DeFiX Exchange
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This case study showcases how I balanced innovation with practicality with minimum resources and time to make sure a delightful user experience
A decentralized platform for crypto investment and exchange
My Role Beyond UX Design
After years in multiple domains, I took on a six-month contract with DRIFE, a blockchain company. It wasn’t just about applying my skills but making a meaningful impact in a short time.
Research
Branding & Logo Design
User Stories
Information Architecture
Product and Visual Design
Seeing the workload, I applied the 70-20-10 Rule to stay productive and focused.
70%
Research, Features and Information Architecture
20%
Branding and Visual Design
10%
Iconography and Logo Design
My UX Strategy
Our UX strategy centres on Jakob's Law, which states: "Users spend most of their time on other websites, so they expect your site to work like all the others they already know."
30%
The Designer’s Job
70%
Business As Usual
By mirroring familiar design patterns, we tap into users’ existing mental models, reducing cognitive load, easing adoption, and enhancing overall satisfaction and efficiency.
Small UI choices in data visualization—like typography, spacing, and content—shape how users interpret information. Refining these details enhances clarity and improves the overall experience.
Branding & Visual Design
To establish DefiX as a trusted and futuristic platform, I crafted a minimalistic logo inspired by blockchain structures and financial symbols. The color palette incorporated deep blues and neon hues to represent security and innovation.
Colors
Quicksand is a modern, geometric sans-serif font with a clean, friendly feel, ideal for UI and branding. Its rounded letterforms enhance readability, making it perfect for digital experiences.
I chose #F9028A for its bold energy and #25192E for depth, creating a futuristic, high-contrast look for DefiX.
Typography
Quicksand
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 !@#$%^&*()_+{}|:"<>?-=[];',./`~
Aa
Regular
Font Weight 400
Aa
Medium
Font Weight 500
Aa
Semi-Bold
Font Weight 600
Aa
Bold
Font Weight 700
#F9028A
#25192E
#EA6614
#5B1490
#E9DFEE
PRIMARY colors
accent colors
semantic colors
#FFCF5C
#FFE29D
#FFF8E7
#0084F4
#66B5F8
#D5E9FA
#FFA26B
#FFC7A6
#FFE8DA
#00C48C
#7DDFC3
#D5F2EA
#FF647C
#FDAFBB
#FBE4E8
Grid
Designed at 1,272px with a 1240px container to maintain flexibility for smaller devices. For mobile.
These Open Source Icons were used due to their extensive library, seamless integration with Figma, which helped streamline the development process.
Iconography
Custom Illustrations
Customised Icons from Open source Library
Tiny Details. Big Impact.
I read a book “Refactoring UI” four years ago, and some of its strategies have helped me make faster design decisions. Its practical insights on layout, typography, and visual hierarchy have guided me in creating clean, user-friendly interfaces.
Research
Creating DefiX meant solving real DeFi pain points. We started by analyzing existing DEXs and user frustrations—complex interfaces, hidden fees, and security concerns. Talking to traders and DeFi newcomers, we found that simplicity and transparency were key. This led us to design clear onboarding, visible fee structures, and AI-powered insights.
DEXs vs CEXs
Secondary Research
User Interviews
Issues
High fees, lack of education, centralization, onboarding.
Needs
Simpler platforms, lower fees (Layer 2), stronger privacy.
Trends
Interest in sustainable and diversified investments.
DEXs
Better security, privacy, and control over funds, but lower liquidity, higher fees, and complex interfaces.
CEXs
More user-friendly, higher liquidity, and lower fees, but less privacy and control over funds.
Due to time crunch and as only designer to this project I directly started with visual design after creating Lo-Fi wireframes on paper
Journey Ends
This experience challenged me to adapt and stay focused, leading to personal growth in ways I never expected. Here are some key highlights.
Solo Success
Delivered all project requirements as the sole designer for a major project.
Mastering Focus
Applied the 70-20-10 rule to stay organized, dedicating 70% of my time to top priorities while balancing other tasks.
New Horizons
Quickly adapted to the commercial real estate sector, mastering its intricacies to create effective designs.
Fast Decision-Making
Utilized my knowledge and experience to make informed design decisions, maintaining project momentum and meeting tight deadlines.
Strategic Balance
Aligning high-level strategies with attention to UI details is key. I applied Jakob’s Law for usability while refining typography for better readability.
Innovating Within Limits
Navigated resource constraints and fixed scope by utilizing existing design systems, cutting down on development time.
Adaptability
Stayed flexible by adjusting the 70-20-10 rule as priorities shifted, reallocating time when urgent tasks, like the Charts and Tables Enhancement, arose.
Crypto Learning
Gained in-depth knowledge of the crypto space, particularly decentralized finance and blockchain technologies.
Key Highlights
Learning
For Projects
Limited access to trustworthy services like audits, market-making, and community campaigns.
A lack of integrated tools for token management, distribution, and lifecycle management.
For Users
Confusing navigation across multiple platforms to access DeFi services.
Risk of scams and fraud while purchasing tokens or interacting with DeFi platforms.
Lack of advanced trading tools in DEXs compared to CEXs.
DeFiX is the first DeFi platform designed to fully support both projects and users in one seamless ecosystem. By combining the transparency of decentralization with an intuitive, user-friendly experience, DeFiX makes DeFi accessible and efficient for everyone.
For Projects
A complete, cost-effective solution for launching, managing, and growing tokens—all in one place.
For Users
A secure, easy-to-use platform with powerful trading tools, bringing the best of CEX and DEX together.
Key Problems Addressed
Value Proposition
For Projects
A one-stop solution offering token lifecycle management, auditing partners, community-building tools, and liquidity solutions.
Integration of project documentation, tokenomics tools, and community engagement systems into a single dashboard.
For Users
A CEX-like experience on a DEX, ensuring security, transparency, and decentralization.
Advanced trading tools (e.g., limit orders, staking options) and fraud protection mechanisms.
Unified access to token swaps, staking, and multi-chain liquidity pools.
The Solution