Freelance Contract • 2023
ACM: Tokenized ETF Platform
Overview
Designed a tokenized ETF builder that helped DeFi investors build conviction through clarity, cutting setup time from 15 to 8 minutes, lifting onboarding conversion from 35% to 60%, and supporting $76M+ TVL at peak.
Role: Lead Product Designer
Scope: UX, Data Viz, Interaction Design
Timeline: 6 months (concept → launch)
Stack: Figma, PostHog, React, Tailwind, Dune
Context
ACM (Atlantus Coin Market) is a tokenized ETF trading platform that bridges DeFi liquidity with institutional portfolio mechanics, allowing investors to create, trade, and manage diversified crypto portfolios as single tokens.
When I joined, the platform had basic functionality but users were struggling to understand how to build portfolios. Most visitors would browse existing ETFs but never create their own.
The core challenge: making complex DeFi portfolio mechanics feel approachable for retail investors.
My Role & Approach
I led end-to-end design for the platform redesign, conducting user research with active traders, mapping the information architecture, and designing the trading and analytics interfaces. I worked directly with protocol engineers and the treasury team.
Key Insight: users didn't lack sophistication, they lacked clarity. They wanted to see exactly what they were creating before committing funds. So I focused on three areas:
- Simplify the ETF builder with real-time portfolio visualization
- Redesign the rewards dashboard to make earnings tangible
- Create a clear hierarchy between exploring ETFs and creating your own
Solution
The redesigned experience transformed portfolio creation from a technical process into a guided, visual builder. Users could now preview their allocation in real time, simulate rebalances before minting, and deploy capital with confidence.
Guided Portfolio Builder: Real-time allocation visualization with live token metrics and risk indicators. Users could simulate rebalances before minting, reducing creation time from 15 → 8 minutes.
Unified Dashboard: Consolidated holdings, performance, and benchmark comparisons. Charts supported daily + cumulative views, blending short-term insight with long-term clarity.
Interactive ETF Tree: Node-based visualization showing token exposure across ecosystems. Each node represented asset allocation, making diversification tangible rather than abstract.
Impact
The redesign launched in Q3 2023 and reshaped user behavior within three months: • +40% D7 retention: users kept returning to adjust and monitor their portfolios. • +150% DAU and weekly traders: engagement surged after clarity in creation and analytics flows. • Onboarding conversion jumped from 35% → 60% as users could finally see what they were building. • $76M+ TVL across 1,200+ ETFs and a design system reused across 3 Atlantus products, proving scalability.
This project reinforced something I believe deeply: complexity isn’t the enemy in crypto, unclear abstractions are. When users understand what’s happening on-chain, they trust the system. And trust drives capital.
“It feels like someone finally made a DeFi app for people who don’t hate themselves.” — Beta user
Freelance Contract • 2023
ACM: Tokenized ETF Platform
Overview
Designed a tokenized ETF builder that helped DeFi investors build conviction through clarity, cutting setup time from 15 to 8 minutes, lifting onboarding conversion from 35% to 60%, and supporting $76M+ TVL at peak.
Role: Lead Product Designer
Scope: UX, Data Viz, Interaction Design
Timeline: 6 months (concept → launch)
Stack: Figma, PostHog, React, Tailwind, Dune
Context
ACM (Atlantus Coin Market) is a tokenized ETF trading platform that bridges DeFi liquidity with institutional portfolio mechanics, allowing investors to create, trade, and manage diversified crypto portfolios as single tokens.
When I joined, the platform had basic functionality but users were struggling to understand how to build portfolios. Most visitors would browse existing ETFs but never create their own.
The core challenge: making complex DeFi portfolio mechanics feel approachable for retail investors.
My Role & Approach
I led end-to-end design for the platform redesign, conducting user research with active traders, mapping the information architecture, and designing the trading and analytics interfaces. I worked directly with protocol engineers and the treasury team.
Key Insight: users didn't lack sophistication, they lacked clarity. They wanted to see exactly what they were creating before committing funds. So I focused on three areas:
- Simplify the ETF builder with real-time portfolio visualization
- Redesign the rewards dashboard to make earnings tangible
- Create a clear hierarchy between exploring ETFs and creating your own
Solution
The redesigned experience transformed portfolio creation from a technical process into a guided, visual builder. Users could now preview their allocation in real time, simulate rebalances before minting, and deploy capital with confidence.
Guided Portfolio Builder: Real-time allocation visualization with live token metrics and risk indicators. Users could simulate rebalances before minting, reducing creation time from 15 → 8 minutes.
Unified Dashboard: Consolidated holdings, performance, and benchmark comparisons. Charts supported daily + cumulative views, blending short-term insight with long-term clarity.
Interactive ETF Tree: Node-based visualization showing token exposure across ecosystems. Each node represented asset allocation, making diversification tangible rather than abstract.
Impact
The redesign launched in Q3 2023 and reshaped user behavior within three months: • +40% D7 retention: users kept returning to adjust and monitor their portfolios. • +150% DAU and weekly traders: engagement surged after clarity in creation and analytics flows. • Onboarding conversion jumped from 35% → 60% as users could finally see what they were building. • $76M+ TVL across 1,200+ ETFs and a design system reused across 3 Atlantus products, proving scalability.
This project reinforced something I believe deeply: complexity isn’t the enemy in crypto, unclear abstractions are. When users understand what’s happening on-chain, they trust the system. And trust drives capital.
“It feels like someone finally made a DeFi app for people who don’t hate themselves.” — Beta user
Freelance Contract • 2023
ACM: Tokenized ETF Platform
Overview
Designed a tokenized ETF builder that helped DeFi investors build conviction through clarity, cutting setup time from 15 to 8 minutes, lifting onboarding conversion from 35% to 60%, and supporting $76M+ TVL at peak.
Role: Lead Product Designer
Scope: UX, Data Viz, Interaction Design
Timeline: 6 months (concept → launch)
Stack: Figma, PostHog, React, Tailwind, Dune
Context
ACM (Atlantus Coin Market) is a tokenized ETF trading platform that bridges DeFi liquidity with institutional portfolio mechanics, allowing investors to create, trade, and manage diversified crypto portfolios as single tokens.
When I joined, the platform had basic functionality but users were struggling to understand how to build portfolios. Most visitors would browse existing ETFs but never create their own.
The core challenge: making complex DeFi portfolio mechanics feel approachable for retail investors.
My Role & Approach
I led end-to-end design for the platform redesign, conducting user research with active traders, mapping the information architecture, and designing the trading and analytics interfaces. I worked directly with protocol engineers and the treasury team.
Key Insight: users didn't lack sophistication, they lacked clarity. They wanted to see exactly what they were creating before committing funds. So I focused on three areas:
- Simplify the ETF builder with real-time portfolio visualization
- Redesign the rewards dashboard to make earnings tangible
- Create a clear hierarchy between exploring ETFs and creating your own
Solution
The redesigned experience transformed portfolio creation from a technical process into a guided, visual builder. Users could now preview their allocation in real time, simulate rebalances before minting, and deploy capital with confidence.
Guided Portfolio Builder: Real-time allocation visualization with live token metrics and risk indicators. Users could simulate rebalances before minting, reducing creation time from 15 → 8 minutes.
Unified Dashboard: Consolidated holdings, performance, and benchmark comparisons. Charts supported daily + cumulative views, blending short-term insight with long-term clarity.
Interactive ETF Tree: Node-based visualization showing token exposure across ecosystems. Each node represented asset allocation, making diversification tangible rather than abstract.
Impact
The redesign launched in Q3 2023 and reshaped user behavior within three months: • +40% D7 retention: users kept returning to adjust and monitor their portfolios. • +150% DAU and weekly traders: engagement surged after clarity in creation and analytics flows. • Onboarding conversion jumped from 35% → 60% as users could finally see what they were building. • $76M+ TVL across 1,200+ ETFs and a design system reused across 3 Atlantus products, proving scalability.
This project reinforced something I believe deeply: complexity isn’t the enemy in crypto, unclear abstractions are. When users understand what’s happening on-chain, they trust the system. And trust drives capital.
“It feels like someone finally made a DeFi app for people who don’t hate themselves.” — Beta user