LEDN
Transforming a Sales-Led Investment Product into a Self-Serve Revenue Engine
Timeline:
2 Months
Role
Lead Product Designer (Initial Sole Designer)
Team
Customer Experience, Legal,
Compliance, Engineering
Industry
Crypocurrency
Skills
UX Strategy, Design Thinking, User Research, Prototyping
Context, Team & My Role
At Ledn, crypto markets move fast and timing is everything. I was watching our sales team struggle with a process that was costing us real competitive advantage.
Our dual-crypto investment product, designed to help accredited investors capitalize on Bitcoin volatility, had become an operational nightmare. Customers would call, go through endless back-and-forth conversations, look at outdated charts, and by the time they were ready to invest, the optimal rates were gone. We were losing deals to competitors with more streamlined processes.
There was no product manager was assigned to this initiative. Capacity constraints meant this critical business opportunity was just sitting there. I decided to take ownership.
Background
What is a dual-cryptocurrency note?
A Dual Cryptocurrency Note (DCN) allows you to earn a high, fixed-term interest rate on your BTC or USD, with a potential sell of your BTC or purchase of BTC at a predetermined target price (the "Strike Price") on a specific date in the future.
The product is designed to capitalize on investment opportunities and maximize yield during market fluctuations and volatility. Users have an opportunity to buy low and sell high with their investments. The product is customizable, secure, provided high interest yield and a hedging strategy to evaluate the market's volatility. At Ledn, only Bitcoin and USDC options are offered.
Business Challenge
The previous process for users consisted of endless back and forth between sales and customers, outdated charts and inaccurate timing and rates that would not allow users to get the best rates available. This was in direct opposition to Ledn's current market positioning.
Updated 5/11/2022
BTCUSD
Dual Cryptocurrency Note BTC Investors
Dual Cryptocurrency Note USDC Investors
20.98%
46.08%
54.29%
The spreadsheet-based process that sales teams manually shared with customers
Problem Scoping
I started by shadowing our sales team and listening to customer calls
What I found wasn't just a UX problem but a systemic business challenge that threatened Ledn's mission to democratize access to digital assets.
3-4 hrs
Sales team spending per customer on manual coordination
40%
Of potential investors abandoning due to timing delays
$2M+
In lost opportunities quarterly from rate optimization failures
30%
Customer satisfaction below company average for this product
I wondered,
How might we allow accredited investors at Ledn capitalize on investment opportunities using the dual cryptocurrency investment product and gain the best rates in an efficient manner?
Building Coalition
Building Coalition Without Authority
With no formal PM support, I had to inspire collaboration across teams with competing priorities. I couldn't assign tasks — I had to build consensus.
I called our first cross-functional meeting with 6 engineers who saw this as "just another UI project," a legal team concerned about regulatory compliance, a sales team skeptical that design could solve their operational problems, and my design director questioning if we could deliver quality under tight constraints.
I started the meeting not with wireframes, but with a story. I shared a recording (with permission) of a frustrated customer who lost $15,000 in potential returns because our manual process took too long. The room went quiet. Everyone suddenly understood this wasn't about making things prettier — but about real money and real people.
✓
Aligned MVP goals with clear success metrics
✓
Stretch goals for future iterations
✓
Weekly sync rhythms
✓
Shared accountability for a 4-week delivery timeline
Role & Process
As the organization underwent a complete rebrand, I conducted a thorough competitor analysis and audited our newly created design system to assess existing components and identify opportunities for improvement. I led the early stages of reimagining the client experience for users seeking to maximize their Bitcoin and USDC investments through dual cryptocurrency investment strategies.
In the absence of a dedicated product manager due to capacity constraints, I served as the primary project champion. I took initiative to organize and lead cross-functional meetings with engineering, legal, and sales teams to define the MVP's goals, clarify stretch objectives, and establish key success metrics. My proactive leadership helped align stakeholders early, ensuring that the product vision was both innovative and feasible.
The Complexity Beast
Dual-crypto currency notes aren't simple. We're talking about strike prices that determine buy/sell triggers, APR calculations that change in real-time, market volatility indicators affecting risk profiles, and regulatory compliance requirements for accredited investors.
I spent time with our target users — sophisticated investors who were surprisingly intimidated by our complex terminology.
"I manage a $50M portfolio, but your interface makes me feel like I need a PhD in cryptocurrency."
— Ledn Accredited Investor
Solution
I reimagined the client experience for those looking to maximize their bitcoin and USDC investments using the dual cryptocurrency notes.
Design System
Component Design Exploration
Before building full flows, I explored individual component patterns — reference spot rate cards and order placement widgets — to establish a visual language that communicated complex financial data clearly and consistently.
These components became the building blocks for both desktop and mobile experiences, ensuring design consistency across the product.
The Simplification Strategy
I designed around three core principles
1
Progressive Disclosure
Instead of overwhelming users with all variables at once, I created a guided 3-step journey.
Step 1 — Simple Selection
Currency pair, investment amount, settlement method
Investors begin by selecting their currency pair (BTC to USDC) and viewing available rates
Step 2 — Configuration with Real-Time Feedback
Terms, rates, maturity dates with live updates
The same flow adapts for USDC to BTC, showing real-time terms and rate options
Step 2 — Configuration with Real-Time Feedback
Terms, rates, maturity dates with live updates
The same flow adapts for USDC to BTC, showing real-time terms and rate options
Step 3 — Clear Execution with Scenario-Based Outcomes
Review order details, countdown timer, and TOTP verification
The same flow adapts for USDC to BTC, showing real-time terms and rate options
2
Scenario-Based Education
Rather than abstract explanations, I showed users exactly what would happen in different market conditions.
↗
If Bitcoin rises above strike price
BTC is sold at the strike price and the investor receives USD plus interest.
↘
If Bitcoin stays below strike price
BTC is retained and interest is paid in BTC.
3
Real-Time Transparency
Every calculation, every rate, every risk indicator updated live. No more outdated charts or manual calculations.
↗
If Bitcoin rises above strike price
BTC is sold at the strike price and the investor receives USD plus interest.
↘
If Bitcoin stays below strike price
BTC is retained and interest is paid in BTC.
Responsive Design
Designing for Mobile
Investors don't always sit at a desk — volatile crypto markets demand access from anywhere. The mobile experience needed to maintain the same progressive disclosure and scenario clarity while adapting complex financial tables and rate cards for constrained screen space.
Key mobile adaptations included stacking rate cards vertically instead of horizontal tables, converting maturity date selectors into horizontally scrollable chips, and maintaining the compliance agreement flow through a bottom-sheet modal pattern that felt native to mobile interactions.
Business Value
By enabling mobile access, we removed a critical barrier for time-sensitive trades. Accredited investors could now execute orders during market volatility from any device, directly increasing the platform's transaction volume potential without requiring additional sales support.
Design Alternatives
Tradeoffs: Modal vs. Full Page Legal Agreements
A key design decision was how to present legal agreements. We evaluated two approaches, each with distinct tradeoffs:
A
Modal Approach
Chosen
+
Keeps user in context — no page navigation
+
Reduces drop-off by eliminating the "leaving the app" feeling
+
Combined acceptance + TOTP in a single interaction
-
Limited viewport for lengthy legal text
-
Scrolling within a modal can feel awkward on mobile
B
Full Page Approach
+
Full reading experience for long legal documents
+
Table of contents navigation for different sections
+
Familiar pattern for legal/compliance pages
-
Breaks user flow, requires return navigation
-
Higher drop-off risk — users may not return to the investment flow
Decision Rationale
We chose the modal approach because maintaining user flow context was critical in a time-sensitive financial product. In user testing, investors who were redirected to a full page felt "disconnected" from the rate they had just evaluated. The modal kept them anchored to their investment decision while fulfilling compliance requirements. On mobile, this translated to a bottom-sheet pattern that felt native and maintained context.
Compliance by Design
Embedding compliance without friction
Legal disclosures and risk acknowledgments were integrated directly into the flow rather than handled externally. First-time users are prompted with a clear transaction agreement alert, leading them into a guided acceptance modal with TOTP verification.
This reduced drop-off between the platform and supporting documentation, while ensuring investors fully understood outcomes before execution.
Agreement Prompt
Single active DCN order with full transaction details
TOTP Verification
Scaled view with multiple concurrent investment positions
Order Management
From single order to portfolio scale
Active orders are surfaced in a clear table format, allowing investors to track maturity dates, amounts, strike prices, yields, and returns at a glance. The interface scales gracefully from a single order to multiple concurrent positions.
This reduced drop-off between the platform and supporting documentation, while ensuring investors fully understood outcomes before execution.
Single Order
First-time users see an alert and modal to review the transaction agreement
Multiple Orders
Secure code entry and terms acceptance before proceeding
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