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Overview

Client: The Accounting Toolkit, a SaaS accounting platform
Objective: Redesign UI & make accounting tasks faster & more intuitive for non-accountants. Address user feedback re: difficulty navigating financial reports, setting up recurring invoices, & understanding tax calculations.

Goals & Challenges

Goals:

1. Simplify complex accounting workflows for users with limited financial expertise.
2. Improve navigation for core features like invoicing, reporting, & tax filing.
3. Reduce the time needed to complete essential accounting tasks by 25%.
   Challenges:

• Balancing ease of use for novice users while retaining advanced tools for accountants.
• Integrating new tax compliance features without overwhelming the interface.
• Limited timeline: The redesign had to be completed within 3 months to align with the upcoming fiscal year.

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Research Process

‍User Interviews: 25 existing customers:

• Small business owners w/ minimal accounting knowledge.
• Accountants using the platform to manage multiple client accounts.
  Insights:
• Small business owners found financial reports confusing & were hesitant to explore advanced features.
• Accountants wanted faster ways to toggle between client accounts & manage recurring invoices.
  Competitor Analysis: Reviewed 5 leading accounting platforms to identify common strengths & weaknesses.

Design Process

Step 1: Ideation & Sketching

• Low-fidelity wireframes for a streamlined dashboard.
• Introduced “Quick Actions” for tasks like creating invoices & uploading receipts.
  Step 2: Prototyping
• Interactive prototype w/ Figma.
• Added tooltips for complex features like tax deductions & customizable reporting templates.
  Step 3: User Testing
  Usability testing w/ 15 users
  Feedback:
• Small business owners appreciated the visualizations for cash flow & profit/loss.
• Accountants requested bulk actions for tasks like invoice approvals.

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Key Changes

1. Simplified Dashboard
2. Improved Navigation
3. Enhanced Invoicing Workflow
4. Accessibility & Onboarding

Results

Metrics:

• Task completion time for invoicing reduced by 30%.
• 85% of users rated new design “intuitive” or “very intuitive” (up from 60%).
  Impact:
  The redesign positioned The Accounting Toolkit as a user-friendly yet powerful accounting solution.

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Overview

Client: KlimaDAO, a climate-focused cryptocurrency platform.
Objective: Refresh the UI with a focus on professionalism and usability, moving away from the “degen crypto” aesthetic while supporting updated app features.

Goals & Challenges

Goals:
Enhance the app’s credibility, create a smoother, more professional user experience, and streamline key user journeys based on feedback.
Challenges:
Identifying and addressing areas that felt too complex or unpolished to the target audience, especially without losing functionality.

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Research Process

‍User Interviews: Conducted asynchronous interviews with active members from a Discord community of 10-15k to determine popular features and pain points.
Competitor Analysis: Assessed competing platforms for solutions to similar UX issues, looking for ways KlimaDAO could differentiate or improve upon these.

Ideation and Design

Started with paper sketches and low-fidelity mockups to establish design direction.
Progressively built out user journeys in Figma, increasing fidelity based on iterative feedback and balancing user needs with company goals.

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Prototyping and Testing

Testing Feedback: Identified elements that confused users or added unnecessary steps. Simplified these by removing steps and refining button text.
Iterations: Streamlined journeys and clarified labels, resulting in a more intuitive, effective prototype.

Results and Impact

Outcome: 90% of testers reported a more professional feel and faster task completion, validating both the visual update and improved efficiency of core user flows.

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Reflection

Working on KlimaDAO’s redesign deepened my appreciation for user-centered design, particularly the value of staying close to real user experiences. Engaging with our active Discord community taught me how much insight can be uncovered through simple, candid conversations, especially when people are passionate about a product.

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Overview

Client: Carbonmark, a web3 carbon retirement platform.
Objective: Remove the pre-requisite technical knowledge of blockchain in a Web-3 marketplace.

Quick Facts

Used Lucky Orange to gather preliminary data about user pain points & watch recorded user sessions to see how the customers encounter & deal with those pain points.
Reviewed dozens of recorded video meetings with customers who eventually turned us down, capturing the specific reasons they opted not to move forward with our product.
Identified a key issue with our product
Prototyped a solution.
Tested with target audience.
Adjusted prototype based on user testing results.

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The Problem

Carbonmark faced a critical usability challenge: although their blockchain-based carbon credit marketplace solved a major industry problem, the target users—corporations and funds without deep crypto experience—abandoned the onboarding flow. Users dropped out when confronted with wallet creation, USDC deposits, and blockchain connect steps. User interviews echoed the sentiment: “I just want to retire carbon credits, not learn crypto.” The question emerged: can we preserve the blockchain backend while abstracting its visible complexity?

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Ideation, Testing, & Prototyping

The solution was a “web2-style” login and deposit experience layered over the web3 architecture. Users would simply login, connect a bank account, deposit USD, buy carbon credits—while under the hood a wallet is issued and USDC is converted. I prototyped and tested with a dozen non-crypto-savvy participants (crypto knowledge ≤5/10). Key metrics: average 26 s to connect bank & deposit; 96% saw “set up deposits” first; average 48 s to cash out (identified label friction). All participants described “wallet” in everyday terms (“place to store payment methods”), showing that the abstraction was effective.

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Results

This redesign demonstrates three core strengths:
Rigorous mixed-methods research to identify a root cause
Strategic UX thinking—abstract blockchain complexity to align with user mental models while preserving product architecture
Measured impact—streamlined flows, validated with users, ready for production. The project exemplifies how thoughtful abstraction of emerging tech can broaden adoption, reduce friction, and enable a user-centric experience without sacrificing innovation.

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Overview

Client: KlimaDAO, a climate-focused cryptocurrency platform.
Objective: UI & UX Refresh

Before

The Carbon Dashboard served as a public, neutral industry resource for tracking carbon credit supply, retirement & pricing across markets. The initial version contained the necessary underlying data, but user interviews & analytics uncovered UX issues: users found the charts visually immature, encountered duplicate data, & lacked context.

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Research

I led a redesign focusing on:
Reorganize the information architecture to remove duplication
Upgrade the graphing & interaction library to provide clarity & engagement
Embed contextual insights (including real-time AI-generated commentaries) that transformed passive data into actionable understanding. For example, the prototype enabled users to tap graph points, toggle data lines via legend at the bottom of each card (which usability testing showed was the optimal placement), & switch between comparable views using segmented toggles.

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Ideation, Testing, & Prototyping

We identified key optimization metrics & refinements: the legend’s bottom-center placement was the most intuitive, mobile tap regions needed clearing around the “Details” button at the top-right, & redundancy was reduced by collapsing duplicate cards. Once validated, the final design included a mono-chromatic palette with luminosity variance calibrated for color-blind accessibility & ensured each graph maintained sufficient contrast under WCAG guidelines.

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Results

The outcome achieved its goal—industry transparency—while improving clarity, usability, & accessibility. By redefining how users consumed & interacted with carbon market data, the redesign enabled a broader audience to make sense of complex systems without prior crypto or carbon-market expertise. This case exemplifies how thoughtful UI & UX design—grounded in research & built for inclusivity—can turn dense analytics into meaningful, widely adopted tools.

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Overview

Client: Carbonmark, a web3 carbon retirement platform.
Objective: MVP Design, 0-1

Background

The challenge was clear: while the platform’s blockchain-powered infrastructure offered cutting-edge benefits, the target users—large corporations, funds, and non-crypto-native buyers—faced friction in onboarding, wallet setup, and navigating the decentralized finance elements. The design goal was to strip away cryptocurrency complexity and deliver a familiar “web2” experience layered on a powerful web3 backend.

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Process

Working with branding, engineering, and product, I helped shape the UX by focusing on what users actually wanted: a simple, intuitive way to buy, trade, or retire carbon credits without needing blockchain expertise. The onboarding journey was reimagined so that users could log in, link their bank, deposit USD, and transact—while behind the scenes a wallet was created, USDC converted, and blockchain contracts executed. User research, community feedback from a 60K-member Discord, and FullStory analytics helped validate the approach and refine key flows.

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Solution

The solution offers a clean marketplace interface comparable to traditional e-commerce, with seller listings, project details pages, and a clean, transparent checkout. It hides the complexity of smart contracts and on-chain transactions while preserving the underlying architecture that supports verified, auditable carbon credits. By emphasizing accessibility (zero crypto literacy required), transparency (pricing, project info, credentialing), and scalability, the redesign opens the market to non-crypto adopters and positions Carbonmark as a gateway to the Digital Carbon Market.

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Results

This case study showcases my ability to combine strategic UX thinking, user research, and design execution in emerging-tech environments—creating a product experience that aligns with user mental models, business goals, and technical architecture.

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Overview

Client: Edgeli, a GIS platform with powerful AI analysis tool
Objective: MVP Design, 0-1

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Background

Edgeli is a B2B SaaS startup focused on accelerating the decarbonization of the U.S. energy grid through an AI-powered analytics platform for utility companies. I was brought on as the lead UX designer to transform a dense 20-page technical brief into a clear product strategy and early product experience. Working closely with the CEO and stakeholders, I defined key user stories, mapped essential workflows, and guided a junior designer through execution while managing timelines, requirements, and client collaboration.

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Process

Through iterative discovery and design, we created a dashboard centered around high-value insights — map-based utility asset visibility, segment-level performance analytics, and intuitive filtering for complex grid datasets. Early feedback showed utilities were overwhelmed by too much raw data, so I refined hierarchy, interaction patterns, and data visualization to reduce cognitive load and help decisions surface faster. We validated designs through stakeholder reviews, evolving the experience into a scalable system ready for pilot deployment.

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Results

Although still under NDA, the initiative demonstrated my ability to lead 0-1 design in emerging tech environments — aligning vision, simplifying specialized workflows, and delivering a polished solution in a highly technical domain. The work solidified Edgeli’s product direction and provided a clear UX foundation for future investment, development, and commercialization.

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