Chainflip

A decentralized exchange protocol

I redesigned, built and sustained a website targeting four different
target audiences. From UX&UI to interaction design, and A&B testing.

I redesigned, built and sustained a website targeting four different target audiences. From UX&UI to interaction design, and A&B testing.

I redesigned, built and sustained
a website targeting four different target audiences. From UX&UI to interaction design, and A&B testing.

TL;DR

Pain points & Sitemap

Learning flow

Optimizing user flow

Role

Visual Designer
UI & UX Designer
Framer Developer

Development

Framer

Tools

Plausible, Google Analytics

Team

Marketing Lead

Product Marketer

Product Lead

Link

https://chainflip.io/

Problem

The existing site didn't clearly communicate the product's value to three distinct audiences: swappers, liquidity providers,
and ecosystem partners. Messaging was vague, key products weren't surfaced, and the design didn't build trust.

The existing site didn't clearly communicate the product's value to three distinct audiences: swappers, liquidity providers, and ecosystem partners. Messaging was vague, key products weren't surfaced, and the design didn't build trust.

Goal

Create dedicated pages for each audience with clear value propositions and user flows. Introduce an analytics section,
a knowledge hub, and restructured navigation to reduce drop-off. Design and build in Framer, without involving the engineering team.

Create a visual identity that would show Chainflip as an established company in space, not a startup anymore. Redesign and grow a website that now connects the four pieces of the puzzle: swappers, liquidity providers, integrators, and lenders. Build tools that could speed up production times and be used by non-designers.

Results

Launched within one month. 35% increase in swap conversions, 28% more engagement with LP content, 100% increase in page views.

Launched within one month. 35% increase in swap conversions,
28% more engagement with LP content, 100% increase in page views.

Homepage became the most visited and long-time spend page, holding the user on average 20 seconds.

Homepage became the most visited and long-time spend page, holding the user
on average 20 seconds.

Knowledge Hub increased SEO, IRO by 75%

Redesigned website converted x2 users to the bottom of the funnel: to start using our app.

Website traffic up 24% and new users up 50% following the rebrand. Constistent increase
of monthly users.

We reduced production time by 50%, making a designer (me) own end-to-end process.

The before

Chainflip's website had grown without a clear system. Navigation was inconsistent, messaging tried to speak to too many audiences
at once, and the primary actions: swap, earn, build, were buried. It didn't feel like a product people could trust with real money.

Chainflip's website had grown without a clear system. Navigation was inconsistent, messaging tried to speak to too many audiences at once, and the primary actions: swap, earn, build, were buried. It didn't feel like a product people could trust with real money.

Pain Points & Sitemap

After user interviews, we defined pain points for each user group. Our goal was to address each one and make the product feel accessible and trustworthy.

The new sitemap made the site easy to navigate, so each user group could find what they needed without friction.
A big part of what made this possible was introducing the Actions section for each user group of Chainflip.

The new sitemap made the site easy to navigate, so each user group could find what they needed without friction. A big part of what made this possible was introducing the Actions section for each user group of Chainflip.

Implementing the 'Learn' Flow for Better User Education

We introduced dedicated learning paths and in-depth educational content for swappers, liquidity providers, and developers. Covering tokenomics, liquidity provision, market-making, and decentralised swapping: with knowledge hubs, beginner-friendly guides, explainer
videos, and team insights. Making complex concepts accessible for every type of user.

We introduced dedicated learning paths and in-depth educational content for swappers, liquidity providers, and developers. Covering tokenomics, liquidity provision, market-making, and decentralised swapping: with knowledge hubs, beginner-friendly guides, explainer videos, and team insights. Making complex concepts accessible for every type of user.

Optimizing User Flow & Navigation

We fully reimagined the homepage as an intuitive entry point, leading with swapping, then guiding users deeper into other audiences:
liquidity providers, ecosystem partners, and validators.

We fully reimagined the homepage as an intuitive entry point, leading with swapping, then guiding users deeper into other audiences: liquidity providers, ecosystem partners, and validators.

A significant part of the redesign was improving search visibility. We audited existing keywords, identified gaps, and strengthened
the pages that weren't performing.

A significant part of the redesign was improving search visibility. We audited existing keywords, identified gaps, and strengthened the pages that weren't performing.