Overview

As the lead product designer in a cross-functional team, I actively collaborated with developers, a marketing designer, a CX lead, and the CEO from concept through launch.

Problem

In 2020, amidst another major Bitcoin boom, interest in cryptocurrency surged as a wave of newcomers looked to enter the market.

However, based on user research and feedback collected over several years, we discovered that beginners found existing crypto exchanges (including our parent platform, Catalyx) far too intimidating and complex.

User Research - Key Findings & Observations

• Essential Features only: Beginners preferred fewer choices and were almost exclusively interested in trading BTC, not the hundreds of altcoins available (As of November, 2020, Catalyx offered roughly 230 coins, which users found overwhelming).
• Information Overload: Complex candlestick charts packed with advanced analytical tools confused novice users.
• Friction in Onboarding:The extensive multi-step KYC verification and mandatory account-funding procedures before even testing a small trade caused users to lose patience, confidence, and momentum.

Opportunity & Goals

There was a clear, growing demand for a frictionless, beginner-first trading experience.

Goal: Create an digital experience that allows beginner traders to start their crypto journey with ease and confidence. Objective: Launch a streamlined, reliable platform where users can buy and sell Bitcoin quickly and intuitively.

Concept Development

Early Ideas

Initially, our focus was on building a simple, trustworthy platform that conveyed the same proven reliability as Catalyx. To maintain visual lineage with Catalyx's signature bright purple, we initially explored a darker, grounded palette of purple tones for this sister platform.

New Direction

One morning, our CEO had an epiphany in the shower: to truly achieve our vision, Fastbitcash needed an entirely distinct visual identity, breaking away from Catalyx altogether.

Following team discussions, we agreed that the platform needed to feel genuinely welcoming and friendly — especially to users who were not inherently tech-savvy. In 2020, industry data showed roughly 90% of crypto investors were males aged 20 to 40. While we were not explicitly designing only for other demographics, our priority was to welcome anyone alienated by hyper-technical exchanges, proving that crypto trading could be accessible and straightforward.

Key Features & Design Iterations

Buy & Sell Flow

Fastbitcash exclusively offered Bitcoin trading, simplifying currency choices down to just two: CAD and BTC.

The first iteration unified Buy and Sell on a single screen to minimize clutter.

However, user feedback revealed that traders almost always arrive with a single goal in mind — either to buy or to sell.

Recognizing that buying and selling are distinct user tasks, I separated them into dedicated flows. Keeping switching intuitive while removing the competing action from the view helped users focus on completing a single transaction with complete confidence.

Dashboard

A clean, welcoming hub centered around an Instant Buy & Sell feature for transactions up to $1,000 (BTC only).

To trade amounts exceeding $1,000, users were seamlessly guided to complete full ID verification and fund their accounts via Interac e-Transfer or EFT.

Account, Funding & Withdrawals

Designed straightforward management screens to demystify fiat funding, digital asset storage, and withdrawal processes with clear status feedback.

UI Kits & Design System

I built a cohesive, modular UI kit for the MVP, ensuring design consistency across all components, form fields, buttons, and state indicators while speeding up front-end implementation.

Mobile-First Approach

Built with a mobile-first approach, the interface seamlessly adjusts across desktop, tablet, and mobile displays. Content hierarchies, navigation patterns, and interactive touch targets were carefully adapted for smaller screens, guaranteeing a smooth and consistent user experience regardless of device.

Marketing Page

Designed a high-converting, friendly landing page that communicated the platform's core value proposition: safe, fast, and simple Bitcoin trading.

Key Takeaways & Retrospective

What we Learned

1. Payment Flexibility: Credit card payments were an essential convenience for beginners; we prioritized and implemented this feature within a couple of months post-MVP.
2. Balancing Speed with Compliance: Our initial ambition for a sub-2-minute onboarding flow proved challenging given technical constraints and mandatory regulatory compliance (i.e., KYC requirements).

What we could do differently

1. Brand Strategy: Invest more time in foundational brand strategy earlier in the lifecycle.
2. Visual Storytelling: Take a more strategic, tested approach to the landing page hero imagery to better communicate trust and ease of use.