Industry

Currency Exchange

Year

2021-2022

Client

UTT

UTT Exchange Platform

‍Research

1. Face to face interview

We visited our client's office to interview two groups of workers: those who directly interact with buyers and those who manage customers and merchants. The operation workers expressed their desire for an app that would allow customers to perform transactions independently at any time. This would free up the workers to handle other customer service issues and reduce the time spent processing large orders. For these reasons, a cryptocurrency exchange app emerged as the ideal solution. Also, we observed their transaction process and asked questions about the customer feedbacks that they collected, to understand their daily use case and work journey includes backstage process, which help us to reveal user needs and clarify the pain points.

After analyzing the interviews, we defined the workflow and use cases for the digital platform. The exchange platform was divided into two main components: the customer journey and backstage operations. These components were designed to align with specific user goals and business objectives, improving both user and worker experiences by streamlining digital platform processes. For customers who need additional support, we included a real-time chat function connecting them with remote experts.

‍Since the service was designed from scratch, I quickly drafted a simplified service flow. This flow clarifies how to implement the service in the app and helps our client understand the process more clearly before we create a detailed flow.

2. Competitive analysis

Although UTT has no direct local competitors, it competes with established platforms like Binance, Crypto.com, and Bybit. These platforms provide comprehensive C2C fiat and USDT transaction services and maintain strong customer bases in Hong Kong. Users on these platforms can trade USDT and other cryptocurrencies without time or location constraints. Understanding these competitors through detailed analysis would strengthen both our design approach and marketing strategy.

‍Each platform offers a unique C2C exchange experience with distinct strengths:

  • Binance provides extensive fiat support and zero fees but may be complex for beginners.

  • Crypto.com offers an intuitive interface with strong security but has variable fees and limited fiat options.

  • Bybit delivers a user-friendly experience with no fees but supports fewer fiat currencies and may have lower liquidity.

  • UTT offers competitive and transparent fees, providing some of the best rates for price-conscious users. The company operates legally and is regulated in Hong Kong.

‍We ensure clear transaction status updates and estimated completion times to reduce uncertainty during longer transactions. Additionally, we provide 24/7 real-time chat support and verified exchange location addresses to enhance trustworthiness.

‍Validate  / Influence

We successfully launched the first version, addressing numerous existing pain points and significantly reducing the time workers spent on orders. Following the initial release, we conducted user testing to gather feedback. Based on these insights, we swiftly refined the order processing UI, making it more precise and clear. Additionally, we streamlined the registration and login process for improved efficiency.

Results and Impact of our validation:

  • Reduced frontline workload by introducing an app platform for regular customers

  • Increased user engagement, particularly on the market page, with price comparison emerging as a popular feature

  • Shortened the order placement cycle, improving transaction efficiency

  • Enhanced our client's business operations and facilitated customer base expansion

This would free up the workers to handle other customer service issues and reduce the time spent processing large orders. For these reasons, a cryptocurrency exchange app emerged as the ideal solution.

‍Validate  / Influence

We successfully launched the first version, addressing numerous existing pain points and significantly reducing the time workers spent on orders. Following the initial release, we conducted user testing to gather feedback. Based on these insights, we swiftly refined the order processing UI, making it more precise and clear. Additionally, we streamlined the registration and login process for improved efficiency.

Results and Impact of our validation:

  • Reduced frontline workload by introducing an app platform for regular customers

  • Increased user engagement, particularly on the market page, with price comparison emerging as a popular feature

  • Shortened the order placement cycle, improving transaction efficiency

  • Enhanced our client's business operations and facilitated customer base expansion

This would free up the workers to handle other customer service issues and reduce the time spent processing large orders. For these reasons, a cryptocurrency exchange app emerged as the ideal solution.

‍Validate  / Influence

We successfully launched the first version, addressing numerous existing pain points and significantly reducing the time workers spent on orders. Following the initial release, we conducted user testing to gather feedback. Based on these insights, we swiftly refined the order processing UI, making it more precise and clear. Additionally, we streamlined the registration and login process for improved efficiency.

Results and Impact of our validation:

  • Reduced frontline workload by introducing an app platform for regular customers

  • Increased user engagement, particularly on the market page, with price comparison emerging as a popular feature

  • Shortened the order placement cycle, improving transaction efficiency

  • Enhanced our client's business operations and facilitated customer base expansion

This would free up the workers to handle other customer service issues and reduce the time spent processing large orders. For these reasons, a cryptocurrency exchange app emerged as the ideal solution.