- Client
- Fold
- Role
- Head of Design
- Year
- 2022–2025
- Scope
- UX Research · Product Design · Team Leadership · Design Systems
Making Bitcoin rewards easier to understand
Fold rewards everyday purchases with Bitcoin. I joined as Head of Design and led work across onboarding, card activation, shopping, rewards, and account management.
The product had grown quickly, and the interface had not kept up. People had to learn too much before they could see why the product was useful. The team also needed a shared design system and a regular way to use research in product decisions.
What I changed
I made research part of the product cycle. Interviews, usability sessions, and product behavior showed us where the language, sequence, and underlying model confused people.
I reworked onboarding to explain the value before the mechanics. I also built a design system for iOS, Android, and web, then used working prototypes and usability sessions to test decisions before engineering committed to them.
The redesign eventually covered nearly every part of the product, including onboarding, card activation, shopping, and how Bitcoin rewards appeared in the app.
My role
I led the design team, set the direction for the redesign, and worked with product and engineering through implementation. I also established the research practice and design system.