AlfaBit began as a simple exchanger: a functional service, but without a strategy or a strong identity. Users perceived it utilitarianly—as a back-and-forth exchange tool, nothing more.

The goal of the redesign was to transform this "bare functionality" into a product with character and value. AlfaBit was to evolve into an ecosystem that unites:

• An exchange for beginners and experienced traders.
• A wallet with familiar storage and quick transaction options.
• A flight booking service where crypto becomes a means of real-world payment.
• PAY for Business—a merchant tool with an SDK, analytics, and support.

The main focus was to remove fear and mistrust, making cryptocurrency understandable and applicable in everyday life.

I joined as a Product Designer when the product needed a new growth point.
My goal wasn't just to "make it look pretty," but to transform design into a strategic development tool.

Responsibilities

• Strategy. Shifted the work to a product-focused approach: hypotheses → research → prototypes → metrics.
• UX. Redesigned key user scenarios: trading, funds storage, first steps in the service, and business integration.
• UI. Created a unified visual system: typography, grids, components, and a design guide.
• Research. Conducted interviews, usability tests, and hypothesis testing with real users.
• Design system. Build a foundation so that different products look and feel like parts of a single brand.
• B2B. Developed interfaces for merchants, including analytics, reporting, and integration tools.

Role in the team
I became the link between product, development, and business: I championed user interests, translated business goals into interface language, and ensured high-quality handoff to development.

When I joined AlfaBit, the product felt like a workaround without a strategy. Users faced a number of barriers that hindered trust and growth:

• Distrust of the service. Interfaces were overloaded and appeared haphazardly assembled. Users didn't feel the platform was secure.
• Complexity for newbies. The first steps seemed impassable: unclear terms, lack of training, fear of making mistakes.
• Lack of unified logic. Each screen looked separate, without a common structure or interaction language.
• Weak onboarding. Users didn't understand where to go next and quickly dropped out.
• Cryptocurrency was irrelevant. For most, it was a tool for "exchange," not something used to pay for a ticket or accept payments in business.

The main challenge was to transform this set of features into an ecosystem: coherent, understandable, and user-friendly, where cryptocurrency functions as a tool, not an abstraction.

Context.
The exchange was the heart of the product, but it was where users most often stopped. The interfaces seemed overloaded: disjointed data, unclear terms, and a lack of navigation logic. This caused fear among beginners and irritation among experienced traders.
Problems.

• The service didn't seem reliable: the interface resembled a "gray" exchange service.
• Newcomers didn't understand how to take their first steps: where to buy, how to place an order.
• The overload of unnecessary elements made it difficult to focus on the action.
• There was no "guide" to help them through the first steps.

Solutions.

• We conducted in-depth interviews and identified key fears: losing money, misunderstanding the mechanics, and making a transaction error.
• We created two interface levels: a basic one for beginners and an advanced one for experienced traders.
• We integrated training into the process: tips, scenarios, and visual markers.
• We completely updated the visual language: strict typography, calm colors, and clear accents. We streamlined the information flow: the main screen now only displays actions that lead to a deal.

Results:

• Increased registrations thanks to an improved first-time experience.
• Reduced bounce rates on the first screen.
• Users now complete their first transaction more quickly.
• Interviews also noted an increase in trust in the service.

Context.
Users didn't feel like they were in control of their funds. The interface looked technical—numbers and fields without any emphasis on scenarios familiar from everyday banking apps. People were confused and didn't understand where their balance was, how to restore access, or what to do if they lost their device.
Problems.

• Lack of transparency: it was unclear where funds were stored or how to manage them.
• There were no protection or recovery mechanisms.
• The interface looked dry and overloaded with data rather than actions.
• Everyday scenarios ("check balance," "send transfer") weren't a priority.

Solutions.

• We implemented UX patterns from banking apps: the first screen displays balance, history, and quick actions.
• We added multifactor security, biometrics, and recovery phrases.
• We redesigned the visuals: a calm palette, accent buttons, and a sense of "personal space."
• We made the interface "scripted": every action is now intuitive and self-explanatory.

Results.

• Increase in daily active users.
• Fewer support requests for access restoration.
• A sense of trust and control emerged—users noted this in interviews.

Context.
Cryptocurrency remained something abstract for most users—it could be bought or exchanged, but not used in everyday situations. We wanted to show that it could actually be used to pay for familiar services, such as airline tickets.
Problems.

• Users didn't understand how to use cryptocurrency for real-world purposes, not just within the platform.
• The flight selection process was complex: few filters, unclear partner transitions.
• There was no sense of a "single window": users were lost between different services.
• Distrust of payment: people were afraid that the transaction might fail.

Solutions.

• We integrated flight aggregators and added familiar filters (departure time, baggage, layovers).
• We made crypto payment as simple as possible: we hid the technical details, leaving only the selection and confirmation.
• We visually designed the service in a travel style, rather than a crypto platform, making the communication language familiar and friendly.
• We added transaction confirmations and order statuses for transparency.

Results.

• The first 1,000 tickets were purchased in just three months.
• Users began to perceive cryptocurrency as a convenient payment instrument.
• Trust levels increased: the service no longer felt like a "closed club for traders."

Context.
It was important for AlfaBit to go beyond "user services" and offer a tool for businesses. But initially, accepting crypto payments seemed cumbersome: complex integration, lack of an SDK or documentation, and no analytics. Merchants found it easier to refuse than to understand.
Problems.

• Businesses didn't understand why they should accept crypto: the value wasn't obvious.
• Integration required manual development; there were no ready-made tools.
• Payment reporting and analytics were lacking.
• There was a lack of support and launch materials.

Solutions.

• We created an SDK and a visual designer so that integration took hours instead of weeks.
• We added a merchant dashboard with reports, conversions, and refunds.
• We developed guides and marketing materials and enabled 24/7 support.
• The interface focused on business objectives rather than technical details.

Results.

• In the first six months, 120 merchants were connected.
• Transaction volume increased by 300%.
• Businesses began to perceive cryptocurrency not as an "add-on," but as a genuine payment channel.

Context.
At the start, each product within AlfaBit existed independently: the exchange, wallet, airline tickets, and PAY all looked like four different services. Users didn't feel connected, and the team wasted a lot of time reinventing identical solutions.
Challenges.

• Lack of a common visual language: fonts, colors, and components didn't match.
• Repetition: The same elements had to be redesigned multiple times.
• Inconsistent UX patterns: identical actions worked differently across different products.
• Development challenges: the handoff was fragmented and created bugs.

Solutions.

• Created a UI kit: grids, typography, palette, icons, and states.
• Introduced a component library for Figma and developers.
• Defined unified UX patterns (onboarding, navigation, confirmations, errors).
• Set up documentation and a design guide for the entire team.

Results.

• All products now feel like parts of a single ecosystem.
• The time it took to develop new screens was reduced.
• The number of errors when transferring design to code was reduced.
• Users noted predictability and clarity of interaction.

AlfaBit's redesign wasn't just a simple interface update, but a systemic overhaul of the product. We transformed a chaotic
exchange into an ecosystem where cryptocurrency is used for real-world tasks and perceived as a convenient tool.
What's changed:

• The user experience has become transparent: the path from registration to the first trade has become shorter and clearer.
• The exchange now offers two levels of complexity and integrated training, lowering the barrier to entry for newcomers.
• The wallet has transformed into a familiar "financial account" with protection and control.
• The airline ticket service demonstrated crypto in action—the first 1,000 tickets were purchased in just three months.
• PAY has become a working tool for companies: 120 merchants in six months and a 300% increase in transaction volume.
• The entire ecosystem has received a unified visual and behavioral logic through the design system.

Result in numbers:

• 📈 Increased registrations and decreased bounce rates on the first screen.
• 🔒 Fewer support requests regarding access and security issues.
• 💳 First sales in offline categories (air tickets).
• 🏢 Connecting 120 merchants and tripling transaction volume.