Fold App

Making Bitcoin rewards easier to use

Fold rewards everyday purchases with Bitcoin. I joined as Head of Design and led the product design work across onboarding, card activation, shopping, rewards, and account management.

The product had grown quickly. New features arrived faster than the interface could absorb them, so people had to learn too much before they could see the value. The team also lacked a shared design system and a consistent way to bring user evidence into product decisions.

What I changed

I started by making research part of the normal product cycle. Interviews, usability sessions, and product behavior helped us see where the language, sequence, and mental model were breaking down.

That work led to three connected changes:

• Reworked onboarding so the product explained the value before asking people to understand the mechanics.
• Built a design system that gave product and engineering a shared set of components and interaction patterns across iOS, Android, and web.
• Used working prototypes and regular usability sessions to test decisions before the team committed to building them.

The redesign eventually touched nearly every part of the product, including onboarding, card activation, shopping, and the way Bitcoin rewards were shown.

My role

I led the product design practice, managed the design team, set the direction for the redesign, and worked with product and engineering through implementation. I also established the research and design-system work that let the team make decisions with more consistency.

Visit Fold