SYSTEM • PRODUCT STRATEGY
Unified token experience
In early 2025, OKX was building the foundation of its token detail experience.
The token detail page serves as a key destination for users to research a cryptocurrency, understand market activity, explore related products, and make investment decisions.
However, similar token experiences existed across multiple product lines, including:
Simple Mode token details
Advanced trading holdings pages
DeFi token pages
While each experience focused on different user needs, they all revolved around the same core entity: the token itself.
As the platform expanded, maintaining separate experiences became increasingly difficult and created fragmentation across products. The team began exploring whether a unified token experience could support different user needs while reducing product complexity and improving scalability.
Problem
Different teams had developed separate token experiences around similar information and workflows.
This raised an important question:
How might we create a flexible token experience that supports different user types and product needs without overwhelming users or increasing product complexity?
The challenge was balancing product convergence, user clarity, and future scalability.
Approach
I led the design exploration across multiple business lines, partnering with Product and Design teams from Simple Trading, Advanced Trading, and DeFi.
The initial vision was to create a unified framework that could adapt based on user status, market availability, and product context.
Through stakeholder alignment, requirement reviews, and user research, I identified an important trade-off.
While combining token information improved discoverability, combining asset management workflows created unnecessary complexity. Users primarily visited token pages to learn about a token and explore opportunities, while holdings management represented a different user goal.
As a result, I recommended:
Prioritizing token research and product discovery
Moving detailed holdings information behind shortcuts
Unifying CeFi and DeFi product discovery where possible
Simplifying asset structures into clearer categories
The final framework focused on clarity over consolidation, creating a scalable foundation while keeping the experience focused.
Outcome
The CeFi experience launched successfully and established a foundation for future token experiences.
Results included:
Around 20% DAU visited token detail pages
+7% conversion rate
+20% chart engagement
The DeFi phase was ultimately paused due to regulatory requirements, but the exploration helped define a long-term vision for how token experiences could evolve across products.
Insights
Combining experiences does not automatically create a better experience.
As products grow, the challenge often shifts from adding information to defining clear user intent, making thoughtful trade-offs, and maintaining focus across increasingly complex systems.