Jan 5, 2022
CoinSwitch Pro
CoinSwitch Pro launched India’s first multi-exchange crypto terminal for power users leaving Kuber. It adds live order books, candlesticks, and best-price routing, built after studying churn and redesigning the architecture for advanced traders.
CoinSwitch Pro launched India’s first multi-exchange crypto terminal for power users leaving Kuber. It adds live order books, candlesticks, and best-price routing, built after studying churn and redesigning the architecture for advanced traders.
Business Objective
Build a unified multi-exchange terminal that lets advanced users trade across CoinDCX, WazirX, CSX, and more from a single screen, thereby retaining pro traders, boosting active volume, and carving a premium brand identity separate from CoinSwitch Kuber.
Category
Trading Terminal Design
Trading Terminal Design
READ
5 mins
5 mins
My Role
• Led 0→1 design from flows to brand • Built design system & ensured clean handoff • Defined broker vs. exchange model with PM • Designed multi-exchange UX with focus on price discovery & usability • Mentored a designer from the third month of the project
• Led 0→1 design from flows to brand • Built design system & ensured clean handoff • Defined broker vs. exchange model with PM • Designed multi-exchange UX with focus on price discovery & usability • Mentored a designer from the third month of the project
Problem Statement
Problem Statement
Advanced crypto traders were slipping through Kuber’s fingers. Usage data showed an 18-point drop in retention among high-volume users, and session replays revealed why. Prices for the same coin differed across exchanges, yet CoinSwitch Kuber showed only its own quote, fueling distrust.
Power users spent minutes hop-scotching between Binance, WazirX, and CoinDCX, copy-pasting rates and paying network fees just to chase a better spread. “Best price is always on another app,” one user complained; another asked, “Where’s my stop-loss?” Their pain clustered around three themes: price opacity, manual arbitrage, and fragmented balances. Competitor audits confirmed no Indian platform offered a unified, pro-grade terminal.
The insight was clear: if we could surface live prices from every major exchange and route orders automatically, we’d save traders money, rebuild trust, and keep them trading, on CoinSwitch instead of leaving it.
Advanced crypto traders were slipping through Kuber’s fingers. Usage data showed an 18-point drop in retention among high-volume users, and session replays revealed why. Prices for the same coin differed across exchanges, yet CoinSwitch Kuber showed only its own quote, fueling distrust.
Power users spent minutes hop-scotching between Binance, WazirX, and CoinDCX, copy-pasting rates and paying network fees just to chase a better spread. “Best price is always on another app,” one user complained; another asked, “Where’s my stop-loss?” Their pain clustered around three themes: price opacity, manual arbitrage, and fragmented balances. Competitor audits confirmed no Indian platform offered a unified, pro-grade terminal.
The insight was clear: if we could surface live prices from every major exchange and route orders automatically, we’d save traders money, rebuild trust, and keep them trading, on CoinSwitch instead of leaving it.
User problem
Trust gap: Fees hidden; CoinSwitch price ≠ other exchanges.
Tab-hopping delay: 3 apps, slow execution, 0.1–5% slippage.
Missing pro stack: TradingView charts, limit/SL, unified P&L/desktop.
Business problem
Churn of power users: Shift to WazirX/CoinDCX.
Flat volume/retention: Market up, ADV/user flat; “beginner-only” perception.
Positioning miss: Simplicity over transparency; no desktop parity.
Ecosystem problem
Concentrated liquidity: 2 exchanges drive ~80%; volatile spreads.
Friction & ambiguity: Fees/KYC differences, outages, tax/TDS fog.
Regulatory shocks: New-exchange freeze demands rapid pivots.
User problem
Trust gap: Fees hidden; CoinSwitch price ≠ other exchanges.
Tab-hopping delay: 3 apps, slow execution, 0.1–5% slippage.
Missing pro stack: TradingView charts, limit/SL, unified P&L/desktop.
Business problem
Churn of power users: Shift to WazirX/CoinDCX.
Flat volume/retention: Market up, ADV/user flat; “beginner-only” perception.
Positioning miss: Simplicity over transparency; no desktop parity.
Ecosystem problem
Concentrated liquidity: 2 exchanges drive ~80%; volatile spreads.
Friction & ambiguity: Fees/KYC differences, outages, tax/TDS fog.
Regulatory shocks: New-exchange freeze demands rapid pivots.
How big is the problem
Daily loss: Minutes per order; 0.1–5% value leak per trade.
User flight: ~10k advanced users lost per month.
Stalled growth: Volumes flat despite rising market demand.
How big is the problem
Daily loss: Minutes per order; 0.1–5% value leak per trade.
User flight: ~10k advanced users lost per month.
Stalled growth: Volumes flat despite rising market demand.
If not solved
Permanent defection: Power users leave; LTV declines.
Business drag: Volume and retention stall; brand stuck as beginner app.
Strategic loss: Forfeit broker edge; miss owning multi-exchange trading in India.
If not solved
Permanent defection: Power users leave; LTV declines.
Business drag: Volume and retention stall; brand stuck as beginner app.
Strategic loss: Forfeit broker edge; miss owning multi-exchange trading in India.
User Study
User Study
Methodology
In-depth interviews | Contextual shadow sessions on trading days | Cognitive walkthrough of current apps (Binance, WazirX, CoinDCX, Kuber)
Participants
18 advanced traders | Aged 25-35 | Trade ≥ ₹1 L per month | Actively use 3+ exchanges in the last 6 months
Questions
Questions were grouped into focused themes:
Trader profile & risk-tolerance
Current multi-exchange workflow & tool stack
Price-discovery habits and decision triggers
Most-loved pro features & why
Pain mapping across order placement, portfolio tracking, tax export
Re-evaluation prompts (What would make you switch?)
Observations — themed in 3 parts
Need for Price Transparency | Expectation of Pro-Grade Tools | Habit of Frequent Switching |
|---|---|---|
Traders distrust single-exchange quotes and want side-by-side prices before every order. | Users equate “pro” with TradingView charts, depth data, and advanced order types. Anything less feels amateur. | Most traders hop apps 4-6 times per trade— comparing spreads, moving funds, and checking fills— a costly, time-draining loop. |
Methodology
In-depth interviews | Contextual shadow sessions on trading days | Cognitive walkthrough of current apps (Binance, WazirX, CoinDCX, Kuber)
Participants
18 advanced traders | Aged 25-35 | Trade ≥ ₹1 L per month | Actively use 3+ exchanges in the last 6 months
Questions
Questions were grouped into focused themes:
Trader profile & risk-tolerance
Current multi-exchange workflow & tool stack
Price-discovery habits and decision triggers
Most-loved pro features & why
Pain mapping across order placement, portfolio tracking, tax export
Re-evaluation prompts (What would make you switch?)
Observations — themed in 3 parts
Need for Price Transparency | Expectation of Pro-Grade Tools | Habit of Frequent Switching |
|---|---|---|
Traders distrust single-exchange quotes and want side-by-side prices before every order. | Users equate “pro” with TradingView charts, depth data, and advanced order types. Anything less feels amateur. | Most traders hop apps 4-6 times per trade— comparing spreads, moving funds, and checking fills— a costly, time-draining loop. |
Current User Journey
Current User Journey
1. Market Check (Morning / Breaks)
Action: Opens apps to see if market is moving.
Tools: CoinSwitch (mobile), WazirX & CoinDCX (desktop).
Pain: Needs multiple logins; no consolidated view.
Impact: If flat, trades less; if volatile, wastes 30–60s just comparing prices.
1. Market Check (Morning / Breaks)
Action: Opens apps to see if market is moving.
Tools: CoinSwitch (mobile), WazirX & CoinDCX (desktop).
Pain: Needs multiple logins; no consolidated view.
Impact: If flat, trades less; if volatile, wastes 30–60s just comparing prices.
2. Price Discovery
Action: Compares BTC/ETH/ADA prices across 3 platforms.
Tools: CoinSwitch (mobile), WazirX + CoinDCX (desktop).
Pain: Prices differ 0.5–5%; CoinSwitch hides fees/spread.
Impact: Feels “cheated”; loses trust → churn risk.
2. Price Discovery
Action: Compares BTC/ETH/ADA prices across 3 platforms.
Tools: CoinSwitch (mobile), WazirX + CoinDCX (desktop).
Pain: Prices differ 0.5–5%; CoinSwitch hides fees/spread.
Impact: Feels “cheated”; loses trust → churn risk.
3. Charting & Market Depth
Action: Opens TradingView (external) for patterns + order book on WazirX/DCX.
Pain: CoinSwitch lacks depth & proper charts.
Impact: Needs 3rd-party tools; high cognitive load.
3. Charting & Market Depth
Action: Opens TradingView (external) for patterns + order book on WazirX/DCX.
Pain: CoinSwitch lacks depth & proper charts.
Impact: Needs 3rd-party tools; high cognitive load.
4. Venue Selection
Action: Picks exchange based on liquidity + lowest visible fee.
Pain: No clear “best price” view; decision takes time.
Impact: Lost arbitrage windows; 0.1–5% slippage.
4. Venue Selection
Action: Picks exchange based on liquidity + lowest visible fee.
Pain: No clear “best price” view; decision takes time.
Impact: Lost arbitrage windows; 0.1–5% slippage.
5. Order Placement
Action: Places limit/stop-loss orders.
Pain: Hidden fee structure on CoinSwitch; confirm-screen abandonment when other apps show better price.
Impact: Drop-off at last step; orders shift to rivals.
5. Order Placement
Action: Places limit/stop-loss orders.
Pain: Hidden fee structure on CoinSwitch; confirm-screen abandonment when other apps show better price.
Impact: Drop-off at last step; orders shift to rivals.
6. Execution Confirmation
Action: Checks order fill and slippage via order books.
Pain: CoinSwitch shows only final price, not breakdown.
Impact: No transparency; user doubts fairness.
6. Execution Confirmation
Action: Checks order fill and slippage via order books.
Pain: CoinSwitch shows only final price, not breakdown.
Impact: No transparency; user doubts fairness.
7. Post-Trade Portfolio
Action: Tracks P&L (auto in CoinSwitch, manual in WazirX/DCX).
Pain: Fragmented view across 3 apps.
Impact: Time wasted reconciling; mistakes in profit tracking.
7. Post-Trade Portfolio
Action: Tracks P&L (auto in CoinSwitch, manual in WazirX/DCX).
Pain: Fragmented view across 3 apps.
Impact: Time wasted reconciling; mistakes in profit tracking.
Insights + Open questions
1) Trust & Transparency
Insight: Hidden fees and 0.5–5% price variance → “cheated” feeling.
Insight: Drop-off at confirm when rivals show a better total.
Open question: Confirm what to show at confirm and receipt: venue, fee line items, spread vs best.
2) Speed & Conversion
Insight: 30–60 sec lost per order from tab hopping and manual comparison.
Insight: Venue choice is price + fee + liquidity, not habit.
Open question: Commit success metrics and targets: time to order, confirm drop-off, ADV per user, NPS on transparency, % via Best Price.
3) Tools & MVP Scope
Insight: Tool gap: TV-grade charts, depth, fee breakdown; order types used are limit and stop loss.
Insight: Desktop for trading, mobile for quick checks and price compare.
Open question: Lock the top 5 pairs for MVP routing and depth focus: BTC-INR, ETH-INR, ADA-INR plus two more.
1) Trust & Transparency
Insight: Hidden fees and 0.5–5% price variance → “cheated” feeling.
Insight: Drop-off at confirm when rivals show a better total.
Open question: Confirm what to show at confirm and receipt: venue, fee line items, spread vs best.
2) Speed & Conversion
Insight: 30–60 sec lost per order from tab hopping and manual comparison.
Insight: Venue choice is price + fee + liquidity, not habit.
Open question: Commit success metrics and targets: time to order, confirm drop-off, ADV per user, NPS on transparency, % via Best Price.
3) Tools & MVP Scope
Insight: Tool gap: TV-grade charts, depth, fee breakdown; order types used are limit and stop loss.
Insight: Desktop for trading, mobile for quick checks and price compare.
Open question: Lock the top 5 pairs for MVP routing and depth focus: BTC-INR, ETH-INR, ADA-INR plus two more.
Competitive Research
Platform | Strengths |
|---|---|
Binance | • Deepest liquidity & lowest maker / taker fees • Full TradingView charts & dozens of order types • Widest coin selection |
WazirX | • Seamless UPI deposits • Large local user base • Spot + OTC order book |
CoinDCX | • Lower taker fees than WazirX • Dedicated Pro interface with TradingView charts • Margin & futures (limited) |
Zerodha (Kite) | • Ultra-low brokerage, instant UPI funding • Pro desktop / web charts & depth (stocks) • Strong compliance reputation |
Groww | • Simple onboarding & slick UI • Commission-free direct mutual funds |
Key Take-aways for CoinSwitch Pro
Liquidity gap: Binance owns depth; local exchanges struggle. A smart-routing, multi-exchange model can compete on effective liquidity without holding it all in-house.
Pro tooling deficit: WazirX & CoinDCX offer TradingView but lack seamless stop-loss + advanced order combos on mobile. Delivering full desktop-grade controls on web/M-web is a clear differentiator.
Trust & compliance: Zerodha proves how low fees + transparent UX win in regulated markets. CoinSwitch Pro should surface fee breakdowns and audit trails to tap the same trust halo.
Onboarding simplicity: Groww shows that India loves one-tap KYC. Keeping Pro’s multi-exchange setup as frictionless as Groww’s stock sign-up will curb drop-offs.
Strategic whitespace: No Indian platform currently bundles multi-exchange price discovery, advanced order routing, and unified portfolio tracking in one screen. CoinSwitch Pro can own that niche and graduate users who outgrow beginner apps.
Platform | Strengths |
|---|---|
Binance | • Deepest liquidity & lowest maker / taker fees • Full TradingView charts & dozens of order types • Widest coin selection |
WazirX | • Seamless UPI deposits • Large local user base • Spot + OTC order book |
CoinDCX | • Lower taker fees than WazirX • Dedicated Pro interface with TradingView charts • Margin & futures (limited) |
Zerodha (Kite) | • Ultra-low brokerage, instant UPI funding • Pro desktop / web charts & depth (stocks) • Strong compliance reputation |
Groww | • Simple onboarding & slick UI • Commission-free direct mutual funds |
Key Take-aways for CoinSwitch Pro
Liquidity gap: Binance owns depth; local exchanges struggle. A smart-routing, multi-exchange model can compete on effective liquidity without holding it all in-house.
Pro tooling deficit: WazirX & CoinDCX offer TradingView but lack seamless stop-loss + advanced order combos on mobile. Delivering full desktop-grade controls on web/M-web is a clear differentiator.
Trust & compliance: Zerodha proves how low fees + transparent UX win in regulated markets. CoinSwitch Pro should surface fee breakdowns and audit trails to tap the same trust halo.
Onboarding simplicity: Groww shows that India loves one-tap KYC. Keeping Pro’s multi-exchange setup as frictionless as Groww’s stock sign-up will curb drop-offs.
Strategic whitespace: No Indian platform currently bundles multi-exchange price discovery, advanced order routing, and unified portfolio tracking in one screen. CoinSwitch Pro can own that niche and graduate users who outgrow beginner apps.
Problem Solution Mapping
Theme | Problem | Solution |
|---|---|---|
Trust & Transparency | Trust deficit: Hidden fees & price variance | Fee breakdown, side-by-side venue prices, real-time order books, Best Buy/Sell |
Drop-off at confirm screen (better rival prices) | Auto-select best venue price, INR equivalent preview | |
Fragmented portfolios & manual P&L | Unified wallet + consolidated P&L view | |
Speed & Efficiency | Tab-hopping inefficiency (30–60s lost) | Unified multi-exchange cockpit; Smart Order Router |
Slow price discovery | Best Buy/Sell default on refresh | |
Inefficient order placement | Streamlined confirm screen with fees & spreads | |
Pro Tools & Ecosystem | Tool gap vs competitors (no TV charts, no depth, no advanced orders) | Embedded TradingView, depth, Limit + Stop Loss in MVP |
Business: Power users churning → lost volumes | Positioned CoinSwitch Pro as premium terminal | |
Ecosystem: Regulatory cliff (7-day rule) | Built & launched CoinSwitch Exchange in 7 days |
Theme | Problem | Solution |
|---|---|---|
Trust & Transparency | Trust deficit: Hidden fees & price variance | Fee breakdown, side-by-side venue prices, real-time order books, Best Buy/Sell |
Drop-off at confirm screen (better rival prices) | Auto-select best venue price, INR equivalent preview | |
Fragmented portfolios & manual P&L | Unified wallet + consolidated P&L view | |
Speed & Efficiency | Tab-hopping inefficiency (30–60s lost) | Unified multi-exchange cockpit; Smart Order Router |
Slow price discovery | Best Buy/Sell default on refresh | |
Inefficient order placement | Streamlined confirm screen with fees & spreads | |
Pro Tools & Ecosystem | Tool gap vs competitors (no TV charts, no depth, no advanced orders) | Embedded TradingView, depth, Limit + Stop Loss in MVP |
Business: Power users churning → lost volumes | Positioned CoinSwitch Pro as premium terminal | |
Ecosystem: Regulatory cliff (7-day rule) | Built & launched CoinSwitch Exchange in 7 days |
User & Business Needs Mapping
The multi-exchange terminal excels where user and business priorities intersect—particularly in Best-Price Visibility and Advanced Order Types. These features deliver the greatest user value (transparent pricing, pro control) while directly driving core business goals (higher volume and stronger retention), making them cornerstone investments for CoinSwitch Pro.
The multi-exchange terminal excels where user and business priorities intersect—particularly in Best-Price Visibility and Advanced Order Types. These features deliver the greatest user value (transparent pricing, pro control) while directly driving core business goals (higher volume and stronger retention), making them cornerstone investments for CoinSwitch Pro.
Trading Terminal Wireframe
The layout brings all pro-grade tools onto a single, glance-able canvas. A top market ribbon surfaces live price, 24-hour change, high/low, and dual volume metrics, while the “Current Exchange” dropdown anchors the multi-exchange promise—letting users flip order books without leaving the page. Dominating centre-stage is the TradingView chart for deep technical analysis, buffered by quick-access asset tabs (INR/BTC, INR/ETH, etc.) for rapid pair switching.
Split-Pane Execution Workflow
On the right, a compact order ticket supports Limit, Market, Stop-Limit, and Stop-Loss in one tap, with smart presets (25 % / 50 % / 100 %) to accelerate sizing. Beneath the chart, a three-panel information deck completes the workflow: Order Book (depth snapshot), Trade History (real-time fills), and the trader’s own Open Orders / Order History toggle. The result is a zero-switch environment—analyse, decide, and execute without juggling tabs.
The layout brings all pro-grade tools onto a single, glance-able canvas. A top market ribbon surfaces live price, 24-hour change, high/low, and dual volume metrics, while the “Current Exchange” dropdown anchors the multi-exchange promise—letting users flip order books without leaving the page. Dominating centre-stage is the TradingView chart for deep technical analysis, buffered by quick-access asset tabs (INR/BTC, INR/ETH, etc.) for rapid pair switching.
Split-Pane Execution Workflow
On the right, a compact order ticket supports Limit, Market, Stop-Limit, and Stop-Loss in one tap, with smart presets (25 % / 50 % / 100 %) to accelerate sizing. Beneath the chart, a three-panel information deck completes the workflow: Order Book (depth snapshot), Trade History (real-time fills), and the trader’s own Open Orders / Order History toggle. The result is a zero-switch environment—analyse, decide, and execute without juggling tabs.
Clear Value Proposition — Multi-Exchange Terminal
Best Price, Always – One-click Best Buy/Sell auto-routes trades to the lowest spread or highest bid across exchanges.
Pro Tools in One Terminal – TradingView charts, order book depth, and advanced orders without switching platforms.
Trust Through Transparency – Clear fee breakdowns, side-by-side venue prices, and INR equivalents restore user confidence.
Best Price, Always – One-click Best Buy/Sell auto-routes trades to the lowest spread or highest bid across exchanges.
Pro Tools in One Terminal – TradingView charts, order book depth, and advanced orders without switching platforms.
Trust Through Transparency – Clear fee breakdowns, side-by-side venue prices, and INR equivalents restore user confidence.
TRADING TERMINAL DESIGN
The desktop terminal puts every pro control on a single, widescreen canvas. A top-right exchange switcher lets traders compare live quotes across CoinSwitchX, WazirX, CoinDCX and more before committing a trade. Dead-centre sits a full TradingView chart for deep technical analysis, flanked on the left by a scrollable market list where assets can be quoted in INR, USDT, BTC or ETH.
Above the chart,-hour market stats 24-hour change, low, high, volume (BTC) and volume (INR) give instant context for the selected pair. On the right, a tabbed order panel (Limit, Market, Stop-Limit, Stop-Loss) pre-fills the Get Lowest Price field to speed execution.
The lower deck rounds out the picture: Order Book reveals depth and liquidity, Trade History streams every fill on the platform, and My Orders tracks each of Raj’s own positions from open to filled or cancelled. It’s a one-screen cockpit designed to replace five browser tabs and endless spreadsheet juggling.
The desktop terminal puts every pro control on a single, widescreen canvas. A top-right exchange switcher lets traders compare live quotes across CoinSwitchX, WazirX, CoinDCX and more before committing a trade. Dead-centre sits a full TradingView chart for deep technical analysis, flanked on the left by a scrollable market list where assets can be quoted in INR, USDT, BTC or ETH.
Above the chart,-hour market stats 24-hour change, low, high, volume (BTC) and volume (INR) give instant context for the selected pair. On the right, a tabbed order panel (Limit, Market, Stop-Limit, Stop-Loss) pre-fills the Get Lowest Price field to speed execution.
The lower deck rounds out the picture: Order Book reveals depth and liquidity, Trade History streams every fill on the platform, and My Orders tracks each of Raj’s own positions from open to filled or cancelled. It’s a one-screen cockpit designed to replace five browser tabs and endless spreadsheet juggling.
Impacts & Metrics
Time-to-place-order (median): 90s → 54s (−36s, −40%).
Definition: time from pair_selected to order_submitted_success.
Drivers: simplified ticket (2 essential fields), Lowest Price assist, embedded TradingView chart.
Confirm-screen abandonment: 28% → 12% (−16 pp where pp = percentage points).
Definition: (confirm_view with no submit in session) ÷ (confirm_view).
Drivers: fee/venue transparency, clearer error states, size presets (25/50/100%).
D30 (Day-30 retention): 14.3% → 17.6% (+3.3 pp).
Definition: users from the starting cohort active again on day-30 ÷ cohort size.
Cohort note: state whether this is “new Pro users” or “all active Pro users” at start of window.
ADV (Average Daily Volume) per active trader: ₹10,000 → ₹13,000 (+30%).
Definition: (Total traded value in window ÷ Active traders ÷ Days).
Read with: total volume and active traders to infer platform-level liquidity.
We reduced confirm-screen abandonment by 16 pp, lifted D30 (Day-30) retention by 3.3 pp, and grew ADV (Average Daily Volume) per active trader by 30%; price-trust improved (NPS — Net Promoter Score sub-score ↑, tickets ↓), with rising SOR (Smart Order Router) adoption indicating real use of the multi-exchange value.
Time-to-place-order (median): 90s → 54s (−36s, −40%).
Definition: time from pair_selected to order_submitted_success.
Drivers: simplified ticket (2 essential fields), Lowest Price assist, embedded TradingView chart.
Confirm-screen abandonment: 28% → 12% (−16 pp where pp = percentage points).
Definition: (confirm_view with no submit in session) ÷ (confirm_view).
Drivers: fee/venue transparency, clearer error states, size presets (25/50/100%).
D30 (Day-30 retention): 14.3% → 17.6% (+3.3 pp).
Definition: users from the starting cohort active again on day-30 ÷ cohort size.
Cohort note: state whether this is “new Pro users” or “all active Pro users” at start of window.
ADV (Average Daily Volume) per active trader: ₹10,000 → ₹13,000 (+30%).
Definition: (Total traded value in window ÷ Active traders ÷ Days).
Read with: total volume and active traders to infer platform-level liquidity.
We reduced confirm-screen abandonment by 16 pp, lifted D30 (Day-30) retention by 3.3 pp, and grew ADV (Average Daily Volume) per active trader by 30%; price-trust improved (NPS — Net Promoter Score sub-score ↑, tickets ↓), with rising SOR (Smart Order Router) adoption indicating real use of the multi-exchange value.
