TrueFi UI/UX and Brand Design Overhaul

TrueFi is a DeFi protocol by TrustToken enabling uncollateralized on-chain lending — a bold leap in decentralized finance where capital efficiency and trust must coexist. Operating in a high-stakes financial environment, TrueFi needed a seamless user experience to guide users across lending, staking, farming, and governance, while maintaining credibility with both institutions and crypto-native users. As Principal Product Designer, I led design across core product, brand identity, web, marketing, and community engagement — building a cohesive and scalable design foundation from scratch.

2019 — 2021

Principal Designer

Product Design

Brand Identity

Brand Strategy

Design System

UX Architecture

Marketing Design

Mascot Development

The goal was to build a trustworthy, scalable product and brand system for TrueFi — one that simplifies complex DeFi interactions like lending, staking, and farming, while earning user trust through transparency and design clarity. At the same time, the design needed to establish a strong, recognizable brand presence and actively support community growth and broader ecosystem expansion.

The process began with a comprehensive discovery and audit phase. I conducted a deep analysis of user behavior, DeFi UX patterns, and market competitors. Through stakeholder interviews and data reviews, I identified critical friction points across the early product prototype and marketing materials, providing a foundation for targeted design improvements.

With no legacy systems to constrain us, I developed a new UX architecture from the ground up. This framework prioritized protocol flexibility while simplifying user flows. I mapped key user journeys — spanning staking, governance, and lending — to ensure consistency, accessibility, and modularity across the platform.

In parallel, I led cross-platform execution, collaborating closely with engineers and stakeholders to launch core features across web, mobile, and marketing assets. I also established a unified visual system to maintain brand consistency across all touchpoints, from interface design to external communications.

I led the design of TrueFi’s core user experiences — from lending and staking to yield farming and governance. Each product vertical was crafted to transform complex DeFi mechanics into clear, approachable flows. I introduced a modular dashboard architecture to unify fragmented financial data, and implemented interface patterns like tooltips and microcopy that reduced cognitive load and helped de-risk user decisions. The experience was mobile-optimized from the start to ensure accessibility for on-the-go investors.

To build long-term brand equity, I evolved an early-stage visual concept into a scalable identity system. This included establishing a design language with structured guidelines for color, typography, UI states, and iconography — ensuring brand consistency across product, marketing, and community platforms. I also created token icon sets, ecosystem visuals, and campaign assets that helped TrueFi stand out in a saturated DeFi landscape.

I developed a visual voice that resonated with both degens and institutions. This included designing a community mascot to humanize the protocol and make it more relatable across channels like Telegram. I produced milestone visuals, shareable ambassador kits, and social graphics that empowered the community to promote the brand organically, boosting platform visibility and loyalty.

I led the full redesign of trusttoken.com and truefi.io, transforming it from a basic web3 landing page into a high-conversion platform tailored to investors, institutions, and the crypto community. This included integrating live metrics like TVL and APY, structuring content around trust and clarity, and aligning brand tone across all touchpoints. The site became a central hub for storytelling, user education, and investor confidence.

Through a combination of product design, system thinking, and brand development, I helped scale TrueFi to over $300M+ in Total Value Locked. I led the design and launch of core features — including staking, lending, governance, and farming — all built from scratch and optimized for clarity, trust, and usability. These efforts contributed to strong user adoption and positioned TrueFi as a leader in uncollateralized DeFi lending.

Beyond the product, I boosted community engagement by introducing a platform mascot and designing high-impact visuals for milestones, token events, and social campaigns. I also implemented a shared design system that reduced iteration cycles and improved cross-team collaboration. Throughout the project, I maintained consistent UX and visual quality across all product and marketing touchpoints — reinforcing both institutional credibility and community alignment.