token.com
As Design Leader at token.com, I reimagined the brand ecosystem to reflect the platform’s groundbreaking innovation as a video-first social crypto trading platform. Leading hands-on end-to-end product design, I introduced bold, original features and cutting-edge UX/UI. Key innovations included the scrolling video feed with embedded trading, Web3 wallet, rewards and points experience, $token utility ideation, onboarding flow, token launchpad, and creator-focused social features–all designed to redefine user engagement with crypto. With 360° hands-on design expertise, I took a holistic approach, overseeing all aspects of design–from product and brand to communications.
VP of Design
Head of Product Design & Brand
Highlights
Product Launch | Social Video Feed and features | Web3 Wallet | Onboarding | Rewards | $TOKEN Launch | Brand Design | Design Strategy
Intro Video
How to create a Web3 Social-Fi experience that’s sticky, exciting, and truly transformational?
Starting by completely reimagining the user journey, reinventing features, and meticulously crafting every UI element. The goal? To deliver an engaging experience - one that doesn't just introduce tokens to users, but fundamentally transforms how they interact, share, and transact in the Web3 space.
UX - Flows for transaction
I ideated a user journey structure that guided users easily and directly into discovering and buying tokens. No matter where the user started in the journey, the outcome would prompt a meaningful action, creating a continuous loop of engagement that feeds back into discovery and further interaction.
Product Design - App
Product Design - Main Screens
Buy Experience
Appstore
Showcasing the app across channels
A brand built to inspire creators and token projects to tell their unique stories, connect with their communities, and harness the transformative power of tokens. No echoes, only originals. A spark to ignite imagination, a relentless dance of innovation. Forever daring, never dull.
I played a key role in shaping the token.com brand, from its core identity and narrative to the final ecosystem. This included everything from developing the storytelling, designing a user-friendly logo and identity, to ideating the motion strategy and refining Ken’s emotions and behaviors for a cohesive and impactful experience.
No echoes, only originals. A spark to ignite imagination, a relentless dance of innovation. Forever daring, never dull.
Brand
The website we initially launched connected users to their interests, highlighting the app’s personalisation features while inviting them to discover the future of tokenisation through visual storytelling.
I played a direct role in launching $TOKEN – defining its strategic purpose, utility, and overseeing all design aspects from branding to communications.
