Token Daily is a platform that curates news and products in the fast-moving world of crypto and blockchain. My role was to lead the product design strategy — from research and ideation to vision-setting and implementation — to help transform the platform into a trusted, go-to source for professionals and enthusiasts alike.
This wasn’t just a UI refresh — it was a full strategic redesign to solve an urgent problem: users were overwhelmed by noise and misinformation, and struggling to find trustworthy insights to guide investment decisions.
Opportunity & Strategy: The Challenge
Crypto users were spending too much time across fragmented platforms, uncertain of what to trust. Token Daily needed to go beyond aggregation and become a destination: a place where users could discover valuable insights without sifting through spam, shills, or trolls.
Our Research Approach
We kicked off with an in-depth discovery:
-
Benchmarking top competitors and content platforms
-
User interviews with early adopters, crypto investors, and financial analysts
-
Affinity mapping to distil patterns and pain points
Key Insight
The real problem wasn’t content scarcity — it was trust and noise. Users wanted:
-
First-source, credible information
-
Efficient signal-to-noise filtering
-
A sense of community and belonging in a fast-paced ecosystem
Framing the Design Strategy
We turned insights into actionable design questions to guide ideation:
-
How might we amplify the signal and eliminate the noise?
-
How might we make content discovery feel curated, not chaotic?
-
How might we create a playful, yet credible environment — part newsroom, part crypto lounge?
These led to a clear design north star: Build a trustworthy, addictive experience that feels curated by experts and powered by the community.
Key Features & Design Decisions
1. Smarter Content Filtering
We introduced intelligent filters to help users instantly surface:
-
Expert-vetted posts
-
Time-sensitive investment insights
-
Topic-specific content (e.g., DeFi, NFTs, layer-2s)
2. New Visual Architecture
We redesigned the UI to improve scannability and trust:
-
Modular card design to surface key signals at a glance
-
Visual cues for trust (e.g., verified sources, community upvotes)
-
A refined layout for easier navigation across verticals
3. Community Signals & Expert Layers
Inspired by Reddit and Bloomberg, we added:
-
Weighted voting from high-reputation users
-
An “Expert Lens” — surfacing weekly recommendations from top analysts
-
A comments system with reputation mechanics to reduce trolling
Outcomes & Reflections
Our design strategy laid the foundation for a major shift in positioning: from content aggregator to expert-curated crypto terminal.
What I’m proud of:
-
Translating ambiguous problems into a clear, user-informed strategy
-
Turning trust and noise — abstract concepts — into concrete UX features
-
Collaborating cross-functionally with PMs and crypto experts to shape the roadmap
“The biggest lesson? Even in fast-paced, hype-driven spaces like crypto, clarity, empathy, and design rigor can build trust — and loyalty.”
