Crypto Points is a loyalty program concept for a crypto exchange app. I took it from research and JTBD to a design system and final UI.
Company name and real data are hidden under NDA
Most new users of the exchange made one trade and never came back. But people who stayed active for their first two months usually stayed for years. So the business needed a reason for new users to return, and those first two months were the window to give it to them.
People came for one trade and left. Nothing in the app rewarded them for staying, so the next trade could just as easily happen somewhere else.
I designed for one core user: the active trader who trades several times a week.
Audit of the current app, competitors and daily references.
100+ job statements, grouped into 6 areas.
Every screen starts from a job.
Components first, then final screens.
When I use points to lower my fee, I want to see exactly how much I save, so I trust that the bonus really works.
Before / after price → Savings confirmation → Transaction receipt
Decision 01
The problem: Points felt separate from the main action, so people forgot about them.
My solution: A “Use points” toggle right on the buy screen, with the rate before and after and “You’re saving $25”. One tap, and the result is visible right away. Points only apply above a minimum trade, so they don’t get spent on tiny purchases.
Decision 02
The problem: People didn’t see points as something valuable.
My solution: Show points as real money and crypto, add social proof (“Top 12% traders”) and a progress bar to the next tier.
Decision 03
The problem: People were afraid to lose the status they had worked for.
In the wireframes, tiers were a long list with details hidden in dropdowns. In the final version, the current tier and the next one sit side by side, so the next step is always in view.
My solution: Clear multipliers from +25% to +200%, and a 7-day grace period if you take a break.
Decision 04
The problem: People didn’t come back after the first trade.
My solution: A “Welcome back” screen that shows how close you already are (“72% to Platinum”). Progress stays saved, and one button takes you straight back to trading.
I used to start from a brief and go straight to screens. This time I started from jobs, and every screen had a clear reason to exist. That meant fewer rounds of changes and an easier story to explain to the team.
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