Website
Bitso Growth Engine
Redesigned Bitso’s website into a scalable, localized growth platform, aligning storytelling with market-specific needs. Built a modular system and enabled team-wide adoption, doubling conversion from 1% to 2% and driving $60M in new user revenue.
CLIENT
Bitso
SERVICES
Website
INDUSTRY
Finance
COUNTRY
United State
Overview
Bitso’s main website was responsible for user acquisition across multiple countries, handling 50M+ yearly sessions.
However, a single global experience was trying to serve different markets, products, and user motivations.
This project redefined the website from a generic landing page into a scalable, localized growth engine.
Problem
A single homepage was being used across multiple countries with fundamentally different:
Products and offerings
User maturity and financial knowledge
Trust barriers and motivations
This created:
Weak value proposition
Low engagement for first-time users
Friction in understanding how to start
Generic storytelling that didn’t resonate locally
Supporting insight:
Users were arriving with high uncertainty, low trust, and lack of clarity, especially in crypto onboarding.
Goal
Design a system that could:
Adapt storytelling per country
Reflect local products and user needs
Increase conversion from visitor → registered user
Scale efficiently across multiple pages and markets
Discovery & Insights
We combined:
Behavioral data
Funnel analysis
User research (JTBD)
Market-specific insights
Key findings:
Users don’t engage with crypto immediately → they need trust + education triggers
Most users do heavy research before investing
Entry point is often word-of-mouth or external research
Conversion happens when users feel:
Safe
In control
Clear on how to start
Core Insight
Crypto adoption is not a feature problem it’s a trust + clarity problem, and both vary by market.
Strategy
We shifted from:
→ One global static page
To:
→ A modular, localized storytelling system
Each country experience could:
Highlight relevant products
Address specific objections
Adapt messaging and positioning
Guide users step-by-step into the product
User Flow (Simplified)
User lands with uncertainty
Sees localized value proposition
Understands benefits clearly
Builds trust (social proof, regulation, clarity)
Learns how to start (3-step onboarding)
Converts
Outcomes & Metrics
Business Impact
Conversion rate: 1% → 2% (+100%)
Revenue impact: $30M → $60M from new users
Product & UX Impact
Increased clarity in onboarding
Higher engagement across entry points
Improved trust perception (key for crypto adoption)
Operational Impact
30+ pages rebuilt using the system
Standardized UX across flows and markets
Improved SEO and discoverability
Enabled scalable growth operations
System Impact
This project evolved into:
A growth system
A marketing design system
A scalable storytelling framework
A bridge between acquisition and product onboarding
Final Takeaway
When products differ by market, storytelling must adapt —
otherwise, you’re optimizing the wrong experience.
Let’s build something great
Get in touch
Whether you’re building a new product, improving an existing one, or just want to talk design — I’d love to hear from you. Tell me a bit about your project below.