Rebuilding a broken deposit journey, designing for confidence, and taking activation beyond its previous baseline.
Design leadership → Product ownershipA Wallex case study · 10 min read
My role Product owner & designerApproach Shape UpFocus First-deposit activation
−89%Drop in activation vs. the previous baseline
1 weekDesign + development for the first recovery
+9%Final average vs. the previous baseline
It was around noon on an ordinary Wednesday in autumn when the payment gateways for Wallex and other cryptocurrency exchanges shut down without warning.
In a moment, the familiar route from signing up to funding an account was gone. Our conversion from signup to first deposit fell by approximately 89%.
We had to help people move forward, while answering a much harder question: how do you ask someone to trust a new way of moving money when the familiar one has just disappeared?
My responsibility grew with the problem.
I initially contributed as a design lead, with hands-on design support to reopen Wallex deposits. For the redesign, I became both product owner and designer, using Shape Up and coordinating the work through release.
01 · The immediate response
Be clear about what is unavailable.
The first decision was about honesty and speed. We made the unavailable state visible and offered Walgold, Wallex’s gold-investing platform, as an alternative for users whose immediate goal was investment.
In Frames 01–02, the familiar page makes the interruption visible and introduces the temporary alternative.
This had a clear limit: buying gold did not fulfill the intent of someone trying to buy crypto. It was a temporary option while we worked to restore deposits into Wallex.
Frames 01–02. The familiar deposit page before the shutdown and the immediate response.Read frame descriptions
Frame 01 · Before the shutdown
Enter an amount, choose a registered bank card, and continue to the online gateway.
Frame 02 · The immediate response
Show that deposits are temporarily unavailable and offer Walgold for a broader investment goal.
02 · Restore access
Three days to design. One week to ship.
By Saturday, there was still no clear end to the shutdown. Waiting was no longer a useful product strategy. We set the previous first-deposit conversion as our recovery benchmark and worked with our payment partners on another route.
Sender information from card-to-card and reference-based transfers could be matched to the information we collected from users. Frames 03–04 show the method-selection page and reference-based instructions. That gave us a way to reconcile transfers and credit the corresponding Wallex accounts.
The constraint
Roughly three days for design and three more for development.
The priority
Restore a usable deposit route, then learn from the actual journey.
Frames 03–04. The first release reopened deposits through method selection and reference-based transfer instructions.Read frame descriptions
Frame 03 · Method selection
Bring transfer methods together with their limits and expected timing.
Frame 04 · Reference-based transfer
Register an eligible source and show the destination account and transfer reference needed for matching.
The release restored access by the end of the week. Average activation recovered to approximately half of its previous level. That was meaningful progress, but also a clear sign that availability alone was not enough.
03 · Read the behavior
The route people chose was not the route they needed.
We looked at navigation paths alongside completed deposits. People repeatedly entered the “Direct Payment” activation flow, apparently expecting the familiar gateway. Yet card-to-card transfers accounted for roughly three quarters of completed deposits.
The mismatch made the naming problem concrete. We changed the label from “Direct Payment” to “Automatic Payment.”
A navigation detour, beside the deposit mix.
Behavioral evidence
A recurring navigation pattern
Deposit page
“Direct Payment”A familiar name, a different destination
Activation setup
Back to the deposit page
Schematic navigation pattern; widths do not represent traffic volumes.
How deposits were completed
~77%card-to-card
Card-to-card~77%Paya~17%Satna~3%Other~3%
The method name was shaping expectations before the transfer even began.
Redrawn from the original analytics evidence. Rounded shares replace raw counts. Navigation and deposit mix are separate observations, not one conversion funnel.
Previous labelDirect Payment
Revised labelAutomatic Payment
04 · Rebuild the experience
Make the next step easier to understand.
With deposits available again, I took ownership of the next phase as both product owner and designer. Working with Shape Up, I coordinated the redesign through release.
The work centered on three questions: which method should I use, how do I transfer correctly, and when will the money arrive?
Start with the amount, not a list of methods.
Each payment method had a different limit. Showing those limits on the cards still left people contacting support to work out which one to use. I redesigned the choice around the amount users intended to deposit.
Entering an amount made eligibility explicit: unsupported methods remained visible but disabled. We aimed to recommend the fastest eligible route, updating the recommendation as the amount changed. The top of the page also brought rotating activity messages and support into view, providing reassurance before an unfamiliar financial task. Frame 05 shows both the empty and amount-entered states, with eligibility and the recommendation updating together.
Frame 05. Two states of the same page: before and after entering an amount. Both states are labeled 05 in the supplied figure.Read frame descriptions
Frame 05 · Amount empty
Place the amount first, show activity and support, and use the clearer name Automatic Payment.
Frame 05 · Amount entered
Apply method limits, disable unavailable routes, and update the recommendation for the entered amount.
Confirm the source before the user leaves.
Missing source-card details and transfers from someone else’s card created preventable errors. Immediately after method selection, we asked people to choose a saved card or add their own (Frame 07).
The transfer instructions then made the movement of money explicit: from this registered source, to this Wallex destination. Guidance and the post-transfer action stayed in the same journey (Frame 08).
Frames 07–08. Confirm the source card, distinguish the Wallex destination, and keep guidance and the post-transfer action available.Read frame descriptions
Frame 07 · Choose the source card
Immediately after method selection, add your own bank card or select a saved card.
Frame 08 · Understand the transfer
Separate the registered source from the Wallex destination, show timing and limits, and keep guidance and the post-transfer action available.
Teach the banking step where it happens.
“Transfer to this card” was not enough. Every bank had its own labels, navigation, and sequence. Covering every banking app at once would have expanded the scope considerably.
We prioritized the five banks responsible for more than 80% of incoming transfers and placed step-by-step guidance inside the flow. That concentrated the effort on the journeys most people were taking. Frame 09 shows the banking instructions and the return path to Wallex.
Frame 09. Selected beginning and ending sections of the bank-specific guide, including the return path to Wallex.Read frame descriptions
Frame 09 · Bank-specific instructions
Use annotated banking-app screens for the exact action, then bring users back to Wallex for an arrival estimate.
Design for the wait after the transfer.
Sending the money did not end the user’s journey. Until their Wallex balance updated, many contacted support to ask when the funds would arrive.
We added “I’ve completed the transfer.” Users entered the method, source, and date and time. Frame 10 collects those details; Frame 11 uses them to show an expected arrival time, rather than leaving users to guess.
Frames 10–11. Transfer details lead to an arrival estimate based on the information entered; this is not a bank-confirmed transaction status.Read frame descriptions
Frame 10 · A route out of uncertainty
Enter the transfer method, source, and date and time. Recent deposits remain available below.
Frame 11 · Show the expected arrival
Keep the transfer details editable, provide an arrival estimate, and explain normal processing time.
If the expected window had passed, the experience changed with it. We acknowledged the longer wait, offered a direct route to support, and explained common causes with the relevant next action (Frame 12).
Frame 12. The delayed state connects the longer wait with support and common causes.Read frame descriptions
Frame 12 · A route out of uncertainty
Acknowledge the delay, offer support with a transfer receipt, and explain common source-card and account issues.
05 · The outcome
Recovery beyond the previous baseline.
After the final release, average conversion from signup to first deposit reached approximately 9% above its pre-disruption baseline, and approximately 119% above the first transfer-based release.
During the first few days after launch, conversion briefly peaked around 38% above the old baseline. That early peak is shown separately from the final average.
From interruption to recovery.
The activation story
Activation index · baseline = 100
Before the shutdown100
After the shutdown11
First transfer release50
Final average109
138 · brief early peak, shown separately from the average
+9%Final average vs. the original baseline
+119%Final average vs. the first transfer release
Rounded indices protect absolute conversion rates. The interim Walgold-associated signal is excluded from this trend because its metric scope remains unconfirmed.
Observed before-and-after performance across releases. These comparisons do not isolate the effect of an individual design change.What I took from the project
The journey ends when the money is usable.
The shutdown began as an infrastructure problem. Recovering from it required coordinated decisions about payment operations, product scope, interaction design, and support.
Our first release gave people a way to deposit again. The redesign made it easier to choose, act, and understand what would happen next. Owning both product and design helped me connect those decisions to a single recovery objective.
A deposit experience needs to support the user all the way to having their money available to use.
About the figures: the supplied presentation boards combine Persian product interfaces and English annotations. Frame references follow the numbers printed on the boards, including the two states labeled 05. The boards retain the supplied account details and activity figures. Analytics charts use rounded shares or relative performance. No separate improvement in trust or support volume is claimed.