Top 10 Crypto Exchange · Neo-Banking · 0→1 Launch · 2025
A top 10 global crypto exchange wanted to move beyond trading and build a bank for a new generation of wealth builders. I led the design from blank canvas to global launch, defining the vision, running research across five markets, and sweating every interaction until it shipped. $7M+ transaction volume in eight weeks. 30,000+ card orders. A validated product across five continents.
The Approach
I owned the product design vision from zero. Before a single screen was designed, I defined what the product should be, and just as importantly, what it shouldn't.
Five-market research programme, Conducted research with 100+ participants across the UK, Europe, US, Middle East, and Africa. Tested IA patterns from incumbent banks to neobank conventions to product-native concepts. The findings gave us conviction to respect familiar patterns where needed, and break from them where our customers demanded something new.
Product vision and positioning, Partnered with Brand, Marketing, and PMM to define go-to-market positioning before designing flows. This wasn't a handoff relationship, I was in the room shaping what the product stood for alongside commercial partners.
End-to-end product design, Onboarding, payments architecture, debit card lifecycle, account management, transaction history, P2P transfers. Every screen, every state, every edge case. I led a designer on interaction design, illustration, motion, and animation while maintaining craft standards across the entire surface.
Premium metal card experience, Designed a deliberately elevated tier with bespoke animations and interactions engineered to make premium customers feel the value of their status. The unboxing moment, activation sequence, and ongoing card management were crafted as a cohesive luxury experience.
Engineering partnership for pixel accuracy, Worked directly with engineers to ensure every interaction behaved exactly as designed. Animation curves, response states, micro-transitions, pixel accuracy was the baseline, not the aspiration.
"Research told us customers didn't want crypto to feel like crypto. They wanted their money, all of it, to feel like it belonged in the same place. That insight shaped everything."
The Outcomes
The product launched simultaneously across five markets, and the early numbers validated every design decision.
$7M+ transaction volume generated in the first eight weeks, validating both the product proposition and the experience design.
30,000+ card orders at launch, with the premium metal tier significantly over-indexing on initial projections.
Customers transacting an average of 6× per week, indicating genuine utility, not novelty.
$10M+ assets on platform within eight weeks, alongside high early retention signalling strong product-market fit across five global markets.
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