Cody's Bitget journey

Back to 2022, the VP of Bitget was overseeing the design team but she was way to busy with a lot of other priorities. The overall ability of the design team was relatively basic, and the product experience is also very poor compared with other players in Crypyto industry.

Team Structure

At that time, the design team’s overall capabilities were fairly basic, and the product experience lagged behind competitors in the Crypto industry.

Context & Challenges

As a fast-growing exchange, Bitget has many user experience issues. As the newly appointed Head of Design, my top priority is to drive the overall improvement of the user experience.

Through continuous research, we uncovered numerous user experience issues. As the lead designer, I needed to apply systematic thinking to understand the root causes behind these problems and why our designers were making so many simple mistakes.

During that period, we identified three critical gaps in our design foundation:

• 🤕 Brand Guideline

• 🤕 UI component

• 🤕 User understanding

👇👇Here's the video that gives you a look at our final overall outcome. It's a summary of nearly a year’s work by our design team.

Achieving these improvements wasn't an easy task. The roadmap below follows the timeline and outlines the key projects that contributed to the overall enhancement of the user experience.

Design Key Project milestone

Cody started to led design team to keep building experience foundations.

Initiate and develop Bitget New Brand by working with Brand VP.

• Provide visual support to expand Brand impact

Build a solid Design System to support all products by working with devs.

• Maintain consistency across different features

Restructured the design process.

• Make sure we are delivering products which can truly satisfy our users.

For more details on the projects, please visit the link below.

🎉🎉🎉 Happy 2023 🎉🎉🎉