WeFi
WeFi Ecosystem Product Foundation
What if crypto, banking, cards, and investing could feel like one simple everyday financial experience?
Platform
Webapp / iOS / Android / Telegram
Team
Product, Engineering, QA, Brand, Marketing, Motion, Stakeholders
Duration
~2 years
Project Overview
WeFi is an onchain financial ecosystem built to connect banking infrastructure, digital assets, payment rails, and operational tooling within one product platform. Designed for both end users and institutional use cases, it combines consumer financial experiences with the underlying systems needed to support compliant, scalable Deobanking services. The broader ecosystem also included internal products focused on partner operations, performance enablement, and educational support — extending the platform beyond user-facing finance into the tools and systems that help drive adoption and growth.
Hybrid Financial Ecosystem
Bringing together banking, cards, transfers, crypto, and internal tooling within one connected product ecosystem.
Multi-Surface Experience
Extending beyond a single app into a broader system of user-facing products, partner tools, and future product directions.
Scalable Product Foundation
Built to support growth through strong core journeys, system thinking, and a structure designed for expansion across new features and markets.
200,000+
Users total
153
Supported jurisdictions
#200
In Coinmarketcap
$2.0B
Fully-diluted value
Ownership
As WeFi’s sole product designer, I owned end-to-end product design across the core app and a broader ecosystem of internal, partner-facing, and exploratory products. The scope covered everything from discovery and feature architecture to UI execution, scalable design systems, developer handoff, implementation review, and post-launch refinement. I built the shared design foundation from scratch and worked closely across product, engineering, QA, brand, and motion to keep quality high across multiple surfaces.
Project Scope
0→1 Product Design · Design Systems · Core Flows · Internal Tools · Product Exploration · Visual Direction · Launch · UX Enhacements
What can I do now?
Owned product design across the main app and a wide range of adjacent products and internal systems.
Scalable Design System
Created a shared multi-theme system with reusable components and tokens adopted across multiple products.
200,000+
Build core journeys, feature architecture, and UX foundations from the ground up.
End-to-End Execution
Stayed involved from exploration to launch, handoff, implementation review, and post-release polish.
As WeFi’s sole product designer, I owned end-to-end product design across the core app and a broader ecosystem of internal, partner-facing, and exploratory products. The scope covered everything from discovery and feature architecture to UI execution, scalable design systems, developer handoff, implementation review, and post-launch refinement. I built the shared design foundation from scratch and worked closely across product, engineering, QA, brand, and motion to keep quality high across multiple surfaces.
WeFi Main App
Designing the core fintech experience across wallets, investments, cards, and engagement mechanics
The challenge was to connect multiple complex product layers into one clear user experience: managing assets, participating in pools, using cards, understanding balances, and interacting with benefit-driven mechanics. Energy was designed not just as an additional feature, but as a product engagement layer – a way to create recurring value, improve retention, and give users extra benefits inside the ecosystem.
Every area of the app was designed with the user’s financial maturity, previous crypto experience, risk perception, and trust expectations in mind. The UX approach was based on Lean UX, heuristic evaluation, Jobs To Be Done, behavioral design principles, progressive disclosure, and accessibility-driven interaction patterns.
Outcomes
A stronger product ecosystem with a clearer foundation, more consistent UX, and better support for scale across multiple surfaces. The result was not just polished screens, but a more mature product direction — spanning launch-ready consumer experiences, operational tooling for partners, and foundational work for future expansion.