Define Users💡
I commenced my design process by conducting an initial UX discovery to understand the characteristic of the institutional client.
The term “institutional client” refers to a group of investors and entities that manage other people’s money. They can be Crypto Funds, private companies, crypto whales and even governments. They are the largest investors and have vast control in the crypto market. Institutional clients have common characteristics: few in number, have a tremendous influence on prices, resourceful & knowledgeable, sensitive to price volatility and savvy. According to our user feedback, institutional clients seek professionalism, positivity, reputation and profit-making places to trade.
Analyse Competitors💭
Looking at the popular players in the space, we discovered two possible directions to structure Gate.Malta landing page.
By breaking down page structures, we found out competitors have these different modules with Gate.io, to further build trust, enhance brand image and highlight feature advantages, which we can consider having those modules in the landing page.
Feature Analysis 🧩
Gate.MT can align our existing features that are quite popular in the market with European competitors.
We identified similar features offering across competitors: Lending service, OTC service, OTC derivatives and Custody and Asset Management. After gathering this information, we consulted with Gate.MT team and PMs to make sure these features are aligned with business needs and licence constraints.
Consulting our findings 🔒
After having a general idea of what the competitors are doing and what page structure, feature and colour scheme we can go down with, we then consulted findings and came up with a conclusion with Gate.MT team and PMs.
For the page structure, we decided to go with the 2nd direction to focus on Brand and efficiency. From the users' perspective, they prefer to know feature benefits (cheaper fees, better profits etc.) to choose us over competitors.
We had to consider carefully what features we could provide due to market popularity and licence constraints. Spot Trading, Broker Program, Custody and Asset Management and VIP Program are Gate.MT first four main features in 2023.
We also developed a team page to introduce Gate.MT team to build trust in the local market.
