Vladislav Chistiakov Senior Product Designer

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SimpleSwap

Non-custodial crypto wallet across three platforms (Mobile App, Web App, Browser Extension)

INDUSTRY:

FINTECH, WEB3

YEAR:

2022

EXPERIENCE:

PRODUCT DESIGN

about.

My role : Worked as part of a product team alongside a product manager, analysts, and developers.

My Responsibilities: Conduct UX research (UX testing, A/B tests, customer development), monitor funnels, improve existing design and develop new features, maintain and expand the UI kit and design patterns.

01. Context

Crypto exchange and purchase are core functions of a crypto wallet — they directly impact conversion, user retention, and transaction volume.

Despite high traffic, a large percentage of users didn’t complete the exchange flow. Moreover, over 50% of completed exchanges were made through external wallet addresses, which meant funds didn’t stay within our ecosystem. As a result, we missed out on potential revenue from future transactions – a critical issue for the product’s value and business performance.

This needed to be fixed, as it directly affected both the product’s perceived value and key business metrics.

02. Research

To identify the problems, I used both qualitative and quantitative research methods:
• Analyzed funnels in Amplitude and identified the key drop-off points
• Collected user feedback from social media, NPS forms, and support requests
• Conducted moderated UX tests and hallway testing
• Compared our flow structure with competitor flows in the Web3 space

I identified the main issues and moved on to validating hypotheses and prioritizing improvements based on real user needs.

The flows were unclear to users, overloaded with unnecessary steps, included confusing technical terms, and lacked time estimates for completion — all of which led to excessive cognitive load.

Based on the research, I defined both problem and solution hypotheses. I assumed that users struggled to manage tariffs because there was no single interface and they depended on the backend team. Giving users the ability to add and manage data about clients, contracts, and tariff grids in one place — with a clear hierarchy and access restrictions – would reduce mistakes and make them fully autonomous.

03. Insights ✨

The research revealed several key issues affecting conversion and user trust.

04. Solution

To address the identified issues and validate our hypotheses, I implemented the following changes:

Separated exchange and purchase into two distinct entities
Optimized the progress bar into a single screen and described the process using more accessible language
Removed the ability to exchange between external wallet addresses to retain user funds within our wallet
Added an estimated completion time on the exchange confirmation screen
Introduced quick amount input buttons for both exchange and purchase flows
Added available balance and current exchange rate information to the main exchange screen
Added a widget to the wallet home screen displaying the status of ongoing exchanges and a countdown timer until completion

05. Outcomes

The redesigned flow led to significant improvements:

• Conversion rate for exchange and purchase increased from ~12% to 19%
• Number of external exchanges dropped by 25%, helping retain more user funds within the wallet
• Support requests related to confusion during the exchange process decreased noticeably