One crypto wallet for all chains

0-> 1 Strategy

UX research

System Thinking

User testing

Strategic leadership

STRATEGIC OPPORTUNITY

Multi-chain ecosystems are accelerating, but user experiences haven't kept up.

The Web3 infrastructure landscape has exploded, 8+ EVM-compatible chains, 3+ non-EVM ecosystems (Solana, Tezos, Cosmos), each with fundamentally different account models, transaction finality guarantees, and fee markets.

>_ Existing solutions optimise for crypto-natives:

MetaMask (30M MAU), Coinbase Wallet (8M MAU), Phantom (3M MAU, Solana-only) - all assume technical proficiency.

>_ Target segment underserved:

340M crypto owners (81%) are "crypto-curious" but abandon during wallet setup due to complexity.

>_ Security anxiety is blocking activation

Users hesitate on high-stakes actions due to lack of reassurance and clarity.

Business Timing and Market

Lead product designer

0 -> 1

Lead product Designer

7 months

1 Designer, 10 Engineers, 1 Product Manager

1 Designer, 10 Engineers, 1 PM

>_ Who we are

Product Design

Graphic Design

Engineers

Blockchain infrastructure provider for the Tezos ecosystem.

>_ Business challenge:

Strong developer tools, but end-user distribution bottleneck.

>_ Strategic rationale:

Build universal wallet with first-class Tezos support to drive ecosystem adoption.

What will success look like

I defined MAU as North Star metric and designed activation flows to hit 35% Day-7 retention

North star metrics

100 K

Monthly Active Users

12 months

Monthly Active Users

12 months

Leading indicator

Connected wallets per day

K+

Wallets Created

Connected wallets per day

Engagement Depth

DApps Connected

Connected wallets per day

Monthly Revenue

At $0.02 avg fee

Connected wallets per day

DECODING FRICTION

Method to the madness

wallets analysed

Self-custody: MetaMask, Trust Wallet, Rainbow, Phantom, Temple
CeFi: Coinbase, Crypto.com, Binance
Multi-chain: Zerion, Rabby

user interviews

interviews

user interviews

→ Search and discovery patterns.

→ Navigation flows.

→ Cross-chain actions.

UX Patterns

Translated complex Web3 actions into simple mental models

Moderated sessions

→

Information density was overwhelming too much technical detail (chains, fees, assets) at once.

→

Users hesitated during high-stakes actions (send, reveal phrase, confirm swaps) due to lack of reassurance.

→

Cross-chain actions requires excessive decision-making.

→

Information density was overwhelming too much technical detail (chains, fees, assets) at once.

→

Users hesitated during high-stakes actions (send, reveal phrase, confirm swaps) due to lack of reassurance.

→

Cross-chain actions requires excessive decision-making.

"I use MetaMask for Ethereum, Phantom for Solana, Temple for Tezos. I'm constantly switching. It's exhausting"

"What if I write the recovery phrase wrong? Do I lose my money forever?"

"I started as a beginner 6 months ago. Now I do complex DeFi. Why do wallets make me choose between simple and powerful?"

Data Consolidation & Pattern Mapping

→

Confidence crisis: New users don't trust themselves to not lose money.

→

Time inefficiency: Multi-chain actions take too long (too many steps, cognitive load)

→

Security anxiety: Users hesitate on high-stakes actions (sending funds, approving transactions)

→

Confidence crisis: New users don't trust themselves to not lose money.

→

Time inefficiency: Multi-chain actions take too long (too many steps, cognitive load)

→

Security anxiety: Users hesitate on high-stakes actions (sending funds, approving transactions)

Gap 1: No wallet serves beginners well without sacrificing power user features

Gap 2: Security (seed phrase) treated as blocker, not progressive education

Gap 3: Cross-chain UX largely unsolved (separate flows per chain)

KEY INSIGHTS

Designing for distinct user mindsets

Beginner earners

→

Frictionless First-Earn Path. If users can take their first earning action in under 3 steps, they are 3–5× more likely to return (industry benchmark).

→

Inline education reduces bounce rates for first-time earners.

→

Frictionless First-Earn Path. If users can take their first earning action in under 3 steps, they are 3–5× more likely to return (industry benchmark).

→

Inline education reduces bounce rates for first-time earners.

Tezos loyalists

→

Quick actions (quick delegate, quick bridge) reduce execution time → users return because the tool respects their expertise.

→

Faster workflows = higher habitual usage = stronger MAU.

→

Quick actions (quick delegate, quick bridge) reduce execution time → users return because the tool respects their expertise.

→

Faster workflows = higher habitual usage = stronger MAU.

Alpha hunters

→

Narrative-Driven Discovery = High Return Cadence

→

Alpha users track emerging trends. Dashboard requires real-time surfacing of narratives

→

Narrative-Driven Discovery = High Return Cadence

→

Alpha users track emerging trends. Dashboard requires real-time surfacing of narratives

The trade-off I made, and this was a tough conversation with stakeholders was deprioritising NFTs and DeFi integrations for V1. I pushed back based on technical complexity vs. user value.

CORE EXPERIENCES

Translating Strategy into Flows

Onboarding - SEED PHRASE SECURITY

The industry standard: Force seed phrase backup during onboarding. You can't use the wallet until you complete it.

"I'm not ready to commit my identity to an app I just discovered. Let me explore first."

"What if I write the recovery phrase wrong? Do I lose my money forever?"

"What is a seed phrase and why am I saving it? Why will lose my wallet?"

Variant 2 - Progressive

Hypothesis: Let users create their wallet immediately, but require backup before any high-value action specifically, when the wallet has active balance.

Variant 3 - Pre-onboarding

Let users explore before committing → Lower abandonment, higher completion

Native earning

Reduced time-to-first-earn from industry standard 12 steps to 3, driving 3-5× retention lift.

>_ An earned token is primarily a swapped token. Which is fundamentally different from the original token.
Original tokens can exits on multiple networks. Swapped tokens, nested within the main token can exist on multiple protocols, networks and earning methods.