Case study
Taking On-Off-Ramp to the top 3
in a crowded market
On-Off-Ramp is a gateway to crypto world with an ease of a checkout in regular store
For 5 years I led its design, from zero presence to a leading position in the market.
Challenge
Achieve constant growth in competitive B2B2C market
60%
Successful purchase rate
20k+
Daily transactions
7+ mEUR
Daily volume, € millions
How we achieved it
As the strategy moved from B2C to B2B2C, I rebuilt the product around partners
2019: a B2C product. I joined in October 2020 and inherited the original branding by Shuka Bureau — still a favourite of mine.
2021: shift to B2B2C. Partner apps became the main entry point, so I went mobile-first and made the UI neutral enough to sit inside any partner’s brand.
2022–2025: delivery and growth. A simpler, streamlined UI and deeper mobile optimisation — all aimed at a better purchase experience.
conversion
Checkout as the single most important point in the user journey
Get all the data points: amount, address, suiting payment method through APIs, previous input, location etc
Suggest the best option available and give everything to complete purchase on this screen
Give just enough information to make a decision. Not to overwhelm, but not to be unfair
conversion
Cutting the purchase flow from 7 screens to 4
Provide Amount and Address
from partner’s App
Fetch Personal and Billing data
for transaction from Apple Pay
Research
Always looking for growth opportunities
Every quarter we ran quantitative and qualitative JTBD research. This data is from Q2 2024 and it shaped the roadmap you’ll see next.
What customers value
Challenges they face
Jobs we didn’t do yet
Execution
Closing the jobs we don’t do
Web3 integrations
Recurring purchases
Swaps
Purchase limits
Transaction history
Execution
Adapting payment methods and tokens to local markets
Limited payment methods (38%) and limited crypto (17%) topped customer complaints — so adding new ones became a continuous process.
New tokens. Added continuously, based on user feedback and what’s trending in the market.
Payment methods. People want to pay the way they already trust — and local methods often convert better, too.
Process
Managing design lifecycle
From the outside, OOR looks simple. Behind it are many flows, options and payment methods — so I built a system to keep them consistent: components, screen variants and mapped flows.
Basic components and styles →
Screen components and variants →
Mapped out flow
