OVERVIEW
Dolf was built to solve the "complexity crisis" in cryptocurrency. While the world was buzzing about digital assets, most retail investors felt locked out by high volatility, technical jargon, and a lack of disciplined investment tools. We set out to build an ecosystem that mirrors the reliability of traditional mutual funds while leveraging the high-growth potential of the crypto market.
CHALLENGES
High Barrier to Entry: Users felt overwhelmed by the technical knowledge required to manage wallets and decentralized protocols.
Market Volatility: The "wild west" nature of crypto discouraged long-term wealth creation in favor of risky, short-term speculation.
Fragmented Experience: Investors had to jump between multiple apps for tracking, buying, and rebalancing their portfolios.
Trust Deficit: A general lack of transparency and security cues in existing platforms made new users hesitant to commit significant capital.
GOALS
Democratize Access: Create an interface that makes buying a "crypto basket" as easy as ordering a meal.
Automate Discipline: Implement automated rebalancing and SIP (Systematic Investment Plan) features to mitigate the impact of market swings.
Build Financial Literacy: Integrated educational touchpoints to help users move from speculation to informed investing.
MY ROLE
Led the end-to-end design strategy from discovery to launch. This included conducting user research to define personas, architecting the complex investment flows into a seamless "one-tap" experience, and designing the high-fidelity UI.
I worked closely with engineering to ensure the successful integration of automated rebalancing and secure KYC modules.
DURATION
6 Months (Concept to Launch)
OUTCOMES
TAKEAWAYS & LEARNINGS
