Case Study

PDAX drives crypto adoption with contextual user journeys

Jar uses Plotline's Spotlight to improve monetization

Problem

Educating users on new products, improving onboarding completion, and driving consistent trading activity

Strategy

Launched multiple experiences such as bottom sheets, widgets and walkthroughs

Results

Boost in onboarding completion by 20% and gather product insights with 6X survey completions

PDAX is one of the Philippines' leading cryptocurrency exchanges, helping thousands of Filipinos trade Bitcoin, Ethereum, and other digital assets.

Operating in a market where crypto adoption is surging but financial literacy gaps remain significant, PDAX faces a unique challenge: how do you simultaneously educate newcomers, engage active traders, and introduce new products, all while maintaining the trust and simplicity that users expect?

How PDAX uses Plotline

PDAX deployed Plotline's engagement platform to create contextual, timely experiences across four critical use cases. Here's how some of these campaigns performed.

Campaign 1: Launching PDAX Gold

When PDAX expanded beyond crypto to offer digital gold trading, they needed to reach their existing user base immediately.

Traditional marketing channels meant delays, targeting limitations, and missed opportunities with users already actively browsing the app.

PDAX created a pop-up announcement that appeared to logged-in users at strategic moments.

In markets like the Philippines, Indonesia, and Vietnam, where mobile-first users check their trading apps multiple times daily, in-app announcements capture attention when purchase intent is highest.

Campaign 2: Onboarding completion through guided walkthroughs

New PDAX users faced a steep learning curve navigating portfolio management across multiple asset types: PHP cash, cryptocurrencies, and bonds. Support tickets around basic functions like "How do I deposit?" or "Where's my transaction history?" were eating up resources.

PDAX built a 5-step tooltip walkthrough directly on the Portfolio page that educated users on:

Cash In & Out for PHP management
Deposit/Send for crypto transfers
Viewing consolidated balances across all asset types
Tracking individual asset performance
Accessing complete wallet history

The tooltips appeared progressively, guiding users through actual interface elements rather than abstract instructions. The journey resulted in 20% improvement in onboarding completion rate as users discovered features they didn't know existed.

Campaign 3: Gathering user feedback inside the app

PDAX wanted to gauge interest in a potential crypto rebate program before investing in development.

Traditional approaches like email surveys or external forms typically see completion rates below 5%, making it difficult to gather reliable data from representative user segments.

The team launched a clean, mobile-optimized in-app survey targetting active traders.

By contextualizing the survey within the app experience (rather than sending users to external links), friction was minimized and completion felt natural - leading to a 29% lift in responses.

Plotline helps marketing and product teams boost onboarding and adoption metrics

We help you launch dynamic app experiences without coding, saving your developers time that can be better spent on other aspects of the product. Marketing and product teams use Plotline to launch stories, walkthroughs, animations, videos and more that can be targeted in-the-moment to specific user cohorts.

The best consumer tech companies today like Step Banking, Home Credit Indonesia, Kredivo, CoinDCX, and many more use Plotline to improve onboarding and product adoption.