Earn Restructure

— 2023

Simplifying the OKX Financial Products offerings from 8 product lines to 3. 

DELIVERABLES

Revised information architecture
Low-fi prototypes
Development ready designs

RESTRUCTURE GOALS

Simplify the experience

From 8 Financial Products to 3. Reducing confusion, streamlining subscription processes and providing product education for our users

Standardise UI and UX flow

Implementing a cohesive design language that is represented throughout all Earn products and aligned to the OKX brand

Focus on user centricity

Reducing product options, providing users the right tools at the right time, allowing users to personalise their experience

REVISED INFORMATION ARCHITECTURE

BEFORE 

The original design had complicated products offerings - highlighting eight products under one Earn umbrella, an inconsistent UIUX between the products, and was business-centric, not user-centric, promoting all products instead of personalised recommendations based on user needs.

AFTER

The new design delivers:

• A radical simplification on user experience - Three product categories with clear differentiators. Standardised method of product education, APY explanation and FAQs.
• Consistent UI components and UX flow - Easy product comparison, unified filtering options and education, updated UI to align with the OKX brand, cross-selling to explore all Earn products. 
• Intuitive usability - Advanced product filtering and sorting mechanism, including default display logic according to users’ current crypto holding, educating users at the right time in the journey.

Earn landing and product landing template

Product landing pages

Product subscription screens

Standardised Help Centres

MEASURING SUCCESS

Metrics

Within the first month of launch, the Earn product restructure resulted in:

• 25.89%‭ ‬increase in click-through rates from landing to subscription pages
• 6.41%‭ ‬increase in conversions

© REBECCA JENNINGS 2024