The primary source of revenue for the exchange is trading fees. However, the entry rate from the home screen was only 26.5%, with 10.10% from the GNB and 16.15% from the Market Book, falling significantly short of expectations. Additionally, the banner click-through rate was just 4.1%, highlighting the need for strategic improvements to enhance banner performance.

Based on the identified issues, we established two key KPIs. The first is to drive as many users as possible from the home screen to the exchange, activating trading demand and maximizing fee revenue. The second is to provide diverse content to spark users' interest in trading.

User research revealed that while the conversion rate from the home screen to the exchange via the existing Market Book was low, more than half of all users utilized it to monitor the market. Among them, 70% focused primarily on monitoring cryptocurrencies they were specifically interested in.

When users monitored market trends, key information such as trading volume, skyrocket, and nosedive was most frequently utilized. As a result, we decided to position these essential data points at the very top of the screen as the most prominent elements.

In the previous home screen, users had to scroll below the banner to access the market book and then use a dropdown menu to apply filters, making the process cumbersome and significantly reducing accessibility. Prioritizing the exchange conversion rate as the primary goal, we boldly repositioned the chart and market book to the very top of the screen and redesigned the dropdown menu into a hashtag-style navigation menu. This improvement allowed users, from beginners to advanced traders, to easily access and understand key market information, enhancing the overall user experience.

The previous home screen market book failed to provide users with sufficient information needed for trading, leading us to conclude that users were not entering the exchange even when market conditions were favorable for trading. To address this, we hypothesized that providing more detailed information in the home screen market book would increase the likelihood of users directly navigating to their cryptocurrencies of interest to execute trades. As a result, we added additional details for each cryptocurrency, such as price changes, closing prices, and mount curve charts.

We improved accessibility by separating the search bar from the market book and placing it at the top of the home screen. This allows users to find the cryptocurrencies they want to trade more easily and quickly. Additionally, we provided a history of recently searched cryptocurrencies, enabling users to navigate directly to the trading page of their desired cryptocurrency with a single click.

Statements from influential figures and various news reports have a significant impact on cryptocurrency prices and trading decisions. With this in mind, we partnered with CoinNess.com↗, a provider of real-time cryptocurrency news. By delivering real-time news directly on the home screen, we focused on promptly providing users with critical issues and the latest information to help them make informed trading decisions.

For an exchange to gain the trust and interest of its users, providing accurate and reliable information about cryptocurrencies is essential. Listing unverified cryptocurrencies or sharing inaccurate information can severely damage user trust. To address this, we launched an in-house news channel and prominently displayed it on the home screen. By offering diverse content such as market briefings, chart analyses, and research reports, we aimed to empower users to make informed investment decisions based on trustworthy information. This initiative supports users in managing risks, fosters a culture of responsible investing, and serves as a key element in enhancing the exchange's credibility.

The previous banner area occupied most of the ATF (Above The Fold) space, causing the market book to be barely visible upon entering the home screen. The CTR (click-through rate) was also very low, and the banner area wasted space inefficiently, especially when no events were active. To address this issue, the event area was relocated below the market book and redesigned into a slide format, with an integrated layout system that allows users to access each event quickly and easily.

Snapshots are a system that rewards users based on the amount of cryptocurrency they hold at regular intervals, similar to the concept of interest. To attract user attention, a countdown timer UI was implemented, encouraging users to naturally take an interest in the coin and explore additional information. From an operational perspective, airdrop events were configured to always maintain at least two active offerings, with an automatic carousel design introduced to present information in a more intuitive and efficient manner.

After the home screen redesign, we observed significant improvements in key metrics. The exchange conversion rate increased from 26.25% to 55.55%, more than doubling, while the content CTR skyrocketed from 4.1% to 20.52%, a fivefold increase. These data improvements not only enhanced exchange and content entry rates but also led to a substantial increase in trading volume, maximizing fee revenue. Furthermore, the successful design of the home screen redesign generated a natural referral effect, significantly boosting interest in the service.