Crypto Transact
Adoption wasn’t blocked by usability—it was a mismatch between system design and user mental models. As founding designer, I led the end-to-end redesign to align the experience with how users understand money.
ROLE
Founding (Lead) Product Designer. Currently leading a team of 2 designers.
PROBLEM
Traditional finance users dropped off because the experience was built on system concepts that didn’t match how they understand money.
RESULTS
Reduced drop-off by 21%, increasing transaction completion
Established the product as a top revenue-generating offering
Drove 3× growth in enterprise clients, expanding beyond crypto-native users
Improved engineering efficiency by 15% through a scalable design system
Insights
Users had clear intent to fund their accounts, but hesitation emerged when they were asked to make unfamiliar decisions. The experience was built around system-level concepts, while users approached it with expectations shaped by traditional financial interactions. Critical decisions—such as routing and fees—appeared too early, before users had enough context or confidence, creating friction at key moments. At the same time, transparency without guidance increased perceived risk, further eroding trust. As a result, the system required a level of knowledge and confidence users didn’t have, leading to drop-offs at the point of action and limiting adoption beyond traditional finance users.
Strategy
We reframed the product from a system-first experience to one aligned with how users understand money. Users could fund accounts directly within a single flow, without switching between apps, by connecting their existing asset wallets through familiar financial interactions. We shifted complexity into the system—automating decisions and sequencing actions based on user readiness—to reduce cognitive load and build trust. The experience was redesigned as mobile-first to support real-world usage patterns.
System Design
We designed a system that abstracts complexity and enables seamless fund transfers through a single, guided flow without requiring users to understand underlying mechanics. By supporting multiple integration methods and configurable platform controls, the system ensured reliability, flexibility, and scalability across diverse use cases.
AI-Assisted Design
AI was used to accelerate exploration, validate assumptions, and scale design decisions during the product development process.
Rapidly explored solution spaces through quick, iterative mockups
Synthesized insights from 100+ customer support tickets using AI to identify recurring friction points and inform product decisions
Validated assumptions using AI-assisted competitive analysis and behavioral analysis
Identified user mental models across financial products
Built an AI-assisted system to standardize UX language, improving clarity and trust
Outcome & Leadership
Designed a system that balanced simplicity for end users with configurability for enterprise clients in a B2B2C model, enabling adoption across both traditional finance and digital asset users. The product drove growth with clients including Morgan Stanley’s E*TRADE, Interactive Brokers, Tastytrade, and Gusto, and became a key revenue driver.
Partnered closely with enterprise clients as design collaborators to shape implementation and ensure a scalable, consistent experience across platforms.
