Key Highlights

• Part of the founding team, worked on 5+ products that were launched across web and app.
• The CoinDCX Lite app which was initially designed by me after leaving the organisation, as a freelancer. It was endorsed by multiple Indian celebrities and has over 10 million+ downloads on Android alone.

About CoinDCX

• India's largest cryptocurrency exchange with over 10 million+ users and $2B+ valuation.
• Offers product suite of trade, insta buy with Fiat currency, margin, futures, lend and has recently entered the DeFi space.
• At the time, I worked directly with the co-founders on with no product managers present in the team.
  

Native App

CoinDCX's first app was launched back in December 2018, as a hybrid android app. This app was released as a hybrid app; meaning, a web interface was overlaid on the android app. All the screens in the app except the sign-up/sign-in were web pages. This was done because of limited resources in terms of both team strength and time. Till then, CoinDCX had only two products DCXtrade and DCXinsta. This version of CoinDCX app had 10K+ downloads in its first 6 months through organic reach.

To overcome the challenges of the hybrid app and to launch the app on iOS, CoinDCX's development chose Flutter. With just a brief of integrating 5 different products in the new app, I designed the new app working with the CTO to scope out the project. Once designed, 60% of the development was completed. Even though so much effort had already been put in the new product team decided to pivot and descope the project to just 1 product of Insta (Buying crypto with Fiat currency).

I worked with the new product team on the new Lite app, which was initially designed by me after leaving the organisation, as a freelancer. It was endorsed by multiple Indian celebrities and has over 10 million+ downloads on Android alone.

Alerts

With the users requesting the feature of creating price alerts and the business goal of increasing engagement by sending timely user generated notifications, Alerts as a project was initiated. Upon discussion about the scope with the CTO, I was given a freehand on to create the best product around alerts. Competitive Analysis and User Research led me to discover the important role of technical indicators in the decision making process of placing a trade order. Keeping that in mind, Alerts powered by Technical Indicators were designed.

Discover how I reimagined the workflow of the Alerts feature for CoinDCX, integrating technical indicators, a commonly used feature in different context. Learn how I crafted an intuitive experience to keep users ahead in the market.

Click to view the Case Study

DCXinsta

Launched on 15th August 2018 (India's Independence Day), “Insta’s” primary goal was to allow retail Indian users to buy and sell cryptocurrencies quickly and easily. The goal of the redesign was to understand the barriers for entry into the crypto ecosystem for the people who were not already part of it and make it easier for users to buy their first cryptocurrency.
Exploratory research in form of qualitative and competitive nature was carried out to understand user’s expectations. This research would further help us in our growth, acquisition and marketing efforts.

Competitive Research

For this,  products in the different markets were tested to understand user flows and how they had evolved, since the last research that was carried out while designing v1 of Insta. Products that were observed could be divided into two categories, 1. Cryptocurrency apps in countries other than India.
2. Investing apps (Mutual Funds, stocks) in India.

Qualitative Research

Before starting a research a standard questionnaire was prepared. These questions were prepared to get insight into users who were not part of the cryptocurrency ecosystem yet. The questions revolved around their awareness, the actions that might trigger their buying decision and the actual actions they might take if they made a decision (understanding the acquisition channel). A total of 8 individuals were interviewed for this research.

I worked closely with the CEO on the research and design for this project which was unfortunately later parked.

Other Projects

Design projects that I worked across web and app, all of which were started from scratch and in some cases later revamped:

• Products: Trade, Insta, Margin, Derivatives, Lend
• Supporting Products/Features: Convert, Markets, Referral, Sub Account, Price Alerts, Themes, Notification Center
• Projects which were designed but not launched: Dashboard, OTC, Technical Indicator Alerts

For more than a year I was working on both marketing graphics across various social media platforms, as well as, designing landing pages, parallely while taking care of product design.