Godex

The Task

The primary goal was to increase deposit conversion — the key revenue metric for the exchange. Every percentage point improvement in the deposit flow directly translated to revenue growth.

Secondary objectives included improving the mobile experience and strengthening the overall brand presence. But the deposit flow was the core focus — it was where the business lived or died.

My Role & Process

I worked as an embedded product designer, fully integrated into the product team. This wasn't a handoff-based workflow — I was involved in every decision, from strategy to pixel-level execution.

My day-to-day included:

• Daily collaboration with marketing and development teams
• Coordinating with freelance graphic designers for visual assets
• Running A/B experiments to validate design decisions with real data
• Creating and maintaining design documentation
• Leading team workshops to align on direction and priorities

Design Process

The work was focused squarely on the deposit flow — the most critical path in the product. I took a systematic approach:

• Mapped the complete user journey from landing to successful deposit
• Identified friction points where users dropped off or hesitated
• Designed and tested multiple variants of key screens
• Optimized the mobile experience, which accounted for a growing share of traffic
• Worked with marketing to ensure messaging consistency across the funnel — from ads to landing pages to the deposit flow itself

Every design decision was tied to a hypothesis, and every hypothesis was tested. This wasn't about making things look better — it was about making the flow convert better.