Bits Of Gold
Multi-Platform
Crypto to the People
End-to-end redesign of a regulated crypto ecosystem, from wallet architecture to transactional flows - delivered across native mobile and the supporting web system.
Multi-Platform
Overview
With crypto moving into the mainstream financial ecosystem in Israel, Bits of Gold needed to evolve beyond web into a native mobile wallet. The goal was “Crypto to the People”: unlock growth by making core actions simple and accessible for newcomers - while preserving the professional depth and trust that power users expect.
- Scope
- Mobile Native AppWeb PlatformMarketing Website
- Team
- 3 designers,1 Copywriter
- Timeline
- 202418 months
My Role
As the lead UX Designer & Product Team Lead I owned end‑to‑end UX&UI across the mobile app and its implications on the web system.
- Planned and managed the project process and milestones.
- Defined IA, flows, and screen‑level UX for the entire app (and aligned web changes).
- Directed UX and UI designers across UX / UI / microcopy.
- Partnered closely with BOG’s PM and engineering, and worked directly with leadership (CEO/VP/Marketing) for alignment and decisions.
Process (research, workshops, definition)
We began with a discovery workshop combining company + product strategy, user segmentation and validation (knowledge levels and motivations), personas and journey mapping, and opportunity framing.
Key outputs included: a shared baseline on blockchain and compliance requirements, an MVP roadmap (now/next/later), information architecture, and prioritized flows for redesign.
Challenges & UX Strategy
BOG’s product combined regulated‑finance constraints with structural complexity (multiple account types with different rules, plus edge cases tied to external wallets and partnerships).
Simplify decisions
Remove unnecessary choices and reduce cognitive load, especially in core money actions.
Beginner-friendly, pro-ready
Accessible for new users, while preserving pro-grade capabilities: speed, control, and advanced options
Build trust through clarity
Make fees, constraints, and outcomes transparent, shown at the moments users commit to an action.
Key Solutions
Simplified buy flow
The payment method selection was moved to the end of the process, so users could first focus on intent - what they want to buy and how much.
Added contextual transparency
Relevant limits were surfaced while entering the amount, and the flow showed an estimated “you’ll receive” value before payment. At the final step, users could review a clearer breakdown of fees and net crypto received.
Standardized switcher
One mental model
Problem:
Users struggled to understand input vs. output across buy/sell/transfer - especially when switching direction.
Each flow presented amounts and labels differently, breaking consistency and increasing perceived risk in a high-stakes action.
Solution
- Standardized the pay/receive switcher across flows (buy, sell, withdrawal)
- Locked the placement of fees, totals, and “you’ll receive”
- Kept layout and wording consistent to support one clear mental model
- Built it as a reusable design-system component (scalable across future flows)
Unified accounts, hidden complexity
Removed the need to choose a destination/source account by unifying "Trading" + "Deposits" into one Bits of Gold account. The system keeps internal separation for bookkeeping, with closed-loop partnership exceptions (e.g., maxBack).
Pro tax tools
This unified account model includes a tax coordination feature for experienced users who can select specific coins to manage their tax liability when selling.
Mobile→Web
Platform Expansion
While the focus was native mobile, the work extended to the web system as well—aligning flows, information architecture, and UX decisions across platforms to support consistency and scalability as the product evolved.
