This project focused on redesigning the mobile experience for Bitso as the product evolved from a crypto trading app into a broader financial platform. Earlier versions of the app relied on deep, monolithic navigation and the assumption that users primarily interacted with crypto markets.

Key contributions:

• Led the redesign of the mobile app’s information architecture and navigation to support Bitso’s expansion into fiat products and new financial services.
  
• Replaced a deep monolithic navigation with a tab-based structure to improve feature discoverability and scalability.
  
• Organized the experience around core user actions such as holding assets, converting currencies, and tracking activity.
  
• Conducted collaborative workshops, prototyping, and user testing to validate the new structure.
  

The redesign launched as Bitso App 3.0 and significantly improved product metrics, including higher activation, retention, and revenue per user.

After the redesign, we ran an experiment to increase conversion rates by improving asset discoverability in the crypto tab introduced in App 3.0. The previous layout made it difficult to read asset names, prices, and percentage changes. I redesigned a new tab version with a clearer list layout, making cryptocurrencies and their price variations easier to scan.