One of the biggest challenges OKX faced was low customer support satisfaction. It’s an issue that directly impacts brand trust and reliability that’s critical in the fintech industry. This was a clearly defined problem that I was specifically hired to address. Over time, I led the team in evolving the solution into an all-in-one AI Assistant that not only improved support efficiency but also strengthened user trust and the overall platform experience.
My role: Lead designer
Duration: 3 quarters
Responsibilities: End-to-end process
Increase in user satisfaction
Growth in self-service adoption
RESEARCH
In the evaluative stage, I focused on testing one of the most frequently reported user issues: deposits not being credited. Through testing multiple variants, several key insights emerged:
Clear access to human support is critical in high-stake scenarios such as missing deposits. Delayed or unclear escalation increases anxiety and frustration
Early reassurance is essential in high-stress situations. Users need immediate confirmation that their funds are safe and an explanation that processing may take time
It’s important to avoid unnecessary requests (e.g., asking for the deposit method)
optimization
Throughout my design work, I supported internationalisation and localisation across Asia, Europe, and the Americas.
I ensured experiences were tailored to each market’s cultural nuances especially bridging the significant differences between our largest market, China, and the rest of the world.
WORKSHOP
After completing the ongoing initiatives, I transitioned to a more proactive role. I facilitated brainstorming sessions on how we could better serve users and establish a clear long-term direction. The sessions aligned the team on our vision, principles, and key ideas for the next two years.
Growth in self-service adoption
Monthly active users
Increase in user satisfaction
Revenue Impact (Confidential)
The biggest trade-off was choosing between a fragmented experience and an all-in-one Assistant. It became a constant balance between execution speed and maintaining a clear long-term vision. While I knew the fragmented entry points weren’t ideal, I helped the team align on a longer-term direction and define the incremental steps needed to gradually move toward the ideal experience.