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Fintech / Crypto
Redesigning Xapo Bank
Home & Activation UX
2x
ARR conversion
+25%
Discoverability
$450k
in ARR in 6 months
Project Overview
Background
In 2025, Xapo Bank made a bold shift — moving from a 30-day trial to a $1,000 annual fee paid upfront.
This repositioned Xapo as a premium digital bank but also changed how users engaged with the product: they now had to understand the value before committing.
Challenge
Increase the Approved → Paid conversion rate
This impacted ARR directly
Objectives
Increase Approved → Paid conversion rate
Direct impact on ARR
Increase Assets Under Management (AUM)
Encourage higher initial deposits currency diversification
Identify friction points across the funnel
Understand drop-off moments and optimize user flow pre-payment
Team
My role
Sr. Product Designer
Timeline
3 months
Walkthrough
Official
partner
Initial problem
Approved users would not deposit, pay the fee & start using the product.
For each approved member we paid; Paid media ads, address & ID screening cost, manual operation costs and more.
Conversion
10% approved to subscribed
Below target
Churn
30% of users don’t come back to the app after day 1
Exploration
50% don’t check the wealth section (core product)
Existing screens
Initial premise
Objective
User’s perspective
Ease the understanding of the product
Business
To increase the paid conversion rate
Tech
Without refactoring the Backend
Process
Our process started with a deep discovery phase to understand why users dropped off before payment.
We combined data analysis and user research to uncover key friction points and align the team around validated hypotheses.
Phase 1
Discovery
Phase 2
Design & Handoff
Feature 2
Payment flow revamp
Instructions shown
+73%
CRO SELL
Feature 3
Cross selling banners
Avg. Pageviews
+25%
Feature 4
Empty States
CRO SELL
Feature 5
Empty States
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