NH
Newfoundation
1. Shaping Blockchain Tools: My Role at Newfoundation
I worked for Newfoundation, a blockchain company focused on building software for creatives. I had high-level involvement in several products, contributing different parts of the Product Design toolsuite.
01
Newlife OS - Decentralised Social App
For their decentralized social media platform, Newlife, I conducted extensive market and competitive research on their tech stacks and design patterns. I conducted over 20 calls with users and our Head of Product to test the app and interview users about their preferences and experiences with the existing product. This project was my primary focus during my time there, allowing me to utilize a wide range of skills from my design stack.
02
Newmoon Accelerator - Startup Accelerator program
As a mentor for their startup accelerator, I educated founders on technical aspects of blockchain technology and helped design their MVPs using the Newfoundation design system.
03
Newforum - Media Platform
Newforum is a media platform with their own podcast interviewing different creatives in the web 3 space. I created visual designs for their social media content.
04
New Finance - Decentralised Finance MVP
New Finance was a concept for a decentralized finance app. I conducted comprehensive UX research and created an interactive prototype. A detailed case study of this process is available here.
↗ Case Study: New Finance
Overall, I was deeply involved in all aspects of product and design at the company. My responsibilities spanned high-level strategy, detailed discussions with developers, and routine tasks such as maintaining our design system.

project details

Client
Newfoundation
Project
Full time role
Services
Project Management
Strategy
UX & UI
iOS App design
Web apps
Year
2021-23
Team
Head of Product
CEO
Engineering team
Marketing & Ecosystem team
Head of Design
Company Advisors
2. Highest impact contributions
Creating the Newlife Web App
I played a key role in implementing the screens for the Newlife web app. Using our design system, I integrated user research, high-level strategic objectives, and design changes made by the Head of Design to create a cohesive and user-friendly interface.
Newlife web
Newlife web
Newlife iOS app
DIY DAO
DIY DAO was a project within our start up accelerator focused on managing decentralized autonomous organizations. I independently designed the interface, creating new components for our design system and effectively utilizing existing ones.
DIY DAO web app screen
DIY DAO web app screen
Technical research
I provided valuable insights through competitive research on UX patterns and the technologies used by our competitors to all our products. My research significantly influenced the tokenomics of Newfoundation's cryptocurrency, Newcoin, particularly in the areas of team token allocation and vesting periods to enhance the coin's stability.
3. Personal growth outcomes
In this role, I gained valuable experience working at the intersection of product and design, allowing me to practice and refine various skills. Collaboration was a significant part of my daily work, as I worked closely with different teams and stakeholders.

One aspect where I had limited involvement was in high-level design and aesthetic decisions. These were typically made by the Head of Design in collaboration with the Creative Director and CEO, which meant I had fewer opportunities to work on my visual design skills.

However, this experience taught me how to adopt and adapt a tightly defined aesthetic and visual approach within a design system, a skill that has been relevant in every subsequent project.

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