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OKX Lira BoostA high-yield overnight savings feature for Turkish lira holders

$1.29M  

Assets under management gained in one month

Lira Boost onboarding screen showing “Wake up to more TRY” value propositions
Role
Content Designer
Company
OKX
Launch
0-1
Market
🇹🇷  Turkey
Status
Shipped
Timeline
3 weeks

Team Content designers · Product designers · Product managers · Language managers · Local market managers · Legal counsel · Compliance officers · Product marketing managers

AI overview

One-click summary

Let me tell you about a timewhen I focused on the user and all else followed.

Detailed overview

Problem

Users withdrew all their Turkish lira to earn overnight bank interest, draining platform liquidity.

Deposit funds on OKX

Morning

Trade on OKX

Day

Withdraw from OKX

Night

Earn interest at a local bank

Overnight

Daily user behavior

Solution

OKX Lira Boost - A high-yield overnight savings feature for Turkish lira holders where we would handle the auto-sweep to a partner bank, with cash returned and ready to trade  An overnight auto-sweep to a partner bank, with cash returned and ready to trade by morning

The Friends cast waiting hopefully, like users wondering if the new savings feature actually worked

Did it work?

No, because financial habits are deeply ingrained behaviors shaped by early upbringing, economic environment, and personal exposure to money, making OKX's initial push for simplicity misaligned with true user priorities.

Challenge

The Turkish market had been burned by institutions through years of severe inflation, so users didn't trust us by default. Before launching anything, we had to earn that trust. I started by understanding the landscape.

  1. 01

    The Turkish lira lost over 80% of its value against the USD between 2018 and 2024

  2. 02

    Inflation peaked at 85.5% in 2022 as monetary policy kept shifting

  3. 03

    Users lost trust in institutions

Content strategy pivot

I reframed the content strategy from explaining features to building trust.

The Friends cast shouting PIVOT! while wrestling a sofa up a staircase
Pivot! Pivott! Pivottt!

Launch an overnight auto-sweep program

Earn trust in a market that was trained to ignore us

My contribution

What I owned

I designed content across activation, onboarding, and portfolio management.

What I did

  1. 1.Tested onboarding value propositions
  2. 2.Reframed the strategy around trust
  3. 3.Built messaging guidelines for the Turkish market
  4. 4.Rewrote external communications, including notifications and emails

Messaging guidance

WithLocal market PM, Language managers, Product marketing

First, I ran a brainstorming session to turn insights into a guideline. 

Turkish market messaging brainstorm: what we learned and how it shaped guidance

A/B testing

WithLocal market PM, Language manager, Researcher, Product designer, Legal and compliance

I built a hypothesis around my assumptions and tested it with users. 

What I learned

Users were unclear if OKX was offering a better deal or a simpler experience

How it influenced messaging guidance

Clarify the exact benefit: better return, easier access, fewer steps, or all three.

Hypothesis
Trust claims like "bank-backed APY" would convince users.
Result
Users still couldn't tell if the return was better or just simpler.
Market nuance
Bank returns looked competitive but were taxed, so real value was lower.
Constraint
No tax claims allowed, so the comparison had to stay implicit.
Direction
Lead with the estimated APY and let users compare for themselves.

Before

After

Before: “Wake up to more TRY” onboarding led with abstract value props like “Bank-backed APY” and “Flexible redemption”
After: “Wake up to more TRY” onboarding leads with “Est 41% APY”, followed by “No limit” and “Redeem easily”

Legal and compliance concern

We can't say that bank returns are taxed, and we can't compare our APY with bank interest rates.

Content systems

WithStyle guide POC, Product designer, Engineer, Localization manager

Then, I outlined rules specific to the Turkish market and baked them into our style guide. I defined a four-rule naming taxonomy that governs currency format by context across onboarding, portfolio, transaction history, and notifications. Language managers apply it without review, which removed content as a localization bottleneck for the Turkish market.

Turkish lira / lira

OnboardingEducation

Wake up to more Turkish lira

TRY

Portfolio balanceTransaction history

125 TRY available

₺

Push notificationsToasts

You made 10 ₺ in your sleep

Content decisions

WithProduct manager, Engineer

I rewrote notifications to answer user questions at critical moments. 

Moment Woke up and verified their overnight earnings 

Before

After

Before: “You earned 10 TRY! Your Lira Boost balance and earnings were auto-redeemed.”
After: “You made ₺10 in your sleep! Tap to check your new balance.”

Decision I cut the backend mechanics to answer what matters: “Did I earn, how much, and where do I check?”

Moment Wondered whether their idle funds were actually invested

Before

After

Before: “Your TRY is in Lira Boost. Auto-boost moved your TRY into Lira Boost, and you’ll start earning soon.”
After: “Your money doesn’t sleep. ₺50 is growing via auto-boost.”

Decision I dropped the system explanation to answer: “Did you do this for me, and how much did you invest?”

Impact

Users

By eliminating manual daily transfers, users gained effortless yield and instant liquidity.

Business

We retained funds and grew assets to $1.29M.

Testimonial from the Product Manager

This project required close collaboration with multiple teams under a tight deadline. I fiercely advocated for clarity to rebuild user trust and simplify backend logic.

LinkedIn recommendation from Elsa Zhang Xian, PM on Lira Boost, praising Sonal's content design work

Learning

Don't ship a feature. Fix the behavior underneath it.