Client
Moonfin
Role
Lead Designer, Brand Designer
The intro
<!-- Role -->
Lead Product Designer (End-to-End Experience Strategy)
Owned product experience strategy from discovery to prototype validation, including research synthesis, IA decisions, interaction design, and usability measurement. Collaborated with founders and engineers to align user trust objectives with business adoption goals.
<!-- Objective -->
Increase adoption of stablecoin-based investing by reducing perceived financial risk and simplifying the user’s mental model of how money flows through the system.
Designed a trust-first investment experience in a high-risk financial category.
<!-- Key outcomes -->
The product was to be launched, but was paused due to changes in crypto regulations in India.
Outcomes from initial user testing
Reduced time-to-understand core workflow by 40%
Improved task completion rate during prototype testing
Increased perceived usability and clarity in post-test surveys
<!-- Challenge -->
Crypto adoption in India was limited by regulatory uncertainty, volatility perception, and lack of clarity around stablecoin mechanics. Users did not hesitate because of missing features, they hesitated because they did not fully understand how their money moved or how risk was managed.
The challenge was to design an experience that reduced ambiguity at every commitment moment.
The process
<!-- Mapping the competitive terrain -->
Analysed major platforms (e.g., Binance, Kraken, etc.) to identify positioning gaps.
Most competitors:
Used high-intensity visual systems
Emphasised returns over explanation
Required early KYC
Focused on trading complexity
Opportunity identified:
Differentiate by simplifying the mental model and reducing cognitive load for first-time investors.
<!-- Decoding the Indian investor -->
Users were more concerned about legitimacy and risk clarity than ROI.
Terminology-heavy explanations increased hesitation.
Early KYC created unnecessary friction before trust was built.
Users needed repeated reassurance at high-risk interaction points.
These insights reframed the problem from feature depth to risk perception.
<!-- Aligning with user objectives - framework-->
We applied the Jobs To Be Done (JTBD) framework to reframe the product problem around user intent rather than features.
Instead of asking: “How do we build a crypto app?” We asked: “What job is the user hiring this product for?”
Primary Job:
“Help me grow my money safely without feeling uncertain or overwhelmed.”
Functional Job:
Understand how my money moves
Verify legitimacy before investing
Track investment clearly
Emotional Job:
Feel confident before committing
Reduce fear of making a wrong decision
Avoid embarrassment from not understanding crypto terminology
Social Job:
Feel informed and financially aware
Using JTBD shifted our focus from adding trading depth to reducing perceived risk and ambiguity.
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<!-- Solution -->
Designed a trust-first investment experience structured around progressive commitment.
Key decisions:
Dashboard-first IA to provide context before action
Delayed KYC until investment intent
Repeated contextual explanation of INR → stablecoin → return flow
Modular card-based architecture for scalable financial grouping
Calm visual system to stabilize emotional response during financial decisions
The system was designed to reduce ambiguity at commitment moments rather than accelerate transactions.
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