I led the redesign of BlockFi’s crypto trading interface, reimagining the end-to-end user experience to drive clarity, trust, and efficiency across high-value financial transactions.

Beginning with in-depth user research and usability audits, I helped define the product vision, streamlined core workflows, and elevated the visual hierarchy to support confident decision-making. I designed key flows for buying, selling, and transferring digital assets, incorporating user feedback and behavioral data to reduce friction and enhance usability.

Working closely with product, engineering, and senior leadership, I delivered a scalable, intuitive interface that aligned with both business goals and the expectations of a rapidly growing user base in the crypto space.