To comply with the terms of my non-disclosure agreement, I have excluded and withheld confidential information from this case study.

Stoic is an automated crypto trading bot designed by Cindicator company to help users optimize their cryptocurrency investments. Over 15,000 paying crypto enthusiasts have trusted Stoic to manage over $130M in deposits. I was part of the team from May to September 2021 and dedicated my efforts to launching and improving a web application for this product.


Due to the high interest in cryptocurrency in the spring of 2021, the Cyndicator team was looking for ways to grow the number of customers of their flagship product Stoic. The CustDev revealed a barrier in the onboarding flow: Many investors don't want to install another mobile app. And at that moment, it was the only way to connect with the bot. The team decided to build a web application for Stoic.

My role

  • Figure out what users are currently lacking and what can dramatically speed up their work processes.

  • Work with our PM to develop feature specifications.

  • Deliver complete design specifications to engineers and collaborate with them to meet technical constraints and UX needs.

  • Present ideas to the team, receive feedback and share learnings with the team.


Stoic fee transfer form


This pivotal stage allowed us to lay a solid foundation for creating a crypto trading platform that truly resonates with users while aligning with Stoic's core values of simplicity, tranquility, and natural order

Competitive analysis

In the initial stages, our team conducted an analysis of the competitive landscape in the crypto trading bot arena. This involved studying the strengths, weaknesses, and unique features of existing solutions. Understanding our competitors was instrumental in defining Stoic's positioning within the market.


Stoic competitive analysis

User interviews

We engaged a diverse group of potential users, ranging from crypto novices to experienced traders, to gain insights into their trading habits, pain points, goals, and expectations. These interviews informed our user personas, guided our design decisions, and influenced the creation of user-friendly features and interfaces. By fostering open and honest communication with participants, we ensured that Stoic would address users' specific needs and preferences, ultimately leading to a more effective and user-centric crypto trading experience.


Preceding the define phase, using the established understanding of the problem and user solution development began, this was the process of initial concept exploration, creation of system structure and ideation.

Informational architecture 

In the initial stages, our team conducted an analysis of the competitive landscape in the crypto trading bot arena. This involved studying the strengths, weaknesses, and unique features of existing solutions. Understanding our competitors was instrumental in defining Stoic's positioning within the market.

Stoic. Information Architecture

Stoic information architecture diagram

Detailed user flow

Considering the information architecture, I designed a detailed user flow. It helps to understand all connections with external services, and every step users would follow to finish the registration.

Stoic. User Flow Diagram

Stoic authorization & onboarding user flow diagram


After conducting some research on the industry and figuring out exactly who the user group for this app would be, I set out to build a streamlined visual experience that would allow anyone to unlock the power of crypto trading.

The user interface designs feature a clean and spacious look, while at the same time providing a simple and intuitive user experience.

From the home dashboard, users have a clear picture of what's happening with their investments as a whole and easily track specific assets.


User testing

During this phase, we continuously tested the prototypes with users and collected valuable feedback. Based on the feedback, we improved the prototypes and then tested them again.

As we engaged with users, we remained adaptable to changing needs and industry dynamics. Our research helped us stay attuned to emerging trends and evolving user expectations, enabling us to pivot our design direction when necessary.


Stoic testing prototype


We have implemented HotJar to see how users behave on the website and to detect behavioral patterns. We also have run a series of A/B tests, testing the most crucial elements of the web app, such as the signup form and Overview page.

Finally, I have designed the qualitative usability tests. We have built a testing group of people who fit our target persona and collected valuable feedback. We asked the testees a series of questions and tasks, recorded their behavior on the website, and collected detailed feedback.

Based on the data gathered, we were able to implement valuable improvements to the web application.


As a result, we built and launched the web app in 2 months. Then, thanks to generated hypotheses and A/B tests, we increased the target action conversion from 5% to 7%, even during a bear market phase. The following steps are to keep an eye on the AARRR metrics defined in the first stage, conduct qualitative usability tests to gather insights and iterate on the solution on the go.

Personal takeaways and learnings

  1. In order to fully put myself in the user’s shoes, I became a customer of Stoic. This allowed me to get all the problematic points in the user journey. The best way to understand how your product works is to try it yourself!

  2. The startup environment is more challenging than others. You need to be flexible and continuously adapt to the fast changes, working under high pressure and under many constraints.

  3. At the same time, you can make the process of finding, testing, and implementing hypotheses as flexible as possible. Having the ability to change layouts in a timely manner while communicating accurately around these has been a trademark of this experience.

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