CoinFLEXDesign leadership

Futures, delivered.

Leading design for a physically delivered crypto futures exchange, and building the team to deliver it across Hong Kong and Shenzhen.

Role: Chief Design Officer
Timeline: Aug 2019 – Mar 2020
Scope: Exchange, ladder trading, wallet, education
Team: Hong Kong and Shenzhen

CoinFLEX futures trading terminal with chart, depth, order book, positions and order entry

Overview

Total ownership of the design.

As Chief Design Officer at CoinFLEX, I led the team and took total ownership of the design of a cryptocurrency futures trading platform for retail and institutional traders.

Problem

Physical delivery adds real complexity.

Physically delivered futures mean wallets, funding and delivery dates on top of fast trading. New users needed guidance and education, while professional traders needed the speed of a ladder.

Research & Discovery

Learn from the best in the business.

I collaborated with Trading Technologies on ladder trading and worked cross-functionally with distributed teams to understand how retail and institutional users would fund, trade and take delivery.

Design Approach

Fast for pros, clear for everyone.

Trading terminalChart, depth, order book, positions with liquidation price, and order entry on one screen.

Ladder tradingClick-to-trade ladders with take profit and stop loss set in ticks.

Onboarding and educationGuided deposits, transfers to futures balances, and trading education tools.

CoinFLEX order entry, contract list across expiries and ladder trading view — Order entry, contracts across expiries and the trading ladder.

Rapid Prototyping

Prototype across every device.

Using Figma and Axure, the team prototyped execution flows, onboarding journeys and a native mobile companion app, so ideas could be tested across devices before build.

Growing the Team Leadership

A design team built from the ground up.

I built out the design team in Hong Kong and Shenzhen and worked with them across time zones to deliver trading education tools and scalable platform features.

I defined the UX strategy and design direction, and contributed to the board-level and company-wide product vision, so design had a voice in where the company was going.

One vision. One team. Every device.

Outcome

A complete futures exchange experience.

End-to-end platformTrading, ladders, wallet and funding, and education designed as one product.

Retail and institutionalOnboarding for new traders and speed for professionals.

A team in placeA Hong Kong and Shenzhen design team built and led.

Design at board levelUX strategy shaping the company-wide product vision.