Exchange App Renewal

As a product manager at a global crypto exchange, I led the Korean app renewal from research through specification. The goal was not just a cleaner interface; it was local acquisition and trust in a market where users compare exchanges quickly and abandon anything that feels foreign, risky, or hard to recover from.

#Find the adoption breaks first

Before touching a single screen, I mapped the full user journey — from first hearing about the product to withdrawing funds — across five phases. The point was to separate surface-level UX issues from adoption breaks: places where a new Korean user hesitated, lost trust, or needed local context the global product did not yet provide.

#Global product, local voice

A global product and a local market do not always move at the same pace. The renewal was an exercise in balance: keep the product coherent globally while reshaping onboarding, trading flows, and high-anxiety money moments around how Korean users actually behaved. The bet was that local trust would matter more than adding more features.

#Sweat the words

Consistent UX writing is part of market fit. I wrote a UX-writing guideline that kept the whole app speaking in one voice — the same words for the same concepts, the same tone in success and in failure. In a domain where money moves, wording is not decoration; it is one of the ways a product earns trust before a user deposits.

#The money paths

I led planning for the features where trust is most fragile: staking products and the deposit / withdrawal paths. These are flows where a confused user is a scared user — every state, delay, and edge case needs words and UI that keep people oriented while their money moves. Requirements came from behavior data, and the decision was to make network choice, status, and reversibility explicit before users reached a point of no return.

#The invisible half

I also designed the wallet back-office: the core features for coin transactions and asset management that keep operations running behind the scenes. It is quiet work, but local trust depends on the invisible operational system being unambiguous when something goes wrong.