Commanding attention in a market that's designed to ignore us
Why stay when leaving pays more?
Turkish users treated OKX as a daytime trading account, then moved funds to local banks overnight to earn interest.
What if they didn’t come back tomorrow?
As users moved idle Lira to banks overnight, OKX risked becoming a place they visited only to trade.
The bank, meanwhile, became the platform they trusted to grow their money while they slept.
We introduced Lira Boost
OKX put users’ idle Lira to work at a partner bank overnight, then brought it back by morning, ready to trade.
Proactively surfacing hidden rules
Three product rules shaped the experience. The copy had to explain them simply, without making users feel worried or misled.
Built from local trust signals
Turkish users had lived through repeated currency crises. The strategy led with proof, not promotion.
"What's really happening on the ground?"
Partnered with the Turkey local market team to surface what users were quietly worried about.
Users carry economic trauma. They trust proof, not promises.
"Which value prop actually resonates?"
Concept-tested messaging with design and product to see what landed and what slid off.
Two distinct user types — aspirational and cautious. Same screen, opposite scans.
"How do we serve both in one product?"
Mapped a dual-track voice system to surfaces and intent — calm where it matters, energetic where it earns.
One product, two voices. Voice shifted where the stakes shifted.
"How does content shape the flow?"
Drove notification timing, sequencing, and CTAs — content as a product surface, not decoration.
$1.29M AUM in 30 days. Both audiences showed up and stayed.
One product. Three voices.
Same product, three moments. Each notification had to read the mood and do its work: calm a worry, surface a benefit, or close the loop on a small win.
Three rewrites. Same notification, different relationship with the user.
The originals weren't wrong. They were written for the system, not the person reading them at 9:41 AM.
Four rules for naming money across global surfaces.
Each format reads differently to a user. I mapped the format to the moment so every team knows which to use without asking.
Full name in trust-building contexts.
ISO code in trading and portfolio contexts.
Symbol in alerts and notifications.
Never combine formats on one screen.
Same mapping works for USD, EUR, GBP, MXN. Decide the context tier once, then assign the format per surface.
Currency is one example. The mapping logic also applies to dates, units, and handles across markets.
From local research to product copy
Transcreation, not translation. The job was to rebuild meaning for a cautious market, not swap English for Turkish line by line.
Rebuild meaning, not swap words.
Turkish users have lived through three currency crises in a decade. They scan for proof, not polish, and assume marketing first.
Pick one story. Carry it everywhere.
Anchor every surface in stronger terms, or in equal terms with less ritual. When users cannot tell which they are in, skepticism defaults to "marketing."
Different scans, same screen.
High-balance users scan for ceilings and liquidity at size. Safety-first users scan for institutional trust and what happens when something breaks.
Small choices that compound trust.
Choose 24-hour time for product detail. Use USD when numbers need to feel stable. Lead with plain value, not casual energy.
$1.29M AUM
52.8M TRY peak assets