1 Design Lead
1 Product Manager
1 Project Manager
3 Software Engineers (FE & BE)
1 Data Analyst
1 QA Engineer
Several Business Unit Specialists
iOS App
Android App
Website
Mobile Website
4 Months (May — August, 2023)
Binance, with the largest daily volume of cryptocurrency trading worldwide, requires a wide range of scenario cards to manage customer issues on the platform. The primary function of these cards in Binance Chat is to ensure compliance and security. For example, the KYC card indicates the need for identity verification, the POA card requires address confirmation through documents, and the Pending card shows that an action or verification step is still incomplete.
However, due to Binance's rapid business growth, several severe design issues with the scenario cards have been identified by the product and customer support teams. Besides upgrading the entire landing page layout and visuals, we have decided to address the core issues of the scenario cards as an independent project over several months.
The status and color meanings on the card timeline are not fully aligned.
The card height is inconsistent due to text overflow in some languages (e.g., Russian).
The meaning of the text above the timeline is inconsistent (e.g., Pending Case vs. KYC).
Users are often confused about how to operate the current cards.
Higher FCR (First Call Resolution) Rate
Stronger Visual Consistency
Clearer Instruction
Better Information Hierarchy
Conducted In-depth competitor analysis to iterate the future product roadmap
To track recent trends and changes in competitor chats and help the Binance Chat team maintain a market-leading position, I selected ten competitors among the top cryptocurrency exchange platforms. In addition to noting that many competitors have adopted visual and layout designs from various past versions of Binance, I also compiled a comprehensive report with insights to serve as a reference for optimizing Binance Chat at different stages.
Analyzed user behavioral data to assess the performance of all scenario cards across different business units
I initially worked closely with the data analyst to investigate the performance of different scenario cards on the FCR rate across various seasons. Leveraging my quantitative data analysis skills and statistical knowledge, I gained several insights to support the team's decision-making and keep the project moving forward. The topics included:
Identifying the most potentially impactful scenario cards to enhance the FCR rate, guiding which types of cards to use for A/B testing.
Analyzing the distribution of different scenario card display frequencies to inform design decisions for various scenario card layouts.
Determining which types of scenario cards have the lowest and highest completion rates by users, highlighting which card workflows need to be iterated first.
Developed multiple design proposals and conducted A/B testing
Since the number of users for this product is in the millions, I intensively discussed and developed multiple solutions with the team to test the effectiveness of different design proposals in improving the FCR rate. Below are some example images.