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Citronus
2023
My role
I was responsible for designing the core product experience from the ground up. I mapped the product architecture, designed onboarding, KYC, trading, and asset management journeys, and created the first shared UI foundation
I also introduced weekly design reviews to help the team make consistent decisions as the product grew
Citronus was building a new crypto exchange from scratch. There was no existing product to redesign: the product logic, user journeys, and interface foundation had to be defined at the same time
The initial requirements described separate features, but not how they should work together as one experience. Registration, verification, deposits, trading, portfolio management, and account security all depended on each other
The goal was to turn these requirements into a product that felt clear to first-time users, powerful enough for trading, and structured enough to support future growth
Crypto exchanges combine a lot of market data with high-risk financial actions. Users need to understand what is happening with their identity, money, assets, orders, and account status at every step
The main challenge was to make this complexity manageable without hiding important information
At the same time, the team needed a shared foundation. Designing every feature as a separate set of screens would have created duplication and inconsistency before the product even launched
Before designing individual screens, I mapped the complete product ecosystem and the dependencies between its main journeys:
Registration and account setup
Identity verification
Deposits and withdrawals
Market and asset discovery
Buying and selling
Order management
Portfolio and balances
Transaction history
Account security and settings
This helped identify where users could enter each journey, which actions required verification, what information had to be shared between sections, and which states affected the whole product
The map became a shared reference for product, design, and development
I defined several principles to guide decisions across the product:
Reveal complexity gradually instead of showing every control at once
Keep balances, fees, and transaction totals visible before confirmation
Always explain the current status and the next available action
Use the same patterns for similar financial actions
Design loading, processing, error, and restricted states from the start
Build new journeys from shared modules instead of one-off layouts
The goal was to redesign the internet bank home page and turn it into a useful daily hub where users could understand their finances, access frequent actions, see recent activity, and discover relevant offers
Users can now access transfers, payments, and other key banking features directly from the homepage, reducing the number of steps needed to complete common tasks.
Users can see the main actions more quickly cashback and discounts have become a prominent entry point to the showcase transactions are now closer to the home page
Stories have provided the bank with a flexible communication channel the web version now looks more like a modern banking product the new design system has helped to bring order to states and layouts
Following the redesign, more users began using the web version of the online banking service on their computers and mobile phones. Feedback was collected in two stages: after logging into the personal account and after one month of using the updated version.
The project also yielded internal results: layouts, states and components became more systematic, and the new visual style began to be rolled out to the rest of the online banking platform.
The project also brought more order to the product internally: layouts, components, and states became more structured, and the new visual system made it easier to continue redesigning other parts of the internet bank
Turning a passive home screen into
an everyday banking hub
UBRiR
2026
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