Natalia Dzhioeva
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CLS Global → Motion Trade

From fragmented trading tools to an institutional client experience

I connected the transparency positioning to a client-facing monitoring experience, alongside unified operational tools and new service journeys as CLS evolved toward Motion Trade.

CLS GLOBAL
Design Director / Design Lead
MOTION TRADE
Founding / Lead Designer
PERIOD
Dec 2022 – Feb 2026
FOCUS
Exchange access · Trading controls · Client monitoring

THE CHANGE

What changed — and why

Before. Scattered operational tools and engineer-facing dashboards.

Why change. Institutional clients needed the transparency promise demonstrated in the product.

My contribution. Led operations design, initiated client monitoring and reshaped service journeys.

Outcome. Direct client visibility, greater account-manager capacity and a new service architecture.

Clients, exchanges and bot states in the operational overview.

01 / OPERATIONS

Bring scattered workflows into one product

CLS provides market-making and liquidity services. Client records, bot states and balances were scattered across tools; clients relied on account managers to interpret technical dashboards.

I joined as the sole designer and led the admin-platform architecture with engineering and operations. Later, I initiated client monitoring alongside the institutional repositioning.

DESIGN DECISION / ACCESS

Make trading permissions explicit before setup

A client record does not prove that an API key can read balances or place trades. I separated setup, read-access validation and trade-access validation, with feedback for each check. A test order and cancellation confirm trading access before bot configuration; missing CRM records have a fallback path.

CLS · Exchange permissions

A connected account is not yet permission to trade.

The operator verifies two distinct capabilities before configuring a trading bot.

Client + exchange API connectionStarting context
CHECK 01 · READ

Can we retrieve balances?

A returned balance verifies read access.

Then test trading
CHECK 02 · TRADE

Can we place and cancel an order?

The check reports the test order and its cancellation.

Continue to bot configuration

The operator has explicit feedback about read and trade access.

These are separate checks: a successful connection or balance read does not imply trading permission.

Onboarding fallback
When the CRM has no matching record, client setup can continue without that link.

DESIGN DECISION / RECOVERY

Design recovery into the operational workflow

I kept error explanations, restart actions, logs and support guidance beside the client, account and balances. Operators could investigate and recover a bot without losing its financial context.

The error, restart action and support route share the same bot context.

CLS · Order entry

Two ways to place orders.

I separated single-order entry from bulk setup so each form shows only the controls needed.

Single order

Set up one buy or sell order.

Multiple orders

Set price ranges and order counts for buys and sells.

After submission, a confirmation links to the order book to review the result.

Configuration, balances and confirmation
Configuration connects the client, server, key and strategy.
Currency balances stay in the operational workspace.
The confirmation links to the Orderbook.

02 / CLIENT MONITORING

Make transparency part of the product experience

Institutional positioning promised transparency. I made it tangible through client-facing monitoring, replacing engineer-oriented Grafana views with a dashboard clients could interpret themselves.

Client questions and sales needs shaped the hierarchy: performance, liquidity and system health. I distinguished market movements from committed funds and made exchange, pair and time scope explicit. The web/mobile experience connected with Telegram; mobile filters retained context across views.

CLS · Client monitoring

Set the scope. Read the financial picture.

Three complementary mobile views keep exchange, pair and account context visible.

Swipe to explore the full diagram

VIEWING CONTEXTExchange / Trading pair / Time period
OVERVIEW

How is the market performing?

Review price, volume and the selected service.

FILTERS

Which market am I looking at?

Change exchange and pair in a dedicated view.

DETAIL

Where are the funds committed?

Inspect balances, capital in use and liquidity.

Each view answers a different financial question within the selected market context.

OPERATIONAL OUTCOMES

Less explanation, more capacity

~20 → ~40Clients per account manager
~40% fewerBalance and status inquiries
~2 minutesBot recovery in the operational workspace

Capacity and inquiries: roughly one month after monitoring launch, including training. Bot recovery is a separate measure. Approximate recalled outcomes of the wider team’s work.

03 / INSTITUTIONAL SHIFT

Move from a service catalogue to client situations

Alongside monitoring, I led the website and visual direction as CLS evolved toward Motion Trade. This was a repositioning: the core market-making business remained unchanged.

Five client interviews, competitor analysis and Business Development input shaped three situations: launch preparation, liquidity growth and exchange pressure. I restructured 37+ pages, dashboards, cases and infographics around client concerns, evidence and a next step.

Marketing, Business Development and Product assessed clarity and usefulness in sales conversations. Test demos received positive feedback; the earlier conversion figures below do not measure this repositioning.

Explore the service structure and website design

CLS · Website structure

Start with the client’s question.

I organized service-page content around four client needs, so visitors could find the explanation and evidence relevant to them.

“We’re launching a token. What needs to happen first?”
A launch plan: preparation, trading setup and support after launch.
“Our token is already trading. How can CLS support it?”
An explanation of liquidity support, with examples from similar projects.
“Can CLS meet our exchange’s requirements?”
Service capabilities, the working process and relevant client cases.
“What results can we check?”
Performance charts, metrics and monitoring reports.

CLS · Website journey

From exploring CLS to making an inquiry.

I designed one reusable service-page structure for visitors arriving from different parts of the website.

01 · Where visitors start

  • HomepageExplore the company
  • InsightsResearch a topic
  • Case studiesFind a similar project

02 · Service page

Explain the service before asking for contact details.

  1. 01

    The offer

    What CLS can help with

  2. 02

    The process

    How the work happens

  3. 03

    The scope

    What the client receives

  4. 04

    The evidence

    Results from similar projects

03 · Contact

Discuss the project

A service inquiry after reviewing the offer and evidence.

About and press pages provide additional company context.
Measured: CTA clicks, case filters, form submissions and acquisition source.

The website direction uses the same service positioning across the visual system.
Earlier growth phase · Website results

FIRST GROWTH PHASE / RESULTS

Conversion and repeatable delivery

1.8% → 5.1%Lead-form conversion
+27%CTA click-through rate
3–4 days → 1Landing-page production · approximately 65% less time

In the earlier six-month growth phase, I designed website architecture, event tracking and reusable page patterns. These results predate the institutional repositioning.

That phase also recorded ~$110K monthly organic inbound revenue and 5× qualified traffic: outcomes of the combined acquisition, content and design effort.

TEAM LEADERSHIP

Build and develop the design team

I joined alone, hired four designers and led the five-person team while staying hands-on. With HR, I created development plans for every designer and held regular one-to-ones.

I aligned sprints with Product and Engineering, reserved 20% of capacity for unplanned work and built shared design patterns.

NEXT PROJECTNeuron
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