BRAND + PRODUCT
2019 / 2020
Raise was a blockchain-based lending marketplace designed to connect investors and borrowers through a transparent, KYC-enabled platform. Leveraging blockchain technology, it allowed investors to earn competitive returns while enabling borrowers to access capital to grow their businesses.
The product was built by a small team, where I was the sole designer. I was responsible for the product UX, interface, and design system redesign, and also supported marketing and brand initiatives while working closely with product and engineering throughout the lifecycle of the project.
Converting users into active investors was a key challenge for Raise. Despite strong investment returns, most users dropped off during onboarding due to high entry barriers: wallet setup was complex for non-crypto users, token purchase was required upfront, KYC discouraged some crypto-native users, and access to the marketplace was gated behind completing the full flow.
Working closely with the PM, we first established a scalable design system to bring clarity and consistency across the product, then redesigned onboarding to lower friction for a broader audience. The flow was split into two paths—guided wallet creation for new users and quick wallet connection for experienced users—while embedding Uniswap to simplify token acquisition and allowing users to explore the marketplace before completing onboarding. These changes increased sign-ups by ~20%, though they did not ultimately lead to sustained traction.
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