Kraken
Kraken
23% Increase in MAU
Crypto
Apr 2025
This project reimagines the crypto trading experience across mobile and web, blending a premium interface with functional clarity. We designed a sleek, dark-themed dashboard and mobile screens for Kraken-style trading, focusing on high-conversion flows like portfolio views, recurring buys, and performance insights. The UI is built to make complex data more digestible—from coin performance tracking to order actions—using clean layouts, iconography, and thoughtful micro-interactions.
Context & Challenge
Kraken’s U.S. onboarding flow had high drop-off rates, especially at KYC, due to unclear messaging, inconsistent UX across platforms, and a lack of personalization. This directly impacted activation and user acquisition.
Solutions
Aligned Strategy with Product & Marketing – Partnered with PMs and marketing to refine onboarding narratives, ensuring consistency across channels.
Data-Driven Decisions – Led funnel analysis and A/B testing, identifying friction points and iterating on key flows.
User-Centric Design – Worked with research to tailor onboarding for different user types (traders vs. beginners), reducing cognitive load.
Cross-Platform Consistency – Standardized web and mobile experiences to improve clarity and conversion.
