The Challenge

Binary.com is a Malaysian trading company that approached me to consult on their product site and web application, and also provide feedback on increasing conversions of their live demo.

The company did not have a clear separation of marketing and the application. A user could get lost in seconds and the application seemed to be perpetually in “expert mode”. Binary options trading is a fairly volatile game and even considered as such in some regions. My goal was to decrease the clutter of non-relevant user actions and create a clearly defined, task based process flow.

Another challenge for me (and subsequently all users) was to navigate the simple matter of branding. The company’s domain is binary.com. The company’s name is Binary.com. The product platform is also named…wait for it…Binary.com.

The Approach

After providing me with a demo login, and several follow up calls to answer my technical questions, I spent a week documenting my findings and holistically analyzing the experience.

The Final Product

I provided a detailed analysis of where users were likely incurring challenges and where their site(s) hierarchies were creating frustrations. I also designed a draft mockup of a revised landing page and several application views.

The Impact

Binary’s intent was to use this assessment to develop a design roadmap for a full teardown and re-implementaion from scratch. It was very interesting to learn the differences in approach to user experience in this region of the world. There were so many nuances that I would have considered basic that were never discussed at the company level.

I plan to continue to consult with more companies in Asia and have a large impact on the growth of user experience there.