ANDX

At ANDX, I led end-to-end design across product, brand, and growth, while also supporting research, GTM, marketing, and front-end execution.

Case Study: Creating an AI-native trading platform that makes complex trading accessible to users of all experience levels while standing out in a crowded market.

MY ROLE

Product Designer

Front-End Developer

TEAM

App & back-end web developers

Marketing strategist

TOOLS USED

Framer

Figma

Claude

ChatGPT

Adobe CC

Strapi

CONTEXT

ANDX is a unified platform for crypto and real-world assets, spanning global altcoins, tokenized real estate, and seamless fund movement. When I joined, the exchange was a complex white-label product inherited through an acquisition, built around the assumption that users already understood crypto and trading, with little research into who the target audience was or what they needed. This case study focuses on a 2-month sprint to redefine that experience and prepare a differentiated, AI-led exchange for beta launch.

MY CONTRIBUTION

My challenge was to make trading approachable for novices through guided learning and AI assistance, while still creating enough depth and differentiation to attract experienced traders in a crowded market. I focused on making the product feel more intuitive, trustworthy, and less like the high-risk, gambling-like experiences common in crypto, while building long-term engagement. Alongside the exchange, I defined the target user, shaped the product and GTM strategy, and established ANDX’s brand and online presence.

THE PROBLEM

The financial system continues to be
broken for retail investors

Barriers to Entry & Growth

Existing trading platforms assume prior finance knowledge, and do little to provide a learning curve.

High Friction Costs

~10% lost just to move your own money. $100K+ minimums for top-tier investment products

"The financial system has become increasingly complex and less accessible to the average person."

–Janet Yellen, U.S Secretary of Treasury

RESEARCH

Understanding the user & validating demand

I collaborated with our marketing strategist to get a better understanding of who our users are. Our white label solution had initially been designed for a Turkish audience, and was not very transferrable to the American audience we were now designing for.

13 User Interviews

We interviewed 13 participants across two core user groups: seven fee-sensitive, active traders and six curious, less-experienced college-age crypto users. These groups reflected the two audiences we believed the product needed to serve—experienced traders looking for value and efficiency, and newer users facing greater barriers to entry.

Secondary Research

We also conducted secondary research across Reddit communities and other online discussions to understand how people talked about their crypto experiences and the platforms they currently used. This helped validate many of the themes uncovered in our interviews while surfacing additional pain points, behaviors, and unmet needs.

OUR USERS

Learnings: Identifying our end user

Lead ICP: The Confident Self-Manager

Financially literate, active investor who takes a research-driven approach to crypto. They manage diversified portfolios independently, prioritize credibility and long-term growth over speculation, and are open to AI tools that support, not replace, their judgment.

Key needs:

Low, transparent fees & reliable transfers

Clean, trustworthy UX
Unified portfolio visibility
Credible market insights
Strong security and regulatory trust
AI support without loss of autonomy

Challenger ICP: The Curious Beginner

Self-motivated novice eager to learn crypto and trading, but intimidated by platforms built for experienced users. They learn through social content, online communities, and experimentation, and want a simple, guided experience that builds confidence.

Key needs:

Simple, intuitive UX

Clear onboarding and progress education
AI guidance and explanations
Low-risk ways to get started
Easy deposits and transfers
Real-time context and alerts

COMPETITIVE ANALYSIS

Our niche: ANDX unifies intelligence, access & infrastructure

CORE PRODUCT

Building the ANDX Trading App

I started with a brief round of brainstorming and visual exploration, intentionally drawing inspiration from outside traditional finance to create a more approachable, less conventional fintech experience. From there, I used Figma and Strapi to bring the product’s core features and UI to life, shaping both the experience and visual language from the ground up.

Brainstorming & drawing inspiration

Clean UX & unified portfolio view

Seamless onboarding experience

Simple, guided trade for beginners

Pro-trade view for experienced users

I started with several brainstorm sessions, sketches, and drew experience from market apps that I felt could fit the aesthetic we were going for. I had inherited a company brand palette and logo, but nothing else. It was up to me to shape both the experience and the UI.

AI ANALYTICS ENGINE

ANDX positions AI for both trading support & compliance optimization

Analyzing user behavior to create personalized journeys, introducing intelligent guardrails that encourage discipline & improve judgment.

MARKETING & RETENTION

Driving user growth & retention through targeted campaigns

We focused on driving measurable acquisition and retention through targeted Meta campaigns and in-app incentives, including trading competitions and referral programs. These efforts improved user conversion, increased 30-day retention, and drove a meaningful lift in transaction volume, establishing a scalable growth engine.