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Overview

<!-- My Role & Scope -->

  • Led UX direction from research through final interface design

  • Synthesised stakeholder and user insights into personas and journey maps

  • Defined information architecture and core interaction flows

  • Created and validated low-fidelity wireframes

  • Designed the visual system and foundational component library

  • Collaborated closely with engineering during feasibility discussions

<!-- Context -->

Moonfin was a crypto investment platform designed for cautious first-time investors in India.

While the business model was defined, the user experience required clearer structure around trust, money flow, and perceived risk. The focus was on simplifying complex financial concepts into an understandable and confidence-building experience.

<!-- Objective -->

Increase adoption of stablecoin-based investing by reducing perceived financial risk and simplifying how users understand money movement and returns.

A trust-first crypto investing experience designed for cautious first-time Indian investors

<!-- Initial Validation Insights -->

(The product was to be launched, but was paused due to changes in crypto regulations in India.)

<!-- Challenge -->

Crypto adoption in India was limited by regulatory uncertainty, volatility perception, and lack of clarity around stablecoin mechanics. Hesitation wasn’t driven by missing features - it was driven by lack of clarity around money movement and risk management.

The process

<!-- Mapping the competitive terrain -->

To understand how Moonfin should position itself, we analysed leading crypto platforms including Binance, Coinbase, Kraken, and regional exchanges operating in India.

Observations

  • Most platforms prioritised trading depth and advanced features

  • Interfaces were dense and visually intense

  • Risk communication was minimal or secondary

  • KYC and commitment were required early in the flow

  • Financial mechanics were not clearly explained for first-time users

Key Insight : The hesitation wasn’t about feature gaps — it was about clarity and perceived safety.

Strategic Opportunity: Position Moonfin as a trust-first platform by:

  • Simplifying the mental model of how money flows

  • Explaining risk before encouraging action

  • Structuring the experience around progressive commitment rather than aggressive trading

The comparison below helped clarify where competitors were over-indexed on complexity and under-indexed on clarity.

<!-- Decoding the Indian investor -->

Through interviews and exploratory discussions, we identified a clear pattern:

  • Trust and legitimacy mattered more than return potential

  • Crypto terminology created cognitive overload for first-time investors

  • Early KYC steps felt premature before trust was established

  • Users sought reassurance at every financial commitment point

Core Insight: The barrier wasn’t access - it was confidence.

This shifted the problem from “how do we build a better trading app?” to “how do we design an experience that reduces perceived risk at every step?”

  • 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.

The core issue wasn’t feature depth - it was perceived risk.

<!-- Reframing the Problem Around User Intent-->

Instead of designing around trading features, we reframed the product around user intent - what problem users were actually trying to solve.

Through research, it became clear that most first-time Indian crypto investors were not looking for advanced trading tools. They were looking for clarity, safety and reassurance.

Core User Intent: “Help me grow my money safely, without feeling confused or exposed to unknown risks.”

What Users Needed Functionally:

  • Understand how their money moves within the platform

  • See clear explanations of risk and returns

  • Track investments without complexity

  • Complete required steps without friction

What Users Needed Emotionally:

  • Feel confident before committing funds

  • Reduce fear of making a wrong decision

  • Experience reassurance at key financial steps

What Users Needed Socially:

  • Feel informed and financially responsible

  • Avoid appearing uninformed when discussing crypto

This reframing shifted the product direction from feature depth to trust-building. It directly influenced the onboarding structure, dashboard layout and progressive investment model used in the final experience.

<!-- User Journey & Friction Points-->

<!-- Solution -->

Based on the research and journey mapping, the solution focused on building trust before action. Instead of pushing users toward trading complexity, the experience was structured around clarity, transparency and progressive commitment.

Core Design Principles:

  • Dashboard-first architecture to reduce navigation friction

  • Progressive commitment model (learn → understand → invest)

  • Clear breakdown of money movement and returns

  • Modular card-based layout for financial transparency

  • Calm, trust-forward visual system

<!-- Reflection -->

If taken forward, I would validate:

  • Onboarding drop-off rate

  • First investment conversion

  • Repeat investment behaviour

The hypothesis: reducing ambiguity increases confidence-driven action.

<!-- Colour palette-->

<!-- Iconography-->

<!-- Typography-->

<!-- Card library-->

THOUGHTS

CONTACT

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THOUGHTS

CONTACT

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