experience was fragmented and overwhelming, thus inducing anxiety.
Why is this a problem ?
We noted down everything from support tickets, talking to users, by looking at data and focused on some key pain points
Summary
%%Tracking Issues -%% Users struggled to follow scattered trade signals.
%%Delayed Insights -%% Telegram-based trade calls lacked real-time updates.
%%Risk Management Gaps -%% Managing stop-loss and leverage was difficult.
%%Trade Adoption Hurdles -%% Spot traders lacked direction to transition into trading futures.
Opportunities
This presented an opportunity to onboard new users by enabling guided, profitable trades ultimately boosting our trading volumes. To support this, we needed to integrate trade insights directly in-app, making them more accessible, actionable, and trustworthy.
so What
do we need
to do
Laying the Foundation
User research & insights
We decided to focus on the below targets based on what we learnt from our findings
Summary
%%93% %%of users seek daily trade advisory.
%%84% %% prefer real-time advisory integrated into the platform.
%%30% %% uplift in Average Transactions Per User (ATPU) was observed in users who adopted advisory.
%%28% %% of users found Telegram signals hard to follow.
Competitive Analysis
We analysed advisory solutions from Univest, Delta and Liquide, which offer trade signals via a subscription model. The approach was different, we provided this service for free to build user trust in crypto. No existing crypto trading platform offers an in-app advisory experience integrated with seamless execution capabilities, making this a first-mover advantage.
Setting out to solve
The Solution
We designed a seamless, on-product trade advisory experience specifically for new crypto users, ensuring an easy learning process without reliance on external resources.
Real time updates
Status tracking for trade calls, Sorting based on M-cap, Instant alerts via notifications, in-app visibility, Trade Analysis Report.
Enhance core action flows
One-tap trade execution form, Trade call cards with pre-filled details, Smart user preference redirection to orders forms.
Advisory Call Supply portal
Dashboard for structured trade signal submissions, logs for transparency, Strict QA process for safe calls to go live.
Let's
ideate
The Vision
Positioning strategy
To bridge the gap between high learning curve and new users, we needed to rethink how we portray our superhero calls via the app. Below is the telegram channel used before the in-app design
After looking at other similar products, we realised that there is a certain sense of coldness in the way most products behave and speak to their users.
To put our new users in the centre of the experience, we decided to go ahead with portraying the entire communication from the user’s point of view. To do this I designed the trade call communication with a live trade status tracker.
This also meant delivering status updates in 1st person, as if they were coming from the trader
since
launch
The Outcome
Refinements
We realised that this UI + status driven communication isn't enough to replicate the real world. Indicators like High risk, Risk to reward ratio, Confidence meter, Most traded token etc. were needed to boost the confidence & trust in users. If the status is always stagnant whenever a call is launched, it does not adapt to scenarios like market alerts & fluctuation etc., it won't be of much use.
The status updates need to be delightful, and instil confidence in them to trust the service and the trader. We made sure that the message is sent out immediately to protect our users investments.
Initial results Post Launch
+
147
%
ATPU (average trade per user) growth among New traders
+
122
%
Increase in first-time futures adoption from spot users.
+
81
%
Notification engagement rate, indicating strong interest.
Conclusion
The overall impact of the project was positive. Nevertheless, there were tons of learnings and a lot of areas to improve upon. Feel free to reach out to know more about how I worked to ship the project.
By transitioning from an off-platform advisory model to an in-app trading advisor, we have improved user experience, trade execution, and futures adoption. The Trading Advisory Experience now offers a structured, reliable, and data-driven approach to making informed crypto trading decisions.
Future Roadmap
For future, we had planned a lot of updates like Introduce automated trade execution for intermediate & pro users, Implementing AI-driven trade recommendations for personalised insights, Expand to a freemium model with tiered advisory access.
Thanks for making it till the end :)
