The Ultimate DEX Terminal for wild degens

This insight made it clear: the more of these data points we could offer within the product, the stronger the incentive not to leave our platform users would have.

My findings didn't just inform UX priorities — they also shaped the roadmap for our API team, triggering a major push to build out infrastructure for live holders data, transaction feeds, liquidity metrics, and whales and top traders identification.

Taking into account the insights I gathered, I redesigned the Token Page to be a single source of truth for all token data, using our enhanced Moralis APIs. It now includes:

Strategy Builder

The Strategy Builder is the OG feature of the platform — the one that started it all. It's the core tool built for degens who are sniffing out alpha before it pumps. It allows traders to scan the market based on key on-chain indicators like buy pressure, market cap, hype score, and more. This tool lets you build your own custom strategy for finding low-cap to mid-cap gems.

Strategy Builder Redesign

The Strategy Builder quickly became a benchmark feature at Moralis for alpha-hunting degens. However, as the platform grew, we noticed that while power users thrived with it, newcomers struggled to build strategies due to the dense and technical interface. Basically as the daily active users were growing, we noticed a drop in user retention on this page.

To address this issue, I conducted user interviews with both veteran and newly onboarded community members. A key insight emerged: the UI needed to feel more intuitive and familiar — closer to the filtering experience found in e-commerce platforms. After all, we were essentially offering a "shopping" interface for crypto tokens. Inspired by that model, I redesigned the tool to let users scan the market more naturally — applying filters and criteria in a way that mirrored how they already search for products online.

The new Strategy Builder has been a huge success, with users reporting that it's much easier to use and more powerful than the old version.

Portfolio

The Portfolio Tracker is a must-have in every degen's toolkit. It lets users monitor both their own and other whales' wallets in real time — unlocking deep insight into wallet performance, token holdings, and DeFi positions across multiple chains.

The page follows a pretty standard UI pattern breaking down wallet content by token and chain allocation, providing a visual overview of what kind of assets are held and where. It also highlights open positions across different DeFi protocols, making it easy to track engagement in staking, farming, and liquidity pools.

In addition, the portfolio view offers full trading stats such as total trade volume, realized profit/loss, and PnL trends over time. When available, wallet metadata (like social links and ENS info) helps users identify who the wallet belongs. It is built entirely using our Moralis APIs.

DEX Terminal

As the platform matured, it needed to evolve beyond a degen-only look and feel. To support this shift, we designed a proper landing page that functioned as a DEX terminal — showcasing top-performing tokens, trending narratives, and leading chains by volume and daily active users. This new homepage gave Moralis a sharper, more credible first impression, positioning it to compete in the highly competitive landscape of token discovery platforms.

DEX Feed

The DEX Feed is an experimental feature that is slowly gaining traction. Built like a social feed but loaded with real-time, on-chain updates for the tokens you've watchlisted, it surfaces key events such as price, volume, and holder changes — combined with whale and top trader buys and sells — especially across low-cap tokens, so you can track what matters as it happens.

Designed for degens who want to quickly scan the market, the feed turns raw blockchain noise into a signal-rich stream for spotting early moves and trends.