Misha (Mikhail) Krasovitskiy, Senior/Lead Product Designer. Homepage redesign for a Web3 media platform with 11M+ users (2023–2025).

Image: BeInCrypto mobile screens

BeInCrypto

Redesign for a global Web3 media platform

Turned a homepage nobody used into the entry point to the company's products

• Role: Senior Product Designer
• Team: + Mid Designer, Head of Design
• Result: +32% CTR to other products
• Live: beincrypto.com ↗ (https://beincrypto.com)

Problem

The CEO asked to turn the homepage into a product showcase. It had 5.6M visits against 77M on the news section, and heatmaps showed the products the company had built were invisible: the promo button in the hero got zero clicks

• 77M visits to the news section
• 5.6M visits to the homepage

Image: Homepage heatmap

Heatmap of the old homepage

Users

Existing research plus new interviews showed two groups with almost nothing in common

The Beginner

Overwhelmed by crypto. Needs structure and a calm place to start

The Active Trader

Scans headlines fast. If something isn't immediately visible, it doesn't exist

Image: Customer development board

CusDev results: 1:1 interviews and survey

Idea

Readers scan headlines the way they scroll Twitter. So the homepage became an infinite news feed with product blocks woven in between: the content they already want, with the rest of the ecosystem surfacing as they scroll

Image: Annotated homepage wireframe

The feed with product blocks between articles

Iteration

Version 1 kept the homepage and the feed as separate pages. In testing, users still skipped the homepage. So we merged them: the homepage became the feed

Image: Version 1 with separate pages

Version 1: separate pages

Image: Version 2 with category combinations

Version 2: Category combinations

Solution

Three panels built around the feed, aligned across founders, advertising, development and five internal products over 100+ layout iterations

FIXED

Left

Live news ticker and promotions

SCROLLABLE

Center

The feed with Learn, Jobs, Airdrops and other products woven in

FIXED

Right

Newsletter, InMarkets and future wallet

Image: Redesigned article page, mobile and desktop

Redesigned article page: contextual sidebar, author trust signals, related content

Results

A two-week test across five language domains:

• +32% CTR to other products
• +41% Avg. session duration
• +24% Users exploring 2+ sections
• −18% Bounce rate

The layout is what beincrypto.com looks like today

Image: Old homepage

Before

Image: Current homepage

After