Overview

This Landing Page aims to create an enticing, user-friendly, and trustworthy online platform that showcases the benefits and features of the DeFi trading portal, targeting crypto traders, investors, and enthusiasts. The project focuses on delivering crucial information about the trading platform, supported assets, fee structures, and security measures. By conducting thorough research, creating responsive designs, incorporating clear calls-to-action, and developing a visually appealing and professional look, the landing page aims to attract potential users, instill trust, and encourage registration and usage of the DeFi trading portal, ultimately driving user acquisition and growth.

Objective

To redesign the existing DeFi trading portal landing page to achieve a more professional look and feel, instilling trust and credibility in potential users.

Research & Analysis

I started by defining the problem: why our original design conveyed an overly playful and fun mood.

I analyzed and identified the following root causes:

1. Various components used excessively rounded borders, creating a youthful, soft, and playful impression.

2. The style of the artwork used.

3. The proportion of colors used on the landing page. The original design relied heavily on white and orange, resulting in a predominantly orange aesthetic that felt constantly playful and exciting to users.

4. The tone of words used.

After defining these problems, I started to make improvements and addressed the root causes while also considering other platforms. Here's how I addressed these issues:

1. I adjusted the border radius to be more angular, giving a sense of stability and strength.

2. I modified the style of the artwork to be less playful and convey more maturity.

3. I reduced the use of orange, which conveyed playfulness, and opted for a darker tone background to project a more professional and intriguing vibe.

4. I adjusted the tone of the words to appear more professional.

   
   

   

Wireframe

In the wireframing process, the main focus was on the arrangement order of the content or the user journey: what should be narrated first and what should be narrated later. The challenge in design was that we wanted to target three user groups: Retail, Developers, and Institutions. This required a high level of detail in laying out various elements.

I discussed with stakeholders to prioritize target users to ensure mutual understanding. Having multiple target user groups on a single landing page means that there's a substantial amount of content. Therefore, I designed various shortcut actions so users can quickly skip to the content they are interested in.

Visual Design

In terms of UI design, this involves bringing to life the various solutions that I had planned and researched from the beginning. This includes increasing the use of black color, reducing the use of orange to decrease the playful feeling, and paying attention to the details of the border radius of various components. I designed these to use smaller values to make them appear more serious.

Since this landing page is the main page of the product, I designed it with an emphasis on the product's identity or CI (Corporate Identity). This includes the use of diamonds or gimmicks in making dividers that reflect the CI of the Product.

Result & Impact

In summary, one month after the launch, there were a total of 8,000 page views. The conversion rate for leading clicks to launch the dApp was at 74%.
Furthermore, for the institutional segment, there were more than 8 institutions that showed interest and contacted us to discuss further.