EFX Online is an online platform for foreign exchange trading. They aimed to design their landing page to have user engagement, increase the number of sign-ups, and create a better overall user experience.
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Challenge
EFX Online needed to turn the intricacies of international forex trading into an accessible, seamless experience for both experienced traders and newcomers. The existing site treated complexity as unavoidable. The brief called for a platform that felt sophisticated without sacrificing simplicity, and worked consistently across devices.
Service
Product, Brand, Character design, Frontend
Role
I led product, brand, UX and character design, and built the frontend. Akmal built the backend and memory.
Strategy
I started with the client’s business brief, then moved straight into sketches to align on layout before committing to visual direction. Early rounds focused on maintaining design consistency across the site rather than polishing any single screen first. Visual references were gathered in parallel to lock a direction before build, avoiding rework later.
Solution
I delivered a clean, modern platform anchored by a dynamic 3D globe that visualizes EFX’s global currency network. Interactive elements and motion design reinforced the sense of scale and connectivity without adding friction to the core trading flows. The result balanced a bold visual identity with the clarity a financial product needs.
Outcome
The finished platform gave EFX a polished, professional presence that resonated with both institutional and individual users. Complex financial data became easy to navigate, and the 3D globe became the platform’s signature visual, doing more to communicate “global” than any copy could.
