GUACAMOLE

Guacamole had grown organically into a suite of disconnected products (token swaps, perpetual futures, and an iGaming platform) each with its own interface, navigation, and visual language.

Users who discovered Guacamole through one product rarely found the others. Cross-product engagement was under 8%, and analytics showed massive drop-off between product surfaces.

The fragmentation confused new users, diluted brand identity, and left significant revenue on the table.

Product Audit: Conducted a deep audit of every product surface, user funnel, and analytics pipeline. Segmented users by entry point and mapped their journeys across the ecosystem.

Data Insight: Users who engaged with 2+ products had 3x higher LTV and 4x longer retention. This became the north star metric for the redesign.

Information Architecture: Unified swaps, perps, and iGaming under a single cohesive interface with shared navigation and a consistent design system.

Onboarding Redesign: Built high-intent onboarding flows that dynamically guided users from their entry point toward cross-product discovery based on behavior signals.

A/B Testing: Ran iterative tests on conversion points — swap completion CTAs, perps onboarding modals, and iGaming cross-sell placements — optimizing each touchpoint for engagement.

A fully unified DeFi + iGaming interface built on a single design system.

Key capabilities:

Shared navigation connecting swaps, perpetuals, and gaming seamlessly

Contextual cross-sell modules that surface relevant products at natural pause points; after a swap, during portfolio review, or between gaming sessions

Adaptive onboarding that adjusts based on the user's entry point, progressively introducing the ecosystem

One design system powering all product lines, enabling faster feature shipping across the board

+400% revenue increase within the first quarter post-launch

+38% boost in ARPU

Cross-product engagement jumped from under 8% to over 30%

User retention improved significantly as the consolidated interface gave users more reasons to stay

One design system streamlined development which allows faster feature shipping across all product lines

Unified the product ecosystem instead of optimizing each product in isolation — cross-product engagement was the highest-leverage metric

Built contextual cross-sell at natural pause points rather than aggressive upsell modals

Invested in a shared design system before adding new features — consistency drove trust and adoption

Prioritized behavior-based onboarding over static tutorials to increase discovery

Build a real-time analytics dashboard for monitoring cross-product engagement and conversion funnels

Introduce personalized product recommendations based on user trading patterns and session behavior

Expand A/B testing infrastructure to support continuous optimization across all touchpoints