YAHOO FINANCE
CRYPTO
TRADING
Aiming to take a trusted financial research platform and evolve it into a place where users could securely explore, trade, and manage cryptocurrencies
Timeframe
4.2022 - 10.2022
Role
Lead product designer
Platform
Native apps, Desktop, Mobile web
The Overview
Expanding from research to trading - A Multiplatform Solution
In 2022, I collaborated with cross-functional teams at Yahoo Finance (YF) to design its first-ever crypto trading platform. The project aimed to take YF’s trusted financial research platform and evolve it into a place where users could securely explore, trade, and manage cryptocurrencies. As the senior product designer, my role was to craft a user experience that catered to both experienced crypto traders and crypto-curious users, making crypto accessible and safe to a broad audience.
However, due to the collapse of FTX in late 2022, this project did not launch. As a result, actual user metrics were never obtained, but the design process, user testing, and expected outcomes provide valuable insights into the potential impact.
However, due to the collapse of FTX in late 2022, this project did not launch. As a result, actual user metrics were never obtained, but the design process, user testing, and expected outcomes provide valuable insights into the potential impact.
The Problem
Trust and Usability Gaps in Crypto Trading
The challenge was clear: while many users were interested in cryptocurrency, they faced a sea of untrustworthy information and were concerned about the security of their funds. Crypto-curious users especially needed an easy-to-use platform that could guide them through education, secure account setup, trading, and managing their crypto investments. Yahoo Finance, as a trusted financial platform, had the opportunity to fill this gap.
Complexity of Multi-Team Coordination and Compliance Requirements
Another challenge comes with closed collaboration across multiple teams—Identity, Security, Paranoid, and Engineering—each with distinct requirements and compliance standards. Frequent changes in security protocols, user verification needs, and regulatory restrictions added to the complexity. Aligning these inputs across platforms was crucial to ensure a seamless, compliant, and user-friendly experience.
The Solution
A Seamless Crypto Trading Experience in Three Phases
Our crypto trading platform for Yahoo Finance was designed to guide users through each stage of their crypto journey, with three interconnected phases: Pre-Trading, During Trading, and After Trading. These phases form a cohesive flow that takes users from account setup through trading to portfolio management, ensuring a seamless experience at every step.
The Pre-Trading phase covers initial setup steps like account creation, identity verification, bank linking, and e-wallet funding. From there, users move into the During Trading phase, where they can explore, buy, and sell cryptocurrencies with transparent pricing and real-time updates. Finally, the After Trading phase focuses on account management and portfolio tracking, allowing users to monitor performance and manage their holdings within Yahoo Finance.
The Pre-Trading phase covers initial setup steps like account creation, identity verification, bank linking, and e-wallet funding. From there, users move into the During Trading phase, where they can explore, buy, and sell cryptocurrencies with transparent pricing and real-time updates. Finally, the After Trading phase focuses on account management and portfolio tracking, allowing users to monitor performance and manage their holdings within Yahoo Finance.
Pre-trading: Build Trust
Focused on setting up users with secure account creation, identity verification, and bank linking. This phase ensures users are fully prepared with all necessary setups before they begin trading.
During-trading: Simplicity & Usability
Centers on the core trading experience, allowing users to explore, buy, and sell cryptocurrencies. This phase emphasizes transparency, with clear information on prices, fees, and real-time balances to facilitate confident trading.
After-trading: Transparency
Supports users in managing their accounts and tracking their portfolio performance. This phase includes tools for account management, notifications, and ongoing monitoring, allowing users to keep up with their investments effortlessly.4o
The Challenge #1
Edge Cases and Regulatory Constraints
Given the dynamic nature of crypto and regulatory requirements, we had to account for multiple user flows and edge cases:
The Challenge #2
Designing for All Platforms
To provide an integrated and seamless experience across all platforms (web and native apps - iOS, iPadOS and Android) in which a user can explore crypto, securely create a trading account, transfer funds for crypto trades, initiate a trade request for buying or selling crypto and then track their investments within the Yahoo portfolio function.
Additionally, the user must be supported throughout the transaction with exceptional customer care support on the Yahoo side prior to the transaction and the FTX side during and after the transaction if issues arise.
Additionally, the user must be supported throughout the transaction with exceptional customer care support on the Yahoo side prior to the transaction and the FTX side during and after the transaction if issues arise.
The Challenge #3
Cross-Team Collaboration
To build this platform, I worked with several teams, each with unique requirements and constraints:
Requirements from - Legal, Privacy, Plaid, FTX, etc.
As the project progressed, the design team received constant updates from both internal teams, such as Legal and Privacy, and external partners like FTX and Plaid. These updates included evolving requirements, such as withdrawal and deposit limits, which required significant design adjustments across all four platforms. This frequent rework added considerable complexity and workload for the design team as we adapted to new specifications.
Collaborate with - Illustration Team
To develop crypto-specific icons and visuals that would foster a friendly, accessible look.
Collaborate with - Marketing Team
To align the design with promotional content and ensure a consistent branding experience.
Usability Testing
Validated need for phase 2 focus: incentive & education
The whole design flow has gone through a thorough user research study with the user groups and testing focuses listed below.
During the research, we have confirmed, validated and discovered a lot of great user insights.
During the research, we have confirmed, validated and discovered a lot of great user insights.
Expected Outcome
If Not for FTX's November 2022 Collapse
Due to the collapse of FTX, the project has only been employee launched.
However, we had projected several success metrics based on user research and testing:
1. User Engagement: We anticipated a 20-30% increase in engagement from existing Yahoo Finance users transitioning into crypto trading, driven by the integration of educational content and seamless trading functionality.
2. Platform Adoption: Given Yahoo Finance’s large existing user base, we expected that 15% of crypto-curious users would convert to active traders within three months of launch.
3. Retention: By offering educational content, a simplified trading process, and strong security measures, we aimed for a retention rate of 50% among new crypto traders within the first six months.
4. Revenue Growth: The platform was expected to drive incremental revenue growth through trading fees and increased user engagement with premium financial tools.
However, we had projected several success metrics based on user research and testing:
1. User Engagement: We anticipated a 20-30% increase in engagement from existing Yahoo Finance users transitioning into crypto trading, driven by the integration of educational content and seamless trading functionality.
2. Platform Adoption: Given Yahoo Finance’s large existing user base, we expected that 15% of crypto-curious users would convert to active traders within three months of launch.
3. Retention: By offering educational content, a simplified trading process, and strong security measures, we aimed for a retention rate of 50% among new crypto traders within the first six months.
4. Revenue Growth: The platform was expected to drive incremental revenue growth through trading fees and increased user engagement with premium financial tools.
Reflection
Key Learnings and Process Improvements
This project underscored the importance of early involvement from all critical teams to avoid rework and ensure design integrity. Initially, the design team was asked to begin without full requirements, leading to later revisions once Identity, Security, and other essential teams joined. Additionally, shifting requirements from our partner, FTX, created frequent changes across all platforms, intensifying workload and frustrating engineering.
Compressed timelines also meant that early designs leaned heavily toward product and business requirements to facilitate leadership and partner discussions, sometimes at the expense of a user-centered approach. Feedback and a timeline extension allowed us to refocus on user needs, enhancing the overall experience.
Finally, as project complexity grew, it became clear that we needed additional design support. This experience emphasized the need for clear, realistic requirements and early scoping to ensure proper resource planning. Moving forward, these insights will guide us in refining processes for improved collaboration, efficient resource management, and a balanced, user-centered design approach.
Compressed timelines also meant that early designs leaned heavily toward product and business requirements to facilitate leadership and partner discussions, sometimes at the expense of a user-centered approach. Feedback and a timeline extension allowed us to refocus on user needs, enhancing the overall experience.
Finally, as project complexity grew, it became clear that we needed additional design support. This experience emphasized the need for clear, realistic requirements and early scoping to ensure proper resource planning. Moving forward, these insights will guide us in refining processes for improved collaboration, efficient resource management, and a balanced, user-centered design approach.