A crypto-fintech building a financial layer for stable returns.
Given the product's novel positioning, rebuilt the landing as a founder's narrative letter — the format that best conveys a complex delta-neutral strategy to a retail audience — +40% conversion to deposits
Analytics showed many new users were skipping the landing entirely, arriving in the app straight from social posts where authors linked the app, not the site. Redesigned the app so it carries all the context the landing used to provide, removing friction for first-time users — +30% conversion to deposits
Transformed a basic dashboard into a full fintech toolkit — swap, rewards, detailed analytics
Drove A/B tests and conversion experiments across the deposit funnel — data-driven iteration on both landing and app informed every major redesign
Launched a bold brand identity with Renaissance motifs — retail crypto responds better to audacious visuals
TVL: $10M → $530M at peak; product repositioned from a stablecoin into a consumer financial platform