The Challenge

Bridge Blockchain's Tech Hype with Real-World Usability. Early blockchain focused on code over users, leading to complex, untrustworthy apps.

• Adoption Barriers: Enterprises like banks hesitated due to regulatory uncertainty; everyday users faced scams and steep learning curves.

The Ask: Apply design thinking to prototype human-centered blockchain solutions, exploring DeFi, identity, and communities to drive mainstream viability. Client partners included Fidelity, Nasdaq, EY, Ford, AT&T, Deloitte, and others.

My Role

Design Lead. As lead designer, I guided multidisciplinary teams through empathy-driven workflows.

1. Insights and Ideation. Conducted ethnography with freelancers, communities, and enterprises to uncover needs like secure payments and decentralized governance. Brainstormed via workshops: "How might we use blockchain for trust in gig economies?" Key themes: Integrity, security, automation. Collaborated with partners like Fidelity for financial use cases.

2. Prototyping and Iteration. Built low-to-high fidelity prototypes, examples include digital contracts for freelancers (reputation systems to prevent late pays) and community funding via tokens (crowdsourcing local fixes). Used tools like Ethereum for MVPs, testing with users in Cambridge sessions. Iterated on UX to simplify wallets and transactions, addressing pain points like gas fees.

3. Acceleration and Scaling. Supported the launch of Startup Studio (2019) with 50+ mentors, incubating DeFi startups. Designed accelerators for 12+ cohorts, focusing on user-first protocols. Expanded to $21M Ventures fund (2020), investing early in hits. Customized for partners including Amazon on supply chains and Deloitte on audits.

Results and Impact

Shaping Crypto’s User-First Future

Portfolio Success: $1B+ value across 30+ ventures including unicorns like Compound ($3B+ market cap).

Industry Influence: Set DeFi UX standards that continue on to today and influenced partners like Amazon and Fidelity to adopt blockchain arms.