OKX
At OKX, the mandate was twofold: push into strict regulatory markets, and simplify complex derivatives for retail users. At the same time, we needed to increase the design team's velocity.
I led the design strategy across 6 major initiatives to solve these problems systemically. The work fell into three pillars: Expanding the Market, Revamping the Core Engine, and Building Leverage.
MY ROLE
Senior Product Designer (Advanced Trading)
TIMELINE
PROJECT 1
Problem
76.3% of trading volume comes from perpetual contracts. Yet, this product only existed inside our pro-tier Advanced Mode. The pro-grade interface (order books, margin modes, manual fund transfers) locked our largest retail user base out of our most profitable instrument.
Business Case
I benchmarked Kraken and Coinbase International, modeling the upside of an intuitive derivatives surface. Capturing this market represented a $7M–$9M monthly revenue opportunity. This data secured executive buy-in.
Solution
I led the design strategy for "Simple Perps." The strategic wedge was eliminating the internal transfer ceremony. We designed an auto-transfer flow between funding and trading accounts, defaulting to isolated margin with a mandatory Stop-Loss.
Outcome
The result is a sophisticated derivative that feels as intuitive as buying spot crypto. By solving the core friction point, this project aligned Product and Engineering around a 0→1 market expansion play.
PROJECT 2
Problem
Australia is a high-value, highly regulated crypto market. The goal: become the first ASIC-licensed exchange to offer regulated retail derivatives, without fracturing our global UI architecture.
Business Case
ASIC guidelines mandated a strict 2x leverage cap and eligibility checks. Internal modeling showed Perpetual Contracts would drive 95% of retail volume, dictating a phased rollout strategy.
The Solution & Outcome
I led the end-to-end design of a two-phase rollout. Instead of treating compliance as a legal roadblock, I designed a seamless eligibility onboarding flow that felt like a premium feature unlock.
The Solution & Outcome
The launch secured our first-mover advantage. In the first quarter, the regulated retail derivatives surface drove over $450M in daily trading volume (DTV).
PROJECT 2
Problem
Despite offering a 4.1% APY (boosted to 5%), USDG adoption was stalling. The root cause: users didn't know the yield existed until they actively sought out the Earn product. Yield was invisible at the point of deposit.
Business Case
The objective: increase USDG stablecoin holdings (target: 10x AUM) and increase OKX's revenue share from the underlying Earn product (target: +15% CTR).
The Solution & Outcome
I brought the Earn value proposition into the core deposit flow. I led the UX/UI for a cross-sell integration that surfaced the APY directly on the token selection screen, QR code page, and deposit details.
The Solution & Outcome
The deposit-flow integration drove a 15x increase in USDG AUM and increased the baseline CTR on USDG placements by 32%, directly increasing OKX's Earn revenue.
PROJECT 4
Problem
Research revealed a critical bottleneck: 60-70% of retail users cited "lack of understanding" as their #1 blocker. While competitors added standalone chatbots, nobody was building a unified intelligence layer. The opportunity: a 200M+ digital finance user base.
Business Case
I mapped AI capabilities to the user funnel. Models projected a 15-20% lift in WAU and a 30% increase in ARPU through progressive automation and predictive analytics.
Solution
I architected a 3-layer model (Data, Intelligence, Presentation) fusing exchange data with cross-chain wallet data across 70+ blockchains. To prove value, I designed two core trade-page integrations: an AI Market Summary and an AI Trading Prediction tool.
Strategic Moat
I aligned Product and Engineering around a 4 phase rollout stretching through 2026. This shifted OKX from a reactive trading platform to a proactive financial intelligence engine – creating a proprietary data advantage competitors couldn't replicate.
