Context
Challenge
What I Did
Results (In Progress)
Reflections & Learnings
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Context
Challenge
What I Did
Results (In Progress)
Reflections & Learnings
Next project
Email me
Connect
Context
The African FinTech landscape is evolving rapidly, but many potential users are underserved by tools that are complex or intimidating, especially in the crypto space. Alphaspace decided to pivot from their virtual card offering to address this gap.
Challenge
To design and build a new platform from the ground up that is intuitive, trustworthy, and scalable, taking the company in a new crypto-focused direction. This was a "zero-to-one" initiative requiring a complete product and brand strategy.
What I Did
→ Shaping the Product Vision:
Translated abstract business goals into a concrete product roadmap (PRD), defining the core user problems and strategic direction for the company's pivot into crypto.
→ Establishing the Brand Foundation:
Built the brand identity from scratch, creating a visual language designed to resonate with a new generation of users in the African market and establish trust in a complex space.
→ Architecting for Scale:
Created the foundational design system for both web and mobile, ensuring a cohesive end-to-end user experience and enabling rapid, consistent development for future features.
→ Designing the Core Experience:
Mapped out end-to-end user flows and created rapid prototypes for both web and mobile to quickly validate core concepts and de-risk technical assumptions.
→ Driving Go-to-Market Strategy:
Designed the waitlist website, creating the primary channel for driving initial user acquisition and building a community pre-launch.
→ Setting the Design Culture:
Established the initial design process by documenting challenges, solutions, and learnings, creating a foundation for future team members and advocating for a user-centered approach across the company.
Results (In Progress)
→ Delivered a clear product vision, translated into a strategic MVP roadmap focused on core user needs and the company's pivot into crypto.
→ Architected a foundational brand identity and design system. The visual language is intentionally simple and professional to build user confidence—a critical factor in the FinTech space.
→ Produced high-fidelity, interactive prototypes for both web and mobile, enabling early validation of core user flows and de-risking technical assumptions.
→ Positioned the company for a successful MVP launch to validate product-market fit and begin user acquisition through a targeted waitlist strategy.
Reflections & Learnings
This project has been a masterclass in translating a high-level business vision into a tangible, user-centered product. As a founding designer, I've learned that my most critical role is not just to design screens, but to be a strategic partner to the founders—advocating for the user, de-risking assumptions through rapid prototyping, and building the foundational systems that will allow the product and team to scale effectively.
Next project
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