Democratize access to wealth creation by reinventing global investment
As the VP of Product Design, I was a strategic design partner to C-suite executives (CEO, CTO, CPO, COO), where I executed a design vision and strategy to transform the product into a comprehensive blockchain SaaS platform. Through cross-functional collaboration with Product, Marketing, Engineering, QA, Support, and Business Development teams, I led the strategic redesign of core product experiences including token creation, onboarding and the token marketplace for investors and issuers.
Additionally I executed a design vision to re-establish the US market brand identity that was supported by a robust design system, flexible workflows, and rapid AI prototyping with replit and Figma, in order to facilitate the alignment of design and product roadmaps.
Wireframe - New Token Creation process - Region Selection
Design Vision
To deliver a unified platform that will provide unique experiences across our products that empower our customers to achieve more.
Improved Core Experiences
At the beginning of Q2, 2025, a major friction point was identified through customer testing and Voice of the Customer (VoC) interviews regarding the complexity of creating a new token to sell on the in-platform marketplace.
Working with Product, I facilitated a Foundation Sprint to identify exactly what we wanted to solve and how we could provide a solution that only we could deliver.
Through multiple Design Sprints I designed a new experience (wireframes and prototype) that leveraged modern approaches like conversational design and invisible UI to reduce the cognitive load and increase the overall process through single tasks with improved direction and context.
Mid Q2, 2025, we began testing this new experiences with customers with a functional Figma prototype, with an initial beta launch planned for Q3, 2025.
Before and After - Dashboard
Mobile Design Strategy
Offering customers the mobile experience they expect by providing singular task-based experiences specifically optimized for mobile consumption.
Mobile First Design
The platform was not optimized for mobile consumption, so we worked with the Engineering team to quickly update the responsive layouts and made them Mobile First in design and functionality.
The development updates were focused on updating the individual components and the primary navigation. The work was completed in one week to meet the deadline for a major industry convention the following week (end of Q1, 2025).
The improved mobile experience positively impacted sales and marketing efforts at the convention allowing current and potential customers to use the live product on the convention floor with their mobile devices.. These quick efforts greatly improved the product image, strengthened the company brand, and increased new customer acquisition.
Transparency & Empowerment
Current
Although functional, this application did not meet customer expectations on a modern, streamlined process. Multiple call-to-actions (CTAs) and the form layout were confusing and lead to multiple errors and customer frustration.
New
Leveraging conversation design and providing a clear distinction between the “From” and “To” sections, created a clear intention with a the single CTA.
In addition, the inclusion of supported blockchain exchanges provided validity through brand recognition along with the self-service help section for customer empowerment.
Rapid AI Prototyping
After testing the above design with customers, we then used replit to quickly build a functional prototype based on the original Figma designs for the Bridge CHEX application.
Harnessing the power of vibe-coding and our HTML and CSS knowledge, the design team was able to deliver a functional prototype that was then handed over to Engineering to begin connecting it to existing APIs and our blockchain to make it fully functional.
Scheduled to launch in the second half of 2025.
Crafted Experiences
Actively experiment with innovative methods for solving real problems
Apply data-driven designs to create unique and innovative experiences
Encourage everyone to address challenges in new and interesting ways
Design Strategy
Deliver exceptionally crafted experiences that empower our customers to achieve success so when they win, we win.
Empowered Customers
Establish and maintain Voice of the Customer (VoC) based research to facilitate the continuous improvement of the customer experience
Leverage customer insights, analytics and market research to identify and exceed customer needs.
Design Roadmap / 2025
Achieving Success
Solve problems in ways that only we are able to deliver
Evolve and adapt as the world (and market) changes
Improve people’s lives
Definition of Done
All designs delivered from the Design Team will go through a review process to ensure we are meeting our standard guideline
If designs are iterated during the Development and QA processes they will need to be reviewed to ensure we are still meeting our standard guidelines.
Design Operations
How we deliver.
Design Strandards
All designs must meet the following standards
Accessibility
Content
Brand
Design
Analytics
Design Process
Define
Design
Deliver
Measure