Bitcoin Mining Platform
PRODUCT DESIGN
End-to-end redesign project for rental store to cut decision paralysis and boost conversions.
DOMAIN
B2C marketplace
ROLE
Product designer
TIMELINE
6 months
Product Context
A platform for renting ASIC mining hardware. Two radically different user types share the same product: newcomers looking for passive income, and experienced miners optimising margin.
The Problem
One flow for everyone meant newcomers were lost in technical specs while power users couldn't find the advanced controls they needed. Conversion rate was critically low across both groups.
My Role & Team
Led the full design process end-to-end.
THE APPROACH
01
Discover
Ran user interviews and competitor analysis to understand two opposite user types — newcomers and experienced miners — failing at the same screen for different reasons.
02
Hypothesize
Mapped the specific breakdowns behind low conversion: decision paralysis at miner selection, missing KYC, invisible ROI, and a mobile experience that was never built mobile-first.
03
Redesign
Built a dual-path structure (Quick Start vs. Advanced) converging at the same checkout, added an inline ROI simulator, integrated KYC into onboarding, and rebuilt mobile from the ground up.
04
Test
Validated the design decisions against both personas — "Novice Jack" and "Expert Mike" — ensuring neither user type was left underserved by the same flow.
05
Ship
Delivered a complete design system with a fintech-grade visual language built for trust and financial credibility.
06
Measure
Set clear target metrics — mobile completion, miner selection completion, and configuration completion — to measure impact post-launch.
Research Methods
User interviews
Jobs-to-be-done framework
Competitor analysis: NiceHash, Compass Mining, Luxor
Card sorting for IA
Affinity mapping of interview findings
Key Insights
01
Decision Paralysis at Miner Selection
40–50% of users bounced at miner selection. 20+ technical options, no guidance. Novices froze from overwhelm; experts left frustrated by the lack of filtering. Two opposite user types failing at the same screen for opposite reasons.
02
No Identity Verification (KYC)
No structured KYC flow existed. As regulations tightened, this created a compliance risk, a trust gap with high-value users, and a barrier to scaling into new markets. A missing flow — not a broken one.
03
No ROI Visibility Before Purchase
Users selected location and duration with zero visibility into expected earnings — a financial commitment made completely blind. Every interview participant asked the same question: "But what will I actually earn?"
04
Mobile Experience Underperforming
70% of traffic was mobile, but mobile completion ran 13 points below desktop. The product had been designed for desktop and adapted down — not built mobile-first.
05
AI recommendations need visible reasoning to be trusted.
A budget recommendation that says "increase by 38%" with no explanation will be ignored or second-guessed. → Show the reasoning chain before the action button.
Information Architecture
Dual-path entry: "Quick Start" mode (newcomer-optimised) vs "Advanced" mode (pro-optimised). Both paths converge at the same checkout — different framing, same product.
User personas
Two primary personas emerged from research, each experiencing all three problems distinctly.
Design decisions
Instead of forcing a choice on a landing page, I integrated the Guided Selection directly into the Mining Shop. This approach respects the "Expert Mike" persona by giving immediate access to the full catalog, while providing a "Safety Net" for the "Novice Jack."
Inline Configuration + ROI Simulator
Miner cards expand inline — no modals, no navigation, no page bounce — directly into a configuration panel and live profit display. This kept location, duration, and ROI visible simultaneously for the first time.
KYC Onboarding
Unlike standard apps, a mining platform involves high-value hardware assets and long-term hosting agreements. Therefore, I integrated the KYC (Know Your Customer) process directly into the initial onboarding flow. This ensures that every user is verified before they commit to high-cost hardware rentals and legal hosting plans.
Mobile Adaptation
The desktop experience was redesigned for mobile following Apple's Human Interface Guidelines — adapting layout, navigation patterns, and interaction logic to match iOS conventions. The goal was to move from a desktop-first product scaled down, to an experience built around how mobile users actually navigate and make decisions.
Design system
The visual system was built around a clean, light-mode fintech aesthetic — a white-dominant canvas with high-contrast typography, structured data layouts, and amber/gold accents reserved exclusively for CTAs and profit figures. Monospace numerals were applied to all financial data. The goal was to communicate precision, trust, and financial credibility at every touchpoint.
THE OUTCOME
Mobile completion rate target
Miner selection completion target
Configuration step completion
A NOTE FROM THE DESIGNER
Two users failing at the same screen for opposite reasons isn't one problem — it's two. Fixing it needed a dual path, not a better version of one.