Overview
Role
Product Designer
Industry / Product
Fintech trading platform (B2C)
I worked as a Product Designer on a global online trading platform serving millions of retail traders across regions with very different experience levels and connectivity constraints. The platform needed to improve early user retention while clearly communicating its value in a crowded, competitive market.
Due to NDA, product names and visuals could not be presented. Contact me to view the presentation deck.
A large percentage of new users dropped off within their first session.
Key issues:
Beginners were overwhelmed by trading concepts presented too early
Experienced traders were slowed down by generic onboarding
Video-heavy tutorials failed in low-bandwidth regions
The platform’s core differentiators weren’t visible quickly enough
This created friction at the exact moment users were deciding whether to stay.
Design Goal:
How might we create a scalable onboarding experience that:
Adapted to different experience levels
Worked across regional connectivity constraints
Communicated the platform’s value immediately
As the Product Designer, I focused on:
Designing onboarding and early engagement flows
Collaborating with marketing and content teams on tutorials
Adapting experiences for low-bandwidth regions
Translating business USPs into clear, user-facing signals
Instead of a single linear onboarding flow, we designed a modular, adaptive onboarding strategy.
The guiding principle was:
Clarity and speed over completeness.
This allowed users to:
Learn progressively instead of all at once
Skip content that wasn’t relevant to their experience level
Access help only when they needed it
Step-by-step onboarding tailored to new vs experienced traders
Optional, on-demand tutorials instead of mandatory walkthroughs
Lightweight, text-first content in low-bandwidth regions
Prominent labeling to highlight key platform differentiators
Due to NDA, product names and visuals could not be presented. Contact me to view the presentation deck.
Improved early user retention across target regions
Higher engagement with onboarding and tutorials
Successful rollout across multiple global markets
Increased user confidence during first-time use
Personalization beats one-size-fits-all onboarding
Designing for regional constraints is a competitive advantage
Clear value communication matters more than feature depth early on