New Page — Sonal Ravi

1 - Overview

Context

Extreme local market inflation created a severe retention risk as Turkish users regularly withdrew funds from OKX to earn overnight interest at local banks.

Solution

We launched Lira Boost, an automated sweep feature designed to generate overnight interest on idle funds and retain platform liquidity.

My role

I owned the user activation lifecycle and onboarding segments, turning complex financial mechanics and strict compliance constraints into a frictionless, localized experience.

Business impact

The optimized onboarding directly drove product adoption, scaling the feature to $1.29 million in first-month deposits and successfully retaining at-risk capital.

2 - Localizing content standards

A currency localization system to reduce friction in the activation flow.

Rule 01 Turkish Lira

Full name in trust-building contexts.

Where

Onboarding, marketing, first-time education.

Why

Reads as respectful and credible. New users need clarity, not crypto fluency.

"Earn interest on your Turkish Lira."

Rule 02 TRY

ISO code in trading and portfolio contexts.

Where

Portfolio screens, transaction history, balance lists.

Why

Matches global exchange conventions. Traders scan it instantly.

"Balance: 50,000 TRY"

Rule 03 ₺

Symbol in alerts and notifications.

Where

Push notifications, toasts, status banners.

Why

Scans in a glance. Saves space in tight UI.

"You earned ₺ 125."

Rule 04 Don't mix

Never combine formats on one screen.

Where

Design QA, the last check before any screen ships.

Why

Mixed formats break trust. Small doubt compounds.

Turkish Lira · 50,000 TRY · ₺ 50,000

How it travels

For international product suites

Same mapping works for USD, EUR, GBP, MXN. Decide the context tier once, then assign the format per surface.

For localization teams

Currency is one example. The mapping logic also applies to dates, units, and handles across markets.

3 - Simplifying product mechanics

Complex financial mechanics often feel opaque to new users. I simplified three backend rules to keep the onboarding experience clear, predictable, and maintain conversion momentum.

01

Bridging the Earnings Delay

Problem

A delay between deposit and visible earnings triggers doubt and early withdrawals.

Decision

Anchor the user with a precise time expectation right after activation.

Content

"Your Lira is all set to earn tonight. Check back after 4.30 pm."

02

Redemptions take 90 minutes

Problem

A 90-minute lock reads as a trap.

Decision

Surface the wait time upfront

Content

"Your funds should be available within 90 minutes."

03

Early redemption forfeits interest

Problem

Users could lose what they earned with early withdrawals.

Decision

Surface the consequnce

Content

"Redeem now to get your funds sooner, or wait 12 hours to keep today’s interest."

01 / 03

4 - Built from local trust signals

Turkish users had lived through repeated currency crises. Before writing a single word, I partnered with the local market team to understand what users actually feared — not what the product assumed they wanted. What I found shaped every value proposition on the screen.

The onboarding screen

Lira Boost onboarding screen showing Wake up to more TRY value propositions

What I found → what it informed

Finding

Both user types — aspirational and cautious — anchored their trust on a high APY that competed with local banks.

This is why Est 41% APY leads the screen — not buried below. It's the credibility signal that earns the first deposit.

Finding

Cautious users had faced economic distrust. Their biggest concern: is the money liquid? Can I get it back?

This is why Redeem easily is a named value prop, not fine print. Liquid access isn't a feature — it's the reassurance that removes the fear.

Finding

Aspirational users wanted deposit and earning without limits — a platform that matched their ambition, not a cap on growth.

This is why No limit earned its own call-out — and why the headline "Wake up to more TRY" promises guaranteed overnight growth, mirroring what local banks had always offered, now automated.

These findings didn't just inform copy — they built a shared understanding across design and product of why each value prop existed. The screen isn't a list of features. It's a direct response to what this market needed to see.

How the research unfolded

01 · Listen

"What's really happening on the ground?"

Partnered with the Turkey local market team to surface what users were quietly worried about — not what the brief said they wanted.

Finding

Users carry economic trauma. They trust proof, not promises — and they compare everything to what local banks already offer.

02 · Test

"Which value prop actually resonates?"

Concept-tested messaging with design and product. This is where we identified two distinct user types scanning the same screen for completely different signals.

Finding

Two distinct user types — aspirational (no limits, high APY) and cautious (liquidity, trust). Each needed a different value prop. Both needed the same screen to answer them.

03 · Map

"How do we serve both in one product?"

Mapped which value props spoke to which user — and built the team's shared understanding of why each one earned its place on screen.

Finding

One product, two voices. APY for credibility, No Limit for aspiration, Redeem Easily for the cautious. The headline united them: "Wake up to more TRY" — effortless, overnight, like a bank.

04 · Apply

"How does content shape the flow?"

Drove notification timing, sequencing, and CTAs — content as a product surface, not decoration. The research made every decision defensible to the team.

Outcome

$1.29M AUM in 30 days. Both audiences showed up and stayed — because the content met each of them where they were.

01 / 04

5 - Rewriting content

The originals weren't wrong. They were written for the system, not the person reading them at 9:41 AM.

State 01 · Delighted

×Original

Lira Boost interest accrual completed 9:41 AM

Net earnings credited to your principal balance. View account history for details.

✓ Revised

You earned ₺ 12.50 in your sleep 9:41 AM

Tap to see your new balance.

State 02 · Convenient

×Original

Auto-sweep service notification 9:41 AM

50.00 TRY transferred from funding wallet. Settlement pending standard processing windows.

✓ Revised

We put your funds to work 9:41 AM

Auto-boost moved 50 TRY to earn overnight for you.

State 03 · Anxious

×Original

Lira Boost sweeping initiated 9:41 AM

Funds will return to main balance in 90 minutes pending settlement confirmation.

✓ Revised

Lira Boost delayed 9:41 AM

Need it before 9:00? Redeem now, or contact us. We're here to help.

01 / 03

6 - Localizing the experience

I bypassed a standard English-to-Turkish translation during onboarding, championing a transcreation strategy to rebuild meaning in a highly cautious market.

The premise

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.

Institutional fatigue Platform-loss memory Proof over polish

The recommendation

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."

No ambiguity One promise per surface

Two readers

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.

Calm language Visible recovery

Localization craft

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.

Deliberate, not decorative

7 - Impact

First-month deposits

$1.29M AUM

Peak assets held

52.8M TRY

Business impact

Retained at-risk capital that was being withdrawn nightly to local banks — turning a platform leakage into a growth lever.
Onboarding content directly drove $1.29M in first-month deposits, with zero in-product prompts from marketing.
Both user types — aspirational and cautious — activated and stayed, confirming the dual-track messaging strategy held under real conditions.
The localized copy and trust-first framing established a content system reusable across future Turkish market features.

8 - What I'd do next time

Research depth

Run moderated interviews with both user types separately — cautious earners who used the platform purely for overnight savings, and active traders who kept funds liquid for positions. Each group has a fundamentally different relationship with idle money. I'd want to understand how each reads "Redeem easily" when their stakes are so different.

Content for traders

For users keeping funds on-platform to stay liquid for trading, the value prop is less about earning and more about flexibility. I'd explore whether messaging like "earn while you wait" or surfacing redemption speed more prominently would convert this segment better — and test it separately from the cautious earner voice.

Post-activation signals

I'd track the first 7 days of notification engagement and measure whether cautious users redeemed early after the 90-minute delay message, or whether aspirational users increased deposits over time. That behavioural data would sharpen the next iteration considerably.

Scalability from day one

Document the dual-voice framework, currency localization rules, and trust-first patterns as a reusable content system — not just decisions made for this feature. The next market launch should start with a foundation, not rebuild the same reasoning from scratch.