Designing for Action : A 2-Week Redesign That Drove 80% More Clicks

🔍 Project Overview

Current Design

🎯 Goals

• Increase conversion rate
• Enhance the brand’s professional image and quality perception

🧱 Challenges

• Low Conversion Rate: Users had short session durations and a very low CTA click rate.
• Unclear Visual Hierarchy: Users struggled to quickly identify the core value propositions.
• Lack of Emotional Brand Connection: The overall visual tone lacked a sense of professionalism, making it hard to build user trust.
• Poor Fit for DeFi Branding: The design used flat elements and colors that didn’t reflect the futuristic, high-tech nature expected from DeFi platforms.

💡 Solutions

• Immersive Dark Mode Design
  Adopted a dark-themed interface to create an immersive experience. Key messages were emphasized, secondary elements subdued, and futuristic visuals + micro-interactions were added to capture the high-tech vibe of DeFi.
• Improved Visual Hierarchy & Communication
  Key data like total transaction volume and total user count were visually elevated using contrast and placement, building greater user trust.
• Clear Module Categorization
  We restructured the content hierarchy to make the primary modules — “Trading,” “Earnings,” and “DeFi Gamification” — more distinct and easier to digest, reducing cognitive overload.
• Rewritten CTA Copy for Better Motivation
  The original CTA label, “Launch,” lacked specificity and emotional drive. We changed it to “Start Your Engine!”, aligning it with the rocket imagery in the hero visual to strengthen thematic cohesion and motivate action.

Heatmap & Eye-Tracking of Current Design

Redesigned Lo-Fi Wireframe

Redesigned Hi-Fi Mockup

Heatmap & Eye-Tracking of Redesign

Attention Map & Clarity Improvements

📊 Impact

• The new design focuses on clarity, emotional engagement, and DeFi brand alignment.
• The rocket-themed call to action created a stronger narrative moment and increased interaction intent.