my role
Wefi as a company was going through critical transition from rebranding to repositioning, I partnered with the core team & founders to build their lending and leverage platform. As lead product designer, I helped craft the end-to-end user experience and visual design, shaping a seamless interface that embodied Wefi's renewed vision and set new standards for leverage vaults.

Design Approach
Our aim was to make it intuitive and easy for newly onboarded users to use decentralized apps. Visually, I crafted a design that straddled the fine line between simplicity and uniqueness, borrowing patterns from apps that average internet users are already familiar with, for ease of use. Blue remained the primary color for the brand, with spring green providing vibrant accents, while maintaining a clean, light foundation for the UI components. The primary area of focus shifted to the subtler arts of user experience: seamless transitions, compelling copy, comprehensive user education, and crystal-clear readability. These elements wove together to create a framework of trust, guiding new users through the complex world of leveraging and investing with the comfort of a familiar interface.

Reinforcing safety and nudges
The DeFi landscape is infamous for wallet phishing, lost funds, and rampant scams, so we prioritized reinforcing user trust and fund security. Simultaneously, we strategically implemented incentive-based nudges for better earning opportunities to guide users toward beneficial actions, balancing safety with engagement.

Leverage invest in favorable asset
WeFi's dApp flow was built around one priority: asset discovery. Each asset a user held opened into a dedicated flow, surfacing the details that mattered most, the vault it belonged to, and the yield it could generate.
At the center of this was Zap, a genuinely novel piece of tech integration for its time. Users could deposit any asset, and the system would handle the swap into whatever asset the vault required no manual conversion, no separate trip to a DEX.
The real UX challenge was underneath that simplicity: giving users control over how that swap happened. Each route came with its own exchange rate and completion time, so the flow needed to expose that trade-off clearly control without overwhelming a user who just wanted their asset in the vault.
Copy played an equally important role in lowering the barrier to entry. We moved away from crypto-native terminology in favor of language borrowed from familiar fintech patterns - "Invest," "Repay" so first-time users could navigate the app on mental models they already understood, without needing to first learn the vocabulary of DeFi.

Investment Portfolio: A Bird's-Eye View
The driving force behind the investment portfolio's design was to give users instant clarity. At a glance, users should be able to assess their position performance, track changes since their last visit, and view a comprehensive overview of all open investments — whether in leverage vaults or lending markets. This at-a-glance approach keeps users informed and builds trust in the platform over time.

Closing note
Collaborating closely with founders in the DeFi space to build WeFi's product from the ground up was a humbling experience. As lead designer of WeFi's end-to-end product and website design, I felt privileged to contribute to their journey. The crowning achievement came when WeFi's successful IDO followed the launch of our diligently crafted product and website validating our collective effort and vision.