Improving trading platform clarity through a user-focused landing page redesign

IntentX is a next-generation online platform for trading financial contracts. Its original landing page was designed primarily for investors, focusing on infographics that explained its trading architecture. However, with the platform’s open-beta launch approaching, IntentX needed a redesigned landing page that resonated with active traders: the platform’s core user base.

I redesigned the page to shift the focus from investors to traders, creating a more intuitive, engaging, and action-driven experience. By streamlining content and emphasizing key features, the new design allows users to quickly understand the platform’s value, explore functionalities, and take action confidently.

Deliverables

UX research

Information architecture

Web design

Web3

Fintech

Problem Statement

The original landing page did not effectively communicate IntentX’s value to traders. It was structured around explaining the technology rather than guiding users through key features and benefits. This led to a disconnect between the product’s capabilities and the needs of its primary users: active traders looking for efficiency, clarity, and ease of use.

Challenges:

Content was very technical, catering more to investors than traders.
Navigation lacked a clear flow, making it difficult for traders to grasp the platform’s key features quickly.
The page needed to balance education with engagement while maintaining the brand’s credibility.

Research & Strategy

1. User-Centered Approach

To create a trader-first experience, I restructured the content to highlight key platform benefits rather than complex technical details. The redesign prioritized:

Clear messaging; making features and value propositions easy to understand at a glance.
Action-driven design; encouraging users to explore the platform and sign up.
A seamless experience; keeping users engaged with an intuitive page flow.

2. Competitive Analysis

I analyzed platforms like Vertex Protocol, dYdX, and Hyperliquid to identify best practices in decentralized trading UX. This helped shape a strategy that balanced education, engagement, and conversion optimization.

Key takeaways from the research:

Successful trading platforms highlight features in a concise and visually engaging way.
Interactive elements and real-time data improve user engagement.
A well-structured page flow ensures traders stay on the page and explore further.

Design Process

1. Wireframing & UX flow

I started with low-fidelity wireframes to explore different content structures and hierarchies. The client wanted the landing page to double as an About page, so I designed a progressive content flow that kept users engaged while learning about the platform.

The structure emphasized:

A clear hero section; immediately communicating platform value.
Feature highlights; making the most important benefits easy to digest.
Engagement-driven layout; keeping users scrolling, exploring, and converting.

2. Visual & Interactive Enhancements

To make the page more engaging and informative, I integrated:

Video elements; showcasing platform functionality in action.
Data visualizations; helping traders understand key metrics at a glance.

Results & Impact

Improved engagement: Users spent more time on the page, interacting with key sections.
Increased clarity: Traders could quickly grasp platform features, reducing confusion.
Stronger conversions: A more streamlined flow encouraged user sign-ups.

This redesign successfully transformed the IntentX landing page into a compelling entry point for traders, ensuring they could understand the platform’s value, explore its features, and take action with confidence.

Levy

Founder, IntentX

"Annmarie demonstrated a quick and proficient understanding of our unique business needs. Her turnaround time for the project was not only swift but also required minimum edits, thanks to her attention to detail. We highly recommend Annmarie for web design projects and look forward to working with her again in the future."

Improving trading platform clarity through a user-focused landing page redesign

Deliverables

Problem Statement

Research & Strategy

Design Process

Results & Impact

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