Transforming BeInCrypto
2025 - PrESENT
Lead Designer ENGINEER
Re-architected a crypto media platform into a behavior-driven product ecosystem.
The Problem
Massive traffic. Zero retention.
Article visits per month
Homepage visits per month
Users didn’t come to BeInCrypto.
They passed through it.
Heavy Google dependency.
No personalization.
No behavioral memory.
No reason to return.
This wasn’t a redesign.
It was a behavioral shift.
We moved from passive consumption to active participation.
We rebuilt the platform
around user state
Instead of designing for a generic user, we designed for progression.
Each state unlocks different UX, different surfaces, and different decisions.
Decision 01
Anonymous users explore
Discover content, browse trending topics — no commitment required
Decision 02
Engaged users personalize
Follow topics & authors, receive alerts, build a tailored feed
Decision 03
Returning users build habits
Platform learns preferences, surfaces relevant content, creates daily pull
From content system
to behavior system
We restructured the platform around feed logic and user awareness.
The goal: move users from passive reading to active engagement.
BEFORE
Content-centric architecture
Fragmented modules
No user-state logic
Homepage as static entry
AFTER
Structured feed logic.
Personalized surfaces.
Clear engagement hierarchy.
User-state definition.
Navigation Redesign
Building the Foundation for Scale
The existing design system was fragmented and outdated. Instead of rebuilding from scratch, we evolved it using Claude + MCP directly inside Figma.
Design tokens, color systems, and structure were generated and applied in minutes. What previously took weeks was reduced to hours.
Unified tokens across 26 markets — faster iteration, consistent language
Tokenized typography & color — single source of truth for 25 markets
50+ composable components — prioritized by frequency in production
WCAG AA compliance from foundation — non-negotiable
40% faster iteration · 87% adoption in 3 months
B2B Desktop
B2C Mobile
Results