Improved OKX new user engagement via mixed-methods research
I led this research initiative to optimise the new user activation journey — providing holistic analysis of the end-to-end journey from signup to deposit, identifying friction points and improving engagement for new users globally.
Sign-ups were high. Activation lagged.
OKX invested millions in global growth, driving huge sign-ups — but activation from ID verification to deposit and trade consistently underperformed.
1. Siloed Ownership
Different teams handled each activation step, so insights stayed siloed and rarely crossed team lines.
2. Market-Specific Blind Spots
A diary study revealed ID verification and deposit methods were not well localised for key markets.
3. Prototype Limitations
Third-party plugins used in verification and deposit steps couldn't be tested using standard prototypes.
A 4-month remote, multi-phase research project spanning continents and languages
I led this project independently, coordinating with product teams, local team members, and researchers across multiple markets to cover the full activation journey.
Research planning & usability testing on released app. Planned and led 21 remote usability tests with new users from 4 key non-English markets, supported by 2 researchers and 4 local team members.
Usability testing results & rapid follow-up. Identified 20+ usability issues across sign-up, ID verification, and deposit steps. Collaborated with product teams to implement fixes tracked via Jira.
Competitor analysis & journey mapping. Analysed 3 leading crypto and stock exchange apps to identify design best practices, and mapped all research into a single global activation journey.
Usability testing of redesigned ID verification flow. Conducted 5 remote tests that validated critical issues were resolved and UX improvements landed successfully.
Scoping the right markets, methods, and team before a single test was run
To determine research methodology, focus markets, and shape the test script, I designed a research plan using analytics, customer support logs, and a prior diary study.
1. Scoping with Data & Method Selection
Used Amplitude to find conversion rates across key markets and selected those with the steepest drop-offs. Reviewed support logs to surface activation issues and tailor test scenarios. A prior diary study revealed ID verification flaws — this led to opting for live-app testing to expose prototype-hidden issues and move faster.
2. Scoping & Mobilising Support
Scoped resources needed to complete live-app testing within 3 weeks. Engaged 2 researchers to support participant screening and testing, and 4 local team members for translation, recruitment, and facilitation. Ran training sessions to equip local staff to moderate usability tests.
3. Test Script — Sample Tasks
"You've done your research and decided to create a crypto account with OKX. Please show me how you would accomplish that using your phone."
"You want to put funds into your OKX account to test out its trading features. Please show me how you would fund your account."
Creative recruitment across 4 markets
Finding participants in 4 target markets for live-app testing was challenging — language barriers, no platform coverage, and ID requirements — but creative recruitment and strong local team support made it happen.
Creative Recruitment
Found participants via referrals and freelancer platforms such as Upwork and Respondent.
Strong Local Team Support
Leveraged trusted relationships built earlier for recruitment, translation, and facilitation — enabling 21 sessions and 20+ uncovered issues under a tight timeline.
Task success fell sharply deeper in the activation funnel
Usability testing on the released app revealed critical friction points — especially at ID verification and funding.
⚠️ Due to confidentiality, some details of the findings have been omitted.
Sign-up Methods
Certain sign-up methods didn't work as expected, creating friction and delays that prevented users from progressing to the next step.
"I feel lost. I tried to find Deposit in main menu but couldn't."— Participant 1
ID Verification
Verification steps created uncertainty, with unclear and misleading guidance on next actions after submission.
"It's confusing how long I actually need to wait to [get verified]."— Participant 16
Funding Flows
Funding flows were complex and unintuitive, with key functions missing from the main menu and third-party payment methods falling short in UX.
Balancing usability with feasibility
I delivered recommendations that ranged from quick wins requiring minimal resources to ambitious long-term redesigns. By rapidly sharing insights, tracking in Jira, and collaborating closely across teams, we achieved a 22% uplift in ID verification conversion — unlocking deposits and trades.
Example Recommendations
Simplification of homepage CTA · Clearer messaging and CTAs by verification status · Improved funding flow navigation
in just 4 months
The activation research didn't stop at usability fixes
I extended the research with competitor analysis to get buy-in for enhancements that go beyond usability to delight — examining how leading exchanges like Coinbase and Binance reduce anxiety and ambiguity in key funding steps.
Consolidating diverse research into a single strategic view
Activation journey mapping consolidated inputs from usability testing, competitor analysis, and prior research — fostering cross-team alignment and enabling me to define three principles that drive new user activation.
⚠️ Due to confidentiality, details of the journey map cannot be shown.
Curate
Surface the right products and features at the right moment to reduce overwhelm.
Reassure & Protect
Build confidence at high-anxiety moments — especially ID verification and first deposits.
Welcome & Empathise
Recognise that crypto is novel and intimidating — build trust, engagement, and long-term loyalty.
✅ Confirmed Impact
Improved ID verification conversion — unlocking deposits and trades worldwide and overcame multi-market research challenges, creating a smoother onboarding journey worldwide.
By month 4, follow-up testing confirmed enhancements improved usability and resolved critical issues in sign-up and ID verification.
🏆 Additional Wins
- Developed a process for qualitative research in non-English markets under tight timelines
- Drove enhancements in deposits and credit card funding
- Strengthened research buy-in with teams new to user research
- Competitor analysis drove delight-level enhancements beyond usability fixes
💡 Learnings
- Post-dev testing is critical for flows prototypes can't cover
- Build participant panels in key countries not supported by testing platforms
- Invest in cross-team relationships early
- Journey mapping reveals the full picture, enabling strategic insights beyond feature fixes