The Defiant

Lead Designer (Contract)

Our founder, Camila, was a Bloomberg alumni and wanted to create a platform that rivaled the Bloomberg Terminal: A highly customizable trading dashboard used by thousands of traders daily. We knew that crypto traders were spread across multiple platforms to try and get relevant data, so allowing them to consolidate all that data into one screen would be a huge benefit. Giving them the ability to control what and how much they see would be crucial.

We undertook a nuanced update of the brand and overall visual language. The creation of a well-structured Design System provided flexibility to all products within the network, ensuring consistent branding across the board. Our dashboard approach involved crafting wireframes rooted in insights from user interviews within our community. Despite receiving positive feedback during the internal launch with a group of private beta-testers for the Terminal, it coincided with a challenging period, right at the onset of the bear market.

Coordinated brand refresh

Working alongside the talented Lisa Jacobs, we refreshed the brand and established guidelines to unify all Defiant products under a cohesive visual language.

Designed a data rich Terminal experience

Inspired by the Bloomberg Terminal, we designed a data-intensive platform tailored for crypto traders, offering a centralized space to gather information from reliable sources. Our primary value proposition was the ability to consolidate all their data into a single interface.

Improved network onboarding

Since users arrived from various touchpoints, enhancing our sign-up process became pivotal for boosting engagement. Through A/B experimentation, we successfully increased newsletter signups from incoming traffic by 24% within a quarter.