About Bitvavo
The Bitvavo platform was launched in 2018, with the goal to bridge the gap between traditional currencies and digital assets. An ambitious, development-focused team, located in Amsterdam, is constantly working on improving and expanding the Bitvavo platform.
Responsabilities at Bitvavo
Mentoring Bitvavo designers
Setup and Align on Domain UX strategy
Visual, interaction & product design
Plan and setup Discovery & Usability testing on domain & team journeys
Supporting product teams with design thinking while actively contributing in order to grow the organisation on UX maturity levels.
Bitvavo
Customer Domain
About Customer domain
The Customer Domain manages the end-to-end customer journey, including acquisition, onboarding, identity verification, activation, and fiat deposit and withdrawal processes. It ensures secure, compliant, and seamless customer interactions, forming the foundation for trust, regulatory adherence, and business growth.
Verified users
From account creation until KYC
Activated users
Start trading on Bitvavo
Identify and reduce conversion killers
Based on Usability sessions and Data analytics we identified the biggest blockers from both a conversion and usability point of view. From there we setup an optimisation roadmap based on AB test in order to validate our concepts and solutions.
We've reduced drop-offs by optimising copy-heavy screens and implementing more visual appealing (and motivating) introduction screens.
Helping users getting their accounts activated and ready to use by implementing clear instructions and checklists on what the user still needs to do.
Overall: Optimise legacy screens while running AB experiments based on copy & visual improvements.
+3-5%
Increased onboarding conversion
Based on focused AB testing, usability studies and experimentation on key conversion points while focussing on integration additional legal frameworks.
+7%
CTR on Identify verification journey
Balancing user insights with conversion metrics. Focussing on reducing content while still informing users about expectations and timelines.
Referral campaigns
and Journeys
Align and centralise all referral journeys
Optimise referral activation and details pages in order to facilitate different campaigns and conditions
Setup future Campaign in order to scale and increase number of activated users via referral and acquisition tools.
Create dedicated UX journey for all referral types of referral campaigns (align and remove differences in UX depending on campaign type)
Optimise referral activation and details pages in order to facilitate different campaigns and conditions
Setup future Campaign in order to scale and increase number of activated users via referral and acquisition tools.
Deposits optimisations
The goal: A frictionless journey where users can expect a streamlined process, ease of use and communications around waiting times when needed.
Streamline the deposit journey with focus on conversion and ease of use.
Create a single entry point where users can deposit both Fiat (euro) as crypto. This was a common pattern thats used across the industry which helped us improve discoverability and conversion on both journeys.
Ran multiple AB experiments in order to make an impact. One example is where we pre-filled knowns inputs which greatly improved the overall conversion and experience for returning users.
Bitvavo
Trading domain
About Retail Trading domain
The Trading Domain transforms the trading journey into a fast, secure, and engaging experience. Focused on trading volume and assets under custody, it turns the trading screen into a central hub, driving higher user activity and boosting overall trading conversion.
Trading volume
Increase overall trading volume per user
Asset under custody
Increase amount of assets users hold
Discover assets - Asset list optimisations
We started with small steps, experimenting with ways to make assets easier to find.
Looking at the bigger picture, we narrowed our focus to the areas that would make the biggest impact. Through A/B testing, we kept measuring what worked and kept improving along the way.
We improved the overall style while adding new functionalities.
By testing multiple solutions across different user journeys, A/B and user testing showed higher visits to asset detail pages and better asset discovery overall.
One key addition was the “New at Bitvavo” carousel, designed to better showcase newly added assets. This component led to a measurable uplift in views for new assets, confirming that users were actively engaging with fresh listings.
Asset details & information
Goal: Modernize one of our main screens, making it easy for users to track balances while staying up to date with the latest developments.
We moved away from a static design to create a screen that reflects the character of the asset. Leveraging existing data, the focus was placed on the asset price and history chart as the primary touchpoints upon first landing.
Subtle (micro) animations bring the interface to life, while the asset-colored history chart reinforces visual identity. The result is a screen that draws users in and becomes a central point of engagement during multiple sessions.
This redesign reflects a product designer’s focus on both conversion and visual storytelling.
Additional order types
One of the biggest requests from our users was to make additional order types available in the app, rather than only on the web. Based on extensive research and A/B experimentation, we delivered multiple new order types in a way that is both intuitive and powerful.
Challenge: Finding the right balance between advanced users and new traders who are not yet familiar with “advanced” trading tools, such as Limit orders.
We explored several concepts, starting with a text-based option, moving to an IFTTT-style solution, and finally settling on a form-based approach with more guidance—better suited for advanced users while still accessible to beginners.
For the Limit Order screen, after evaluating different levels of complexity, we chose a structured approach that educates less familiar users while keeping the familiar format for advanced traders.