Redesigning and improving investment portfolio dashboard for one of the world's largest crypto exchange. Focused on clarity, streamline progression, risk awareness, and new-user activation across 300M+ users.
Role
UX / Product Design
Focus
Research, IA sorting, Competitive Benchmarking
Usability Interview, Design with Constrains
Scope
6 responsive screens, End to end
tools
Figma, Claude
Unified portfolio summary across all wallet types
Binance splits funds across Spot, Margin, Funding, and Earn wallets. I couldn't merge them (backend architecture), so I designed a persistent top bar that rolls everything into one total — "$1,732.94" instead of four separate balances.
Risk & Exposure — a page no exchange has
A new page surfacing margin level, liquidation distance, concentration, and actionable next steps. Business case: users who understand their risk retain longer and make informed decisions instead of abandoning the platform after unexpected losses.
Regulatory-aware progressive disclosure
Margin and futures are geo-restricted. Rather than separate layouts, the Leveraged page degrades gracefully — educational empty states when features are unavailable, expandable details when positions exist. One layout, 100+ countries.
New user onboarding for empty states
150K daily signups land on an empty table. I designed a 3-step guided flow, feature previews, and "Not ready?" educational content. Closing the gap between signup and first deposit is the highest-leverage improvement at this scale.
00 – Design story
Trading in crypto feels so scary.
In 2025, I started taking crypto investing more seriously and chose Binance for its scale. After a few trades, I realized I didn’t actually understand my portfolio. My assets were scattered across different wallets, with no clear overview, cost basis, or sense of risk. It felt fragmented and harder than it should be to know where I stood. That disconnect became the starting point for this redesign.
The Core Question
How might we simplify the Binance portfolio experience to reduce the steep learning curve, unify fragmented assets, and provide clear cost basis, risk visibility, and progression guidance?
01 – market & Research
300M users, but one-size-fits none?
Binance was built by traders, for traders. Over time, more and more features were added—futures, margin, earn, NFTs—without really stepping back to question who the experience is for.
As I used the product, conducted user interviews, and looked through reviews and forums, a few patterns of friction began to show up:
Wallets feel scattered: My assets sit across Spot, Funding, Margin, and Earn. The overview shows a total, but I still can’t see P&L or risk across wallets, and I end up moving funds just to use features.
Insights are hidden: Trading performance exists in Trading Insight, but it’s buried in a separate menu. My main portfolio just shows numbers without context.
Onboarding is weak: Starting out feels confusing — there’s barely any guidance for new users.
02 – understand what's out there
Nobody is doing portfolio intelligence well.
To understand what’s actually out there, I put some money into Binance, Coinbase, and Kraken and used them like a real user, noting every moment of confusion. Coinbase feels the clearest and easiest to start, but offers almost no sense of risk. Bybit is the only one that surfaces risk well, though it’s clearly built for more advanced, derivatives-focused users and doesn’t really support that early, empty-state moment. Binance and Kraken sit somewhere in between — better portfolio depth exists, but it’s either buried or takes extra steps to fully understand.
03 – design with constrains
As much as I loved to, I can’t just do whatever I want.
I also kept in mind to approached this with real constraints. Binance operates across different regulations, so features like margin and futures can’t always be shown. Their backend splits assets into multiple wallets, which means I can’t just merge everything into one clean view. At the same time, trading drives revenue, so I had to surface it naturally without overwhelming the experience. And with a global, mobile-first user base, every decision had to stay simple, lightweight, and work on smaller screens.
04 – How i got there
Making the complicated feel intuitive.
Humanized Data & Feedback
I introduced portfolio health scores, plain-language risk alerts, and contextual nudges that offering feedback, suggestions, and turning raw data into constructive guidance. You feel more guided to understand your money instead of leaving you to figuring out.
05 – the result
New user deserve a welcome mat
50,000 people sign up for Binance every day during peak periods. Each one of them lands on a portfolio page with nothing in it currently. This new redesign provides guided 3-step onboarding with feature previews and educational resources.
Get started in 3 steps
The biggest drop-off in crypto onboarding happens between account creation and first purchase. Breaking it into three clear steps — Deposit, Choose, Buy & Hold — reduces cognitive load and helps users take action immediately.
Show locked features
Locked features like portfolio health score, live P&L, smart alerts, and milestones are displayed grayed out with explanations. This signals value to users without overwhelming them, motivating them to deposit and unlock the full experience.
“Not ready? Explore first”
Not everyone who signs up is ready to invest. Some are just curious. Embedding short Binance Academy reads (3–5 minutes) directly in the portfolio lets curious users learn without leaving the app, reducing context switching and keeping them engaged.
Holdings – the new home for your Portfolio
Holdings page is the first thing you see when you open your portfolio. You will find your overall portfolio health score, cost basis P&L, asset allocation, recent activity and simple CTA.
Why a portfolio health score?
A simple 0–100 score with plain-language explanations (like a credit score), it gives confidence without requiring financial literacy.
Personalize summary across all portfolio pages
Introduced small, human touches like “you’ve been holding for 3 weeks — nice work” Instead of just showing numbers. It acknowledges behavior and gives subtle feedback, helping users stay aware of their habits over time.
The “idle money” nudge
A small banner highlights when funds are just sitting there. It helps users take action and helps the business drive more activity.
CTA to keep the progression open
Introduced prompts like “explore trading” to gently guide users forward. This makes the next step visible and accessible, so users can grow at their own pace.
Active positives – Everything alive, in one view
Currently, Binance splits spot holdings, margin positions, and open orders across separate pages, forcing users to jump around for a full view.
Active Positions page brings everything together — spots, margins, and open orders — into one single page, showing entry price, current price, P&L, type, and volatility at a glance.
Why merge spot and margin here?
Because from the user's perspective, they're all "things I'm holding." The technical distinction between wallet types is Binance's problem, not the user's. I tag each row with "Spot" or "Margin" so the info is there, but the user doesn't need to context-switch between pages.
Volatility badges
“Up $0.28” means little without risk context. Color-coded Low/High badges give ambient awareness of position volatility. Provide eye catching visual feedbacks.
Surfacing position warning
Currently, margin risk information is buried in a sub-page you'd only find if you knew where to look. In this redesign, it surfaces proactively with a clear action CTA, preventing users from missing critical alerts buried elsewhere..
Personalized market signals
Incorporating your personalize "Market signals" turns generic market data into relevant, actionable insights.
Leveraged – for advanced traders
Margin and futures are where the most money is made and lost, yet critical info is scattered. That's why I gave leveraged positions a dedicated page.
Margin - Futures tab
I brought margin and futures into one page with a simple switchable tab. They’re closely related, so it made more sense to keep them side by side instead of hiding them in separate flows. You can quickly toggle between the two, compare positions, and understand your exposure without losing context.
Why Margin level explain card?
Because 160% margin level means nothing to most people. The visual gauge — showing where you are relative to the warning threshold and liquidation. Turning an abstract number into spatial understanding.
A gamification progress bar
"6/10 trades done — 4 more to unlock all features." Binance gates advanced features behind activity thresholds. Instead of hiding this constraint, I made it visible to motivate progress — aligning user growth with engagement.
When you haven't opened any futures positions, the current Binance shows a blank page. I introduced an empty state with a clear explanation, a bit of personality, and a risk-aware CTA– turning it into an in-product learning moment instead of a dead end.
Risk & Exposure – A page that doesn't exist yet
No major exchange offers a dedicated risk dashboard. Yet understanding exposure matters more than tracking returns, especially with leveraged positions.
The page provides portfolio risk score, key metrics, and actionable recommendations.
Why actionable recommendations?
Every recommendation links to an action the user can take immediately. Guidance, learning, and doing all happen in one flow.
Position needing attention
High-risk or liquidated positions are surfaced upfront, so users don’t have to dig to find what matters.
Surfacing position warning
Currently, margin risk information is buried in a sub-page you'd only find if you knew where to look. In this redesign, it surfaces proactively with a clear action CTA, preventing users from missing critical alerts buried elsewhere..
A user who understands their risk profile is more likely to stay on the platform, increase deposits over time, and make informed decisions rather than abandoning the platform after an unexpected liquidation. Risk transparency builds trust, and trust drives lifetime value.
Reduction in "where is my money" support tickets
Portfolio page engagement time
Unexpected liquidations via proactive alerts
