Business Strategy
Marketing
UI UX Design
Project Management
Grant Acquisition
Networking
VESPR Wallet
VESPR Wallet
VESPR Wallet
VESPR Wallet
VESPR Wallet
VESPR Wallet
VESPR Wallet is a non-custodial crypto wallet application for the Cardano blockchain, available on the Apple App Store, Google Play Store and Chrome Web Store.
VESPR Wallet is a non-custodial crypto wallet application for the Cardano blockchain, available on the Apple App Store, Google Play Store and Chrome Web Store.
VESPR Wallet is a non-custodial crypto wallet application for the Cardano blockchain, available on the Apple App Store, Google Play Store and Chrome Web Store.
VESPR Wallet is a non-custodial crypto wallet application for the Cardano blockchain, available on the Apple App Store, Google Play Store and Chrome Web Store.
VESPR Wallet is a non-custodial crypto wallet application for the Cardano blockchain, available on the Apple App Store, Google Play Store and Chrome Web Store.
VESPR Wallet is a non-custodial crypto wallet application for the Cardano blockchain, available on the Apple App Store, Google Play Store and Chrome Web Store.
June 2021 – April 2024
Timeline
Co-Founder
UI UX Design
Product Manager
Marketing Strategy
Role
June 2021 – April 2024
Timeline
Co-Founder
UI UX Design
Product Manager
Marketing Strategy
Role
Background
Background
Co-founder, lead designer, product owner, project manager and marketing strategist for VESPR Wallet, a successful non-custodial Cardano blockchain wallet application. My responsibilities included developing the go-to-market product roadmap, designing the UI UX of the application and website, and strategizing compelling marketing campaigns to drive significant user acquisition and engagement.
Under my leadership, I negotiated and secured all major partnerships and deals for VESPR, saving the company over 50% in costs and generated substantial revenue, transforming VESPR Wallet into a self-sustaining, revenue generating company. I achieved an average monthly revenue of $50,000/mo, over $40 million in trading volume within the first year of launch, and secured over 17,000 monthly active users (MAU) with a 25% retention rate. Additionally, I managed and successfully acquired over $250,000 in grant funding for VESPR Wallet.
I executed strategic social media marketing campaigns, leading to substantial increases in brand awareness, customer loyalty, followers, and user engagement, taking VESPR from 0% user market share to over 50%.
My design work focused on simplifying the complex and abstract concepts of web3 technology, specifically the Cardano blockchain, into an easy-to-use, intuitive and user-friendly interface and experience.
Co-founder, lead designer, product owner, project manager and marketing strategist for VESPR Wallet, a successful non-custodial Cardano blockchain wallet application. My responsibilities included developing the go-to-market product roadmap, designing the UI UX of the application and website, and strategizing compelling marketing campaigns to drive significant user acquisition and engagement.
Under my leadership, I negotiated and secured all major partnerships and deals for VESPR, saving the company over 50% in costs and generated substantial revenue, transforming VESPR Wallet into a self-sustaining, revenue generating company. I achieved an average monthly revenue of $50,000/mo, over $40 million in trading volume within the first year of launch, and secured over 17,000 monthly active users (MAU) with a 25% retention rate. Additionally, I managed and successfully acquired over $250,000 in grant funding for VESPR Wallet.
I executed strategic social media marketing campaigns, leading to substantial increases in brand awareness, customer loyalty, followers, and user engagement, taking VESPR from 0% user market share to over 50%.
My design work focused on simplifying the complex and abstract concepts of web3 technology, specifically the Cardano blockchain, into an easy-to-use, intuitive and user-friendly interface and experience.
Milestones
Branding & UI/UX Design
Designed the VESPR logo and entire UI/UX of the VESPR Wallet application and website
Designed the VESPR logo and UI/UX of the VESPR Wallet application and website.
High-growth product strategy
Led the go-to-market product strategy and design for the application, achieving an average of over $50k MRR, over $40M+ in trading volume, 17k+ MAU, 50k+ wallets created, 20k+ app downloads, 25%+ retention rate
Led the go-to-market product strategy and design for the application, achieving an average of over $50k MRR, over $40M+ in trading volume, 17k+ MAU, 50k+ wallets created, 20k+ app downloads, 25%+ retention rate.
Built a global audience of 10,000+
Developed strategy and executed high-impact social media marketing campaigns, achieving an 1000% increase in followers and brand awareness and a 5000% increase in user engagement and impressions.
Secured grant funding
Secured grant funding, overseeing research, marketing, management and acquisition of over $200k+ in grants.
100% bootstrapped
Transformed VESPR into a self-sustainable, revenue-generating company without any external funding.
Captured over 50% marketshare
Captured over 50% of user market share in the Cardano blockchain ecosystem, outperforming already-established wallets.
Product Strategy
Product Strategy
1
Simplify the complexity of Cardano blockchain mechanisms for the everyday user to drive adoption
In the realm of blockchain technology, cryptocurrency wallets have emerged as first user-facing product to manage your cryprocurrency assets and access decentralized blockchain applications (dApps). The unique and advanced complexity of the Cardano blockchain in particular needs to be approached carefully to establish a user-centric design, offering challenges like how to educate users on the Cardano blockchain staking mechanisms, Unspent Transaction Outputs (UTXOs) and their UX limitations, and seed phrase storage to name a few.
1
Simplify the complexity of Cardano blockchain mechanisms for the everyday user to drive adoption
In the realm of blockchain technology, cryptocurrency wallets have emerged as first user-facing product to manage your cryprocurrency assets and access decentralized blockchain applications (dApps). The unique and advanced complexity of the Cardano blockchain in particular needs to be approached carefully to establish a user-centric design, offering challenges like how to educate users on the Cardano blockchain staking mechanisms, Unspent Transaction Outputs (UTXOs) and their UX limitations, and seed phrase storage to name a few.
1
Simplify the complexity of Cardano blockchain mechanisms for the everyday user to drive adoption
In the realm of blockchain technology, cryptocurrency wallets have emerged as first user-facing product to manage your cryprocurrency assets and access decentralized blockchain applications (dApps). The unique and advanced complexity of the Cardano blockchain in particular needs to be approached carefully to establish a user-centric design, offering challenges like how to educate users on the Cardano blockchain staking mechanisms, Unspent Transaction Outputs (UTXOs) and their UX limitations, and seed phrase storage to name a few.
2
A product to champion Cardano
The Cardano blockchain and its community often face misrepresentation and prejudice within the web3 space. Our goal is to develop a front-facing product that converts skeptics and detractors, addressing and eliminating the wallet attack vector. Since wallets are the primary portal into a blockchain ecosystem, making a strong and positive first impression is crucial.
2
A product to champion Cardano
The Cardano blockchain and its community often face misrepresentation and prejudice within the web3 space. Our goal is to develop a front-facing product that converts skeptics and detractors, addressing and eliminating the wallet attack vector. Since wallets are the primary portal into a blockchain ecosystem, making a strong and positive first impression is crucial.
2
A product to champion Cardano
The Cardano blockchain and its community often face misrepresentation and prejudice within the web3 space. Our goal is to develop a front-facing product that converts skeptics and detractors, addressing and eliminating the wallet attack vector. Since wallets are the primary portal into a blockchain ecosystem, making a strong and positive first impression is crucial.
3
Gaining majority marketshare in the face of competition
Going to market when there are 8 other Cardano wallet applications already established, the friction of seed phrase secuirty and storage, self-funded development and limited resources presents great challenges and requires tactical development strategies and marketing campaigns to convert those existing Cardano users and capture new users from outside the Cardano ecosystem.
3
Gaining majority marketshare in the face of competition
Going to market when there are 8 other Cardano wallet applications already established, the friction of seed phrase secuirty and storage, self-funded development and limited resources presents great challenges and requires tactical development strategies and marketing campaigns to convert those existing Cardano users and capture new users from outside the Cardano ecosystem.
3
Gaining majority marketshare in the face of competition
Going to market when there are 8 other Cardano wallet applications already established, the friction of seed phrase secuirty and storage, self-funded development and limited resources presents great challenges and requires tactical development strategies and marketing campaigns to convert those existing Cardano users and capture new users from outside the Cardano ecosystem.
4
Scaling the developer team to gain competitive edge
With no external funding, limited revenue, and limited talent pool of qualified developers, the challenge of scaling the developer team to complete development milestones and meet roadmap timelines must be strategically planned, balancing our resources.
4
Scaling the developer team to gain competitive edge
With no external funding, limited revenue, and limited talent pool of qualified developers, the challenge of scaling the developer team to complete development milestones and meet roadmap timelines must be strategically planned, balancing our resources.
4
Scaling the developer team to gain competitive edge
With no external funding, limited revenue, and limited talent pool of qualified developers, the challenge of scaling the developer team to complete development milestones and meet roadmap timelines must be strategically planned, balancing our resources.
Solutions
Solutions
1
Simplifying the complexity of Cardano blockchain mechanisms for the everyday users to drive user adoption
In designing VESPR Wallet, I aimed to create a product that was mature, sleek, and professional, avoiding the cutesy, animal-themed aesthetics often prevalent in the Web3 space. This approach respects users' intelligence and sets a higher standard for UI/UX in the Cardano ecosystem. As the primary interface for accessing Cardano dApps, the wallet needed to be fast, visually appealing, and user-friendly to ensure users were proud to showcase it to their friends, family, and peers from other blockchain ecosystems. I prioritized making swaps intuitive, fast, and responsive. Given Cardano's relatively slow processing of smart contract operations compared to blockchains like Solana, I focused on shaving time off each swap to enhance the user experience. Each swap transaction is tracked and given a status throughout its on-chain process, providing users with a clear understanding of their funds' status, which is crucial during the several seconds to minutes it may take for transactions to process. This comprehensive approach not only makes the Cardano blockchain more accessible and user-friendly, but increases swap revenue by decreasing friction.
1
Simplifying the complexity of Cardano blockchain mechanisms for the everyday users to drive user adoption
In designing VESPR Wallet, I aimed to create a product that was mature, sleek, and professional, avoiding the cutesy, animal-themed aesthetics often prevalent in the Web3 space. This approach respects users' intelligence and sets a higher standard for UI/UX in the Cardano ecosystem. As the primary interface for accessing Cardano dApps, the wallet needed to be fast, visually appealing, and user-friendly to ensure users were proud to showcase it to their friends, family, and peers from other blockchain ecosystems. I prioritized making swaps intuitive, fast, and responsive. Given Cardano's relatively slow processing of smart contract operations compared to blockchains like Solana, I focused on shaving time off each swap to enhance the user experience. Each swap transaction is tracked and given a status throughout its on-chain process, providing users with a clear understanding of their funds' status, which is crucial during the several seconds to minutes it may take for transactions to process. This comprehensive approach not only makes the Cardano blockchain more accessible and user-friendly, but increases swap revenue by decreasing friction.
1
Simplifying the complexity of Cardano blockchain mechanisms for the everyday users to drive user adoption
In designing VESPR Wallet, I aimed to create a product that was mature, sleek, and professional, avoiding the cutesy, animal-themed aesthetics often prevalent in the Web3 space. This approach respects users' intelligence and sets a higher standard for UI/UX in the Cardano ecosystem. As the primary interface for accessing Cardano dApps, the wallet needed to be fast, visually appealing, and user-friendly to ensure users were proud to showcase it to their friends, family, and peers from other blockchain ecosystems. I prioritized making swaps intuitive, fast, and responsive. Given Cardano's relatively slow processing of smart contract operations compared to blockchains like Solana, I focused on shaving time off each swap to enhance the user experience. Each swap transaction is tracked and given a status throughout its on-chain process, providing users with a clear understanding of their funds' status, which is crucial during the several seconds to minutes it may take for transactions to process. This comprehensive approach not only makes the Cardano blockchain more accessible and user-friendly, but increases swap revenue by decreasing friction.
2
A product to champion Cardano
To enhance user experience and onboarding, we enabled instant wallet creation with the option to back up the seed phrase post-creation. Every design element, from colors and icons to typography and button placement, was carefully considered to make interacting with Cardano intuitive and streamlined. We simplified or replaced complex Cardano jargon, such as staking and UTXO management, with more accessible terms and functions. For instance, users can start earning passive income on their ADA by simply pressing an "earn" button, and we handle UTXO management behind the scenes to ensure the wallet performs reliably across all dApps. This streamlined UX allows new users to quickly onboard and acquaint themselves with the features and products the Cardano blockchain has to offer. Furthermore, strong, original, and unique branding is crucial for fostering a sense of community and loyalty. Our branding efforts ensure that users not only recognize and trust our product but also feel proud to be part of the Cardano ecosystem. By building a distinctive and cohesive brand identity, we create a unified community that champions the values and potential of Cardano.
2
A product to champion Cardano
To enhance user experience and onboarding, we enabled instant wallet creation with the option to back up the seed phrase post-creation. Every design element, from colors and icons to typography and button placement, was carefully considered to make interacting with Cardano intuitive and streamlined. We simplified or replaced complex Cardano jargon, such as staking and UTXO management, with more accessible terms and functions. For instance, users can start earning passive income on their ADA by simply pressing an "earn" button, and we handle UTXO management behind the scenes to ensure the wallet performs reliably across all dApps. This streamlined UX allows new users to quickly onboard and acquaint themselves with the features and products the Cardano blockchain has to offer. Furthermore, strong, original, and unique branding is crucial for fostering a sense of community and loyalty. Our branding efforts ensure that users not only recognize and trust our product but also feel proud to be part of the Cardano ecosystem. By building a distinctive and cohesive brand identity, we create a unified community that champions the values and potential of Cardano.
2
A product to champion Cardano
To enhance user experience and onboarding, we enabled instant wallet creation with the option to back up the seed phrase post-creation. Every design element, from colors and icons to typography and button placement, was carefully considered to make interacting with Cardano intuitive and streamlined. We simplified or replaced complex Cardano jargon, such as staking and UTXO management, with more accessible terms and functions. For instance, users can start earning passive income on their ADA by simply pressing an "earn" button, and we handle UTXO management behind the scenes to ensure the wallet performs reliably across all dApps. This streamlined UX allows new users to quickly onboard and acquaint themselves with the features and products the Cardano blockchain has to offer. Furthermore, strong, original, and unique branding is crucial for fostering a sense of community and loyalty. Our branding efforts ensure that users not only recognize and trust our product but also feel proud to be part of the Cardano ecosystem. By building a distinctive and cohesive brand identity, we create a unified community that champions the values and potential of Cardano.
2
Gaining majority marketshare in the face of competition
We utilized agile project management mothodologies and strategic marketing campaigns to cultivate an online community and loyal user base, leveraging them as organic outreach. Community leadership and a strong voice rallied people behind our mission, while a simple, fast and reliable UI/UX design made the community proud to share our product. Strategic roadmap planning prioritized features that brought in revenue, ensuring sustained growth and user conversion from both within and outside the Cardano ecosystem.
2
Gaining majority marketshare in the face of competition
We utilized agile project management mothodologies and strategic marketing campaigns to cultivate an online community and loyal user base, leveraging them as organic outreach. Community leadership and a strong voice rallied people behind our mission, while a simple, fast and reliable UI/UX design made the community proud to share our product. Strategic roadmap planning prioritized features that brought in revenue, ensuring sustained growth and user conversion from both within and outside the Cardano ecosystem.
2
Gaining majority marketshare in the face of competition
We utilized agile project management mothodologies and strategic marketing campaigns to cultivate an online community and loyal user base, leveraging them as organic outreach. Community leadership and a strong voice rallied people behind our mission, while a simple, fast and reliable UI/UX design made the community proud to share our product. Strategic roadmap planning prioritized features that brought in revenue, ensuring sustained growth and user conversion from both within and outside the Cardano ecosystem.
3
Scaling the developer team to gain competitive edge
By prioritizing development features, like the decentralized exchange aggregating swap feature, that yielded significant revenue streams, we were able to reinvest the majority of our earnings back into the company to expand our developer team. I also secured over $150,000 in grant funding for the company. By effectively balancing our resources, acquiring grant fundin and negotiating cost-saving deals, we maximized our budget's impact. By leveraging our networks, we hired more developer talent, ensuring we could outpace competitors and achieve milestones in alignment with our roadmap timelines.
3
Scaling the developer team to gain competitive edge
By prioritizing development features, like the decentralized exchange aggregating swap feature, that yielded significant revenue streams, we were able to reinvest the majority of our earnings back into the company to expand our developer team. I also secured over $150,000 in grant funding for the company. By effectively balancing our resources, acquiring grant fundin and negotiating cost-saving deals, we maximized our budget's impact. By leveraging our networks, we hired more developer talent, ensuring we could outpace competitors and achieve milestones in alignment with our roadmap timelines.
3
Scaling the developer team to gain competitive edge
By prioritizing development features, like the decentralized exchange aggregating swap feature, that yielded significant revenue streams, we were able to reinvest the majority of our earnings back into the company to expand our developer team. I also secured over $150,000 in grant funding for the company. By effectively balancing our resources, acquiring grant fundin and negotiating cost-saving deals, we maximized our budget's impact. By leveraging our networks, we hired more developer talent, ensuring we could outpace competitors and achieve milestones in alignment with our roadmap timelines.
Feature Map
Feature Map
UX Flow Chart
UX Flow Chart
The Design
The Design
Building the Brand
Building the Brand
Tools
Tools
Figma
Jira
Trello
GitHub
Flutter
Typescript
Firebase
X
