Broex

When I joined Broex, a crypto exchange, the company faced significant challenges: cash flow issues, user attrition, and a lack of clear product vision. Additionally, there were no design, product, or functioning marketing departments. In my first two weeks, I observed workflows, identified problem areas, and conducted market research. This deep dive provided a clear understanding of the company’s pain points and helped me develop a strategic plan to address them.

Key Contributions

Discovery:

• Conducted competitive research, product analytics, and user interviews to gain insights into Broex’s current positioning and product association
• Based on this analysis, proposed a solution to reposition the product as a crypto wallet to better meet the needs and expectations of the target market
• Created a compelling product vision and roadmap that aligned with the repositioning strategy
• Divided the roadmap into epics and sprints for better execution and implementation.

Team Building:

• Optimized the design department by reorganizing the team, recruiting new members, and implementing agile project management processes and guidelines.
• Established a product department from scratch and hired, onboarded, and trained two product managers.

Product Management:

• Led the development and implementation of a new product management processes and standards
• Facilitated cross-functional collaboration between product, design, engineering, and marketing teams to ensure efficient product development and delivery.
• Oversaw the creation of an enhanced UI kit with the design team based on users feedback 
• Created a main page with clear positioning and value proposition that suits our target market
• Created a new version of the web-application that catered to the needs of a crypto-wallet, based on several customer development interviews, competitor research, and continuous enhancements to user flows, new product features, and sections.
• Tested hypotheses and conducted A/B testing to optimize the user flows, onboarding, and features of the web application, which led to a critical increase in our unit economics.
• Oversaw the design and creation of the mobile application from scratch based on customer findings, resulting in a seamless user experience across multiple platforms.
• Created a metric tree based on the refined product unit economy to measure product performance and set targets, tracked in Amplitude  

Marketing:

• Collaborated with the marketing team to develop a comprehensive marketing strategy to increase brand awareness and drive user acquisition, utilizing various marketing channels
• Created a new branding personality and worked with the branding agency to create a new brand identity for Broex, including a new logo, color scheme, and visual assets
• Collaborated with the marketing department to create promotional activities such as contests, giveaways, and referral programs to incentivize user engagement and growth
• Analyzed and tracked marketing metrics 
• Developed and executed a PR strategy to increase media coverage and brand exposure, securing press coverage in top publications and media outlets

Result

Following my repositioning and adaptation of Broex’s product, my contributions resulted in impressive achievements after just three months:

• Achieved significant increases in conversion rates: sign-ups from 0.9% to 10.1%, and deposits from 12.5% to 58.33%.
• Boosted ARPU: average deposits from $27 to $124, and average exchange from $102 to $382.
• Dramatically reduced CAC from $4629 to $267.