Making sense of Cryptocurrency P2P Trading

(Pexpay Website, 2022)

(UX Writing)

20+

content created helping

the onboarding of first-time traders

5+

languages being translated from the original written English content

100+

IOS & Android Strings created and tested

50+

CTA micro-copies evaluated and improved

Leveraging Binance Onboarding & walk-throughs experience for first-time traders

DESCRIPTION ✍️

The Binance Pexpay Walk-throughs is a UX writing project with the focus on maintaining a consistent brand Tone Of Voice. The project aims to create a thoughtful onboarding experience that speaks to the needs of first-time users in the trading flows

Deliverables

22+ Onboarding Conten
50+ IOS/Android Strings
Localization Instructions

Role

UX Writing
UX Research

Agile Methodology

Project Management

Stakeholders

First-Time Trading Users
User Testing Participants
UX/UI Team
Localization Teams
Management and Executives

Tools

Google Excel
Google Docs
Google Slides

Figma

Timeline

November 2022 - December 2022

about

the challenge

As part of the UX team at Binance, I was assigned to review content for Peer-to-peer trading tutorial for first time users. New users might have a difficult time understanding the meaning behind each element on Pexpay website and its purpose.

"We have to effectively guide first-time traders and offer the support they need"

approach

project goals

Empathy: In order to empathize with trading users, I exposed myself as the first-time traders to Pexpay Website.
Brand voice: The product goal is to follow brand tone of voice, matching the copy tone and word choice throughout the design system.
Localization: The copy will be translated into 6 different languages, so providing precise instructions to local translators is necessary.

process

identify the users

Non-login users:
- Displaying tutorial and saving in traders cookies storage
Login users:
- Displaying tutorial for new traders who have not placed c2c order before
Existing users:
- Displaying tutorial for traders who have cleared their cookies storage

credits

UX Writer: Cheryl Vo

Mentor: Kai Neo

With the help of Localization and Developers Team

goals

project goals

Increase web/app order conversion rate between two groups:
- new users who see tutorial
- new users who does not see tutorial
Reduce confusion and time consuming:
- Most traders have certain knowledge about basic trading definitions such as Margin, P2P, Buy, Sell, Index,..etc. The goal is to walk them through Product Tour without over-educating them.