Stealth DeFi / Crypto

I can't share much about this project as it is for a stealth DeFi company that is yet to fully launch but I truly believe blockchain and decentralized networks are the future.

Web3, NFTs, the Metaverse... these all might be buzz words right now but anyone who is paying attention can see these are going to disrupt trillion dollar industries in the next few years.

Crypto is not new, but it's very new to the average

consumer. New = products MUST educate the market.

Creating a user experience that is approachable, has an ELI5 feel and a sexy brand is key to product success and market traction.

Founding team

Head of Design

6-12 months

Create a brand, and various web and native prototypes for an up-and-coming DeFi app.

No matter the product, it all starts with research and understanding the existing marketplace.

Working with the founding team, we established the largest competitors and broke down what others are doing right and where the opportunities abound.

Speed is the name of the game for all fast-moving startups, so we skipped the hand drawn sketches and jumped right into Figma.

We developed multiple prototypes per week for user testing and to get us to the next steps of high-fidelity.

After learning fundamental flow positives and negatives via rapid, clickable prototypes, it was time to involve the rock star dev team.

We started bringing medium-fidelity designs into code to give to limited users for early alpha testing for rapid learnings.

After initial hypotheses were validated via rapid testing, high fidelity screens were created and updated via nightly builds.

Branding removed and final screens modified for NDA.

This project is still in its stealth stages and should be shipping in the next 12 months, however I have no control over that as I have moved on from the contract and delivered all assets needed. I have a feeling this is going to be a very large win.

This project was one of the most efficient I have worked on due to the passion of the founding team for rapid prototyping and product simplicity. Excited for this project to reach more people.

One of the key takeaways is just how important it is to be in lock-step with a talented development team. If you have that alignment, projects can move 10x faster, which is make or break in a startup environment.