Wallex Price Page Engagement
Wallex Price Page Engagement
Nov
2024
Role
Product Designer
Platform
Web app
Industry
Crypto Exchange
Timeline
~2 months
Role
Product Designer
Platform
Web app
Industry
Crypto Exchange
Timeline
~2 months
Overview
Wallex's SEO team identified a gap in organic search performance across the platform's price pages. The goal was to improve Google rankings by increasing user engagement, and the design team was brought in to make it happen.
Wallex's SEO team identified a gap in organic search performance across the platform's price page. The goal was to improve Google rankings by increasing user engagement, and the design team was brought in to make it happen.
The Problem
The SEO team flagged that engagement signals across Wallex's price pages were weak. Users weren't staying long enough or interacting with the pages, which was hurting organic rankings.
The SEO team flagged that engagement signals across Wallex's price pages were weak. Users weren't staying long enough or interacting with the pages, which was hurting organic rankings.
The impact was visible:
The impact was visible:
The Bitcoin price page was sitting at rank 3
The Bitcoin price page was sitting at rank 3
Price pages for Dogecoin and Shiba Inu weren't appearing on the first page of Google at all
Price pages for Dogecoin and Shiba Inu weren't appearing on the first page of Google at all
The ask was to increase time on page and interaction rate across all price pages, not to design a specific feature.
The ask was to increase time on page and interaction rate across all price pages, not to design a specific feature.
Discovery
Before jumping to solutions, I looked into how users were actually behaving on these pages using Microsoft Clarity, reviewing session recordings and heatmaps.
Before jumping to solutions, I looked into how users were actually behaving on these pages using Microsoft Clarity, reviewing session recordings and heatmaps.
The pattern was clear: user landed on the page and scrolled to the first or second fold at most, exactly where the price and chart were, then left. some users did scroll further, but there didn't seem to be anything worth interacting with further down the page either. Beyond that, the page had nothing to engage with
The pattern was clear: user landed on the page and scrolled to the first or second fold at most, exactly where the price and chart were, then left. some users did scroll further, but there didn't seem to be anything worth interacting with further down the page either. Beyond that, the page had nothing to engage with
The pattern was clear: users landed on the page and scrolled to the first or second fold at most, exactly where the price and chart were, them left, Some user did scroll further, but there didn't seem to be anything worth interacting with furthur down the page either. Beyond that, the page had nothing to engage with.
This told us the problem wasn't about trading functionality, it was about engagement on a page that had none built in.
This told us the problem wasn't about trading functionality, it was about engagement on a page that had none built in.
Approach
The team worked in a agile setup, so instead of a long research and prototyping cycle, we followed a lean UX approach: identity the problem, ideate, build, and measure against real data after launch
The team worked in a agile setup, so instead of a long research and prototyping cycle, we followed a lean UX approach: identity the problem, ideate, build, and measure against real data after launch
Working closely with the PM, I started benchmarking, but deliberately looked beyond crypto platforms. Since the core issue was engagement rather than trading, I looked at products from the entertainment industry, an area I'm particularly drawn to, to see how they kept users coming back.
Working closely with the PM, I started benchmarking, but deliberately looked beyond crypto platforms. Since the core issue was engagement rather than trading, I looked at products from the entertainment industry, an area I'm particularly drawn to, to see how they kept users coming back.
This is where the spin wheel concept came from, I'd seen an app use a similar reward wheel mechanic tied to social campaigns. For the comment section, I looked at competitor platforms that had added discussion layers to similar pages.
This is where the spin wheel concept came from, I'd seen an app use a similar reward wheel mechanic tied to social campaigns. For the comment section, I looked at competitor platforms that had added discussion layers to similar pages.
I also proposed a broader community feature to the PM, allowing users to follow discussions, creators, or topics around each coin. Given the resources and timeline at the time, this wasn't feasible as a full feature. Instead, we agreed to start with a comment section as a first step, something that could deliver value immediately and be expanded into a fuller community experience later.
I also proposed a broader community feature to the PM, allowing users to follow discussions, creators, or topics around each coin. Given the resources and timeline at the time, this wasn't feasible as a full feature. Instead, we agreed to start with a comment section as a first step, something that could deliver value immediately and be expanded into a fuller community experience later.
The features were launched directly without a separate prototype or testing phase. This was a calculated risk, since the changes were on parts of the page that didn't interfere with the core trading experience, so they could be tested quickly and rolled back or adjusted if needed.
The features were launched directly without a separate prototype or testing phase. This was a calculated risk, since the changes were on parts of the page that didn't interfere with the core trading experience, so they could be tested quickly and rolled back or adjusted if needed.
Approach
Spin Wheel
Daily Airdrop
Comment Section
Each feature took approximately 2 weeks to design, in parallel with other ongoing work.
Outcome
The features were rolled out across all price pages on Wallex. Within 1-2 months of launch, organic search performance improved across the board:
The features were rolled out across all price pages on Wallex. Within 1-2 months of launch, organic search performance improved across the board:
From these sessions, three design principles also emerged that shaped every feature going forward:
From these sessions, three design principle also emerged that shaped every feature going forward:
Bitcoin price page moved from rank 3 to rank 1
Dogecoin and Shiba Ino price pages entered Google's first page for the first time
Page engagement and session duration showed measurable improvement, tracked via Microsoft Clarity
This project was a good example of design serving a non traditional goad, SEO. The constraint of improving engagement without disrupting the core trading experience pushed us toward features that added genuine value for users, not just time on page tricks
This project was a good example of design serving a non traditional goad, SEO. The constraint of improving engagement without disrupting the core trading experience pushed us toward features that added genuine value for users, not just time on page tricks
Wallex Price Page Engagement
Nov
2024
Role
Product Designer
Platform
Web app
Industry
Crypto Exchange
Timeline
~2 months
Overview
Wallex's SEO team identified a gap in organic search performance across the platform's price page. The goal was to improve Google rankings by increasing user engagement, and the design team was brought in to make it happen.
The Problem
The SEO team flagged that engagement signals across Wallex's price pages were weak. Users weren't staying long enough or interacting with the pages, which was hurting organic rankings.
The impact was visible:
The Bitcoin price page was sitting at rank 3
Price pages for Dogecoin and Shiba Inu weren't appearing on the first page of Google at all
The ask was to increase time on page and interaction rate across all price pages, not to design a specific feature.
Discovery
Before jumping to solutions, I looked into how users were actually behaving on these pages using Microsoft Clarity, reviewing session recordings and heatmaps.
The pattern was clear: users landed on the page and scrolled to the first or second fold at most, exactly where the price and chart were, them left, Some user did scroll further, but there didn't seem to be anything worth interacting with furthur down the page either. Beyond that, the page had nothing to engage with.
This told us the problem wasn't about trading functionality, it was about engagement on a page that had none built in.
Approach
The team worked in a agile setup, so instead of a long research and prototyping cycle, we followed a lean UX approach: identity the problem, ideate, build, and measure against real data after launch
Working closely with the PM, I started benchmarking, but deliberately looked beyond crypto platforms. Since the core issue was engagement rather than trading, I looked at products from the entertainment industry, an area I'm particularly drawn to, to see how they kept users coming back.
This is where the spin wheel concept came from, I'd seen an app use a similar reward wheel mechanic tied to social campaigns. For the comment section, I looked at competitor platforms that had added discussion layers to similar pages.
I also proposed a broader community feature to the PM, allowing users to follow discussions, creators, or topics around each coin. Given the resources and timeline at the time, this wasn't feasible as a full feature. Instead, we agreed to start with a comment section as a first step, something that could deliver value immediately and be expanded into a fuller community experience later.
The features were launched directly without a separate prototype or testing phase. This was a calculated risk, since the changes were on parts of the page that didn't interfere with the core trading experience, so they could be tested quickly and rolled back or adjusted if needed.
Approach
Spin Wheel
Daily Airdrop
Comment Section
Each feature took approximately 2 weeks to design, in parallel with other ongoing work.
Outcome
The features were rolled out across all price pages on Wallex. Within 1-2 months of launch, organic search performance improved across the board:
From these sessions, three design principle also emerged that shaped every feature going forward: