Parti.com

Redesigning a Web3 Trading and Livestream web app

Led a growth-focused redesign of Parti's core experience to reduce friction in high-stake financial transactions, strengthen user confidence through clearer feedback and progressive disclosure, and drive deeper engagement.

Results

  • 30% increase in DAU
  • 15% lift in conversions
  • Improved feature adoption and engagement

My Contributions

  • Lead Product Designer
  • UX Research
  • User Testing
  • Product Strategy
  • Scalable Design System
  • Wireframes & Prototypes
Problem

Unappealing design, confusing navigation, and lack of user engagement

Parti is a livestream + trading platform operating in a high-risk, high-emotion environment where users make real financial decisions in real time. Users lacked confidence navigating key flows. The interface created friction in critical moments, leading to low feature engagement and drop-off in high-intent actions.

Solution

Modernize visual design, reduce friction and increase user confidence

Design Thinking Approach

Understand

Understand the problem through User Interviews and Market analysis

Specify

Analyze findings, identify goals and prioritize features based on findings

Ideate

Create low fidelity wireframes to explore design posibilities

Test

Test hi-fi prototypes with users to gather feedback and iterate designs

Design System

Creating the Tone, Color Palette, Iconography and Typography of the brand

Launch

Implement final solution, launch and monitor performance metrics

User Research

What do users think of Parti?

To better understand our users experience first-hand, I conducted a survey with Parti users and organized the data through affinity mapping, and the main insights of the research are below:

Visual Design feels dated and unappealing

The site is all purple, while unique its reminiscent of older sites and deemed unattractive.

Impact: Not engaging and detracts from the user experience. A web3 platform should be exciting.

Poor Navigation & Usability

Users shared that core features (streaming, wallet, tipping) were hard to locate.

Impact: Users spent unnecessary time locating key functions, reducing engagement.

Heavy Cognitive Load during Transactions

Crypto transaction flows were overwhelming with too much data, limited guidance or error prevention.

Impact: Users abandoned transactions mid-way.

Unclear Feature Purpose

Engagement features such as tipping in chat or gifting subscriptions lacked guidance on its impementation.

Impact: Users underutilized revenue-driving features.

Market Research

Competitive Analysis

Researched industry standards and user expectations to uncover opportunities for differentiation.

Bright Accent Color

Web3 design trend of a dark background with a bright accent color

Before Image
Clean UI Design

Organized layout for easy scanning and navigation of content

After Image
Clear Data Visualization

Reduces information overload and clutter

Before Image
Large Search Bar Centered

Search bar and main actions always accessible on side and top bar

After Image
Phase 2

Define Goals

Synthesized research data and presented findings to Stakeholders, PM and engineers. We identified project goals that align with business requirements and user feedback.

Visually appealing redesign

Improve usability & navigation

Increase user engagement

Collaboration & Leadership

Leading Cross-Functional Meetings

I facilitated regular cross-discipline checkpoints with engineering, product, and marketing to align on priorities, negotiate trade-offs, and champion user needs across competing objectives. I had daily check-ins with engineers and incorporated them early into my design process to ensure technical feasibility and practical implementation. My approach ensured design decisions were data-informed, user validated, and aligned with business KPIs, a practice fundamental to senior product roles where impact on conversion and engagement directly influences revenue and product adoption

Reducing Bounce Rates

Modern Visual UI

Users felt the original color palette lacked vibrancy and visual impact. For the redesign, I preserved Parti’s brand colors to maintain identity and recognition, while enhancing them to create a more dynamic, engaging visual system.

High bounce rates, outdated design and lack of interest

• Low contrast = overuse of purple
• Dull & muted color palette
• Unclear visual hierarchy

Before Image
Exciting and engaging design that reduced bounce rates

• High contrast = Vibrant accents + dark background
• Colorful, distinctive Web3-inspired visual identity
• Strong visual hierarchy

After Image
Phase 5

Design System

I established a consistent design system foundation for Parti that supported scalability across future features. This involved refining typographic scales, color semantics, Web3-specific icons, real-time feedback, and interaction components for live price updates. Also kept mobile responsiveness in mind (e.g., larger tap targets).
The design system increase design velocity andfacilitated a smooth hand-off and reduced rework during implementation.

Operational Systems

Aligning UX with Backend Workflows

To ensure designs worked with operational systems, I partnered closely with engineering to refine data models and state logic, enabling real-time UI indicators that accurately reflect backend status. My designs show accurate transaction states and estimated completion times rather than generic loaders.
Impact: Demonstrating precise, actionable and trustworthy data prevents friction and builds user confidence.

Transaction Data Flows to Simple UI

From Raw Data to a Simple Clear Experience

Original transcation screens pulled raw backend data, leading to user hesitation and abandoned flows when discrepancies arose.

Redesigned transaction flows pulls the same real-time data and displays it in a clear user-friendly way.
• Inline price updates
• Tooltips explaining backend-derived values
• Expand for more details
• Error prevention messaging

Impact: Users reported higher confidence, transaction completion rates improved, engineering noted fewer data-mapping issues demonstrating the value of connecting user journeys with backend systems.

Challenge 1

Designing for Confidence and Emotional UX

Fintech is a high-stakes environment, users experience anxiety, fear irreversible mistakes and need reassurance before committing. We must design experiences that build trust by balancing security, transparency and education in an unfamiliar space.

Real-Time Indicators & Progress States

Transparent, real-time feedback during high-stakes actions. Clear progress indicators and contextual messaging reduce uncertainty and reinforced system reliability.

AI Features

Confirmation mechanisms

Structured confirmation screen with transparent transaction summaries for irreversible actions. This increases perceived control, encourages commitment and builds trust.

Onboarding demo
Challenge 2

A Data-Dense Experience that doesn’t overwhelm

Balance between Displaying complex, real-time financial data and analytics without sacrificing usability or accessibility.

Progressive Disclosure

We surfaced complex trading data only when relevant, placing details in expandable sections. This reduced cognitive overload and improved transaction completion rates and minimized hesitation during high-intent actions.

AI Features
Onboarding demo
Challenge 3

Combining 2 industries in 1 web app

Integrating livestream social features with Web3 and crypto elements could feel disjointed, cluttered, or overwhelming. With my design, I created a cohesive user experience.

Component-level simplification

Strategically placed crypto features (e.g. market tickers, swap modals) throughout the web app. Displaying only essential metrics up front, leading users to more advanced with a click.


Data Visualization

Clear, concise data presentation through charts and color-coding helps users quickly digest complex financial data and make informed decisions..

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Results

Business Impact

• +30% increase in DAU
• +15% lift in conversions
• Improved feature adoption and repeat engagement

User & Team Feedback

• Founder: “The redesign was more than a facelift—it redefined the platform's identity“
• Users praised the usability, cleaner navigation and faster access to trading tools
• Stakeholders, PM and Engineers expressed the design rivaled competitors!

Company-wide Design Impact

Optimization of development with reusable and scalable Design System

Thank you for your time 🪷

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