BlumBuilt perpetual trading for
95M+ users, attracting 1.2M
new traders in 6 months
Blum is a crypto trading app that scaled to 95M+ users. I led the end-to-end design of Perpetual Trading from 0 to 1 — built core trading flows, a scalable design system, and a two-mode UX architecture that made leveraged trading simple for casual users and gave experienced traders the full toolset they expect from a CEX.
BlumBuilt perpetual trading for 95M+ users,
attracting 1.2M new traders in 6 months
Blum is a crypto trading app that scaled to 95M+ users. I led the end-to-end design
of Perpetual Trading from 0 to 1 — built core trading flows, a scalable design system,
and a two-mode UX architecture that made leveraged trading simple for casual users
and gave experienced traders the full toolset they expect from a CEX.
Context
that the product could retain users within the ecosystem. The next step was launching Perpetual Trading — a leveraged trading instrument that attracted a new audience
segment and expanded the ecosystem beyond spot trading.
Problem
had no option inside the app. They were leaving for CEX and DEX platforms that offered
perpetual trading. The product needed a new instrument to keep them in the ecosystem
and attract experienced traders who hadn't considered Blum before.
Goal
who predominantly work with perps on CEX platforms. Through this, increase trading
volume, fee revenue, and retention within the ecosystem.
Systematic Approach
which I had designed earlier, and adapting them to perpetual trading. Familiar patterns
and UX solutions helped users get up to speed with perps faster, and the transition from
spot felt natural and intuitive. For the business, this meant a faster launch and lower costs:
the product shipped two months ahead of schedule.
Benchmarking
they prioritise, and how they manage interface complexity.
Binance
Bybit
OKX
Hyperliquid
Binance
Bybit
OKX
Hyperliquid
Blum vs. other CEX and DEX platforms
Benchmarking Insight
Discovery
To define the target audience and understand their needs, I ran in-depth interviews and CustDev sessions with 8 existing Blum spot traders and 5 experienced traders from CEX platforms. This revealed two distinct user types with fundamentally different needs:
- Casual users familiar with spot trading had never traded perps before. Terms like leverage, size, and liquidation price felt unfamiliar and created anxiety. The CEX trading format made it worse, too many parameters on screen. Most didn't know where to start.
- Experienced traders from CEX platforms were interested in trading perps on Blum.
On-chain trading without KYC and the ability to trade directly inside Telegram appealed
to them. But they needed familiar patterns: mark price, funding rate, Take Profit / Stop Loss, liquidation price, position size, and fast order execution. Without these, there was no reason to leave CEX platforms.
The key insight — their needs were fundamentally different and could not
be served by a single interface. Based on this, I formed two hypotheses:
Hypothesis 1
If I design Lite trading mode around the needs of users new to perps, it will lower
the entry barrier, increase conversion to first position, and retain users who would otherwise drop off due to complexity.
Hypothesis 2
If I design Degen trading mode with the full toolset experienced traders need, it will attract traders who currently use Binance Futures or Bybit and give them a reason
to switch to Blum.
Success criteria
⁕ Increase conversion to first open position
⁕ Attract new traders from CEX platforms
⁕ Grow trading volume and fee revenue
⁕ MAU / DAU growth
⁕ Increase retention rate
⁕ Both modes are actively used
⁕ Increase conversion to first open position
⁕ Attract new traders from CEX platforms
⁕ Grow trading volume and fee revenue
⁕ MAU / DAU growth
⁕ Increase retention rate
⁕ Both modes are actively used
The experiment is complete when each mode reaches 1,000+ trading sessions per mode and 500+ executed trades, with statistically significant differences across key metrics (p < 0.05).
Lite and Degen trading modes
The core architectural decision was to build two separate trading modes, each designed around a different level of perp trading experience. Lite mode makes perpetual trading accessible without overwhelming users with complexity. Degen mode gives experienced traders full control. The mode persists across sessions and switching between them feels natural, like adjusting a preference, not changing products.
Lite Mode
Lite mode is designed to reduce cognitive load for users who are new to perps and those
who are familiar with perps but don't trade professionally. The terminal shows only what's needed to make a decision, without extra parameters that could confuse. Details are available, but don't get in the way.
The trading flow is organised through Margin mode. This was a deliberate decision: most users don't think in terms of Size, which is the standard format for experienced perp traders.
The trading flow is organised through Margin mode. This was a deliberate decision:
most users don't think in terms of Size, which is the standard format for experienced
perp traders.
When a high leverage is selected, a risk warning appears inline to protect users from unexpected liquidation.
When a high leverage is selected, a risk warning appears inline to protect users from unexpected liquidation.
Degen Mode
Degen mode is built for experienced traders who need metrics, a chart, and fast order execution. Mark price, funding rate, volume and last trade are always on the trading terminal without additional navigation. The trader makes a decision and executes it instantly, without losing sight of the market.
Key metrics such as Market price, Last trade,
24h high price, volume and funding always
on screen
Collapse chart to focus on trading, expand
to track live price action
Preset buttons replace the slider for faster order placement. All presets are fully customizable to match your trading style.
Key metrics such as Market price, Last trade, 24h high price, volume and funding always on screen.
Collapse chart to focus on trading, expand to track live price action
Flexible leverage controls
Leverage is adjusted via a slider or +/− controls. As the value changes, Size and Liquidation price update instantly, so the trader always sees the real impact of their position before confirming. When a high leverage is selected, a risk warning appears inline, keeping the
trader informed without interrupting the flow.
Take Profit / Stop Loss
Take Profit and Stop Loss can be set when placing an order or added to an already
open position. Once set, the levels appear directly on the chart and can be adjusted
by dragging, without leaving the trading screen.
TP, SL and entry price displayed directly on the chart. Adjust levels without leaving the screen.
TP, SL and entry price displayed directly on the chart. Adjust levels without leaving the screen.
Positions, Orders, History
Degen mode keeps all position management on the token page. Active positions, open orders, and trade history are all in one place. The trader stays in context without switching screens. Key actions like leverage, TP/SL, and closing a position are available inline.
Web version
The web version extends the product to desktop, bringing the full trading terminal to a larger screen. A bigger chart, order form, and open positions are all visible at once, particularly valuable for experienced traders who rely on detailed chart analysis to make decisions.
User testing
I tested the updated design and new flows through Useberry and Maze, and analyzed heatmaps in Hotjar to see where users focused their attention.
Casual users appreciated the simplicity of Lite mode. The simplified terminal, visual risk highlighting, and clear explanations of key trading parameters reduced anxiety around perp trading. Margin mode turned out to be more intuitive and convenient for those not used to trading via size. Seeing open positions in Discover and on each token page helped them react quickly and manage positions without switching screens.
Experienced traders said Degen mode became a proper trading tool for their needs. Fast order execution, convenient position management, and the collapsible chart in the terminal were among the most appreciated features.
Results
I designed Perpetual Trading from scratch, expanded Blum's trading ecosystem and gave 95M+ users access to a new trading instrument. The shared design system with Spot that I built helped ship the product 2 months ahead of schedule and reduce development costs. Perpetuals became a sustainable source of trading volume and fee revenue for the business.
544.8K MAU
Average over 6 months
1.85M
Perps traders
280K DAU
At its peak
+1.2M
New users in 6 months after launch
42.3%
Retention rate (7d)
57% / 43%
Casual users / Experienced traders
544.8K MAU
Average over 6 months
280K DAU
At its peak
1.85M
Perps traders
+1.2M
New users in 6 months after launch
42.3%
Retention rate (7d)
57% / 43%
Casual users / Experienced traders
Key Learning
A complex trading instrument can be intuitive for a wide audience if the interface is built right. The goal is not to simplify by removing functionality, but to remove barriers and build each mode around the specific tasks of its user. When every user type gets an interface designed for how they actually trade, complexity stops being an obstacle.
