FREEDX · PRODUCT REBUILD
We rebuilt the exchange
from the pieces left behind.
The previous product had left the team with more to repair than extend. We started again from the foundations: product, process and the way the team worked together.
BTC/USDT
Deposit
Convert
Transfer
More
Home
Trade
Deposit
AssetsThe starting point
We did not inherit a system.
We inherited the cost of not having one.
The product needed more than a visual refresh. Fragmented experiences, inconsistent patterns and a strained delivery process made each new feature harder to trust and harder to ship. The team had to restore the foundations while continuing to move the product forward.
“First, make the work understandable again. Then make it work together.”
One ecosystem, not one app
An exchange is the beginning.
The product has to hold together around it.
We brought the customer-facing exchange, wallet and internal operations into the same product conversation, across platforms.
Exchange
The trading product and its surrounding journeys: discovery, account states, deposits, conversion, trading and history.
Wallet
A money layer that had to feel coherent with the exchange, not like a separate product bolted onto it.
Backoffice
Operational tools and internal workflows designed as part of the product ecosystem, not left behind the customer interface.
Cross-platform
A shared design language spanning product surfaces, so teams could extend the experience without starting from zero each time.
The product, made tangible
A useful home is a working system in miniature.
The real Figma home screen brings portfolio context, quick money actions, rewards and market discovery into one starting point. This coded companion view animates that relationship: the account, assets and next action belong to the same experience.
Your assets, in one view.
A foundation the teams could extend
A starter kit was our starting point.
FreedX was the design system.
We adapted the UI kit into a brand-owned, cross-product system: considered foundations, reusable components and variants that made consistency practical across exchange, wallet and backoffice work.
We used Figma’s component and variable capabilities to keep patterns connected as the system grew. Later, we automated parts of the design-to-code workflow with Claude Code, so the shared language could travel further than the file.
One kit. FreedX rules.
A product people can recognize
The brand had to work
inside and outside the product.
We carried the identity beyond interface screens: brand expression, mascot and marketing materials gave the product a recognizable voice, while the same design discipline kept the experience coherent.
The team behind the rebuild
From two people
to a team of seven.
We grew from a small starting team into dedicated product and communication design teams. My job as Head of Design was to set direction, develop people and keep the work connected as the team and product surface expanded.
Different disciplines. One shared direction.
Evidence from the product file
Not a deck about a product.
The product work itself.
Selected mobile screens from the FreedX V2 Figma file. These are original exports; the coded views above are companions to explain the system, not substitutes for the product designs.
What changed
We turned a repair job
into a platform the team could build on.
Connected surfaces
Exchange, wallet and backoffice approached as one cross-platform ecosystem.
Clearer collaboration
Shared decisions and deliberate communication carried through design and handoff.
A team with room to grow
From two to seven, with product and communication design capabilities.
This story focuses on the verified work and team changes described here. No product adoption, revenue or trading-performance numbers are implied.