My Role & Scope
From 0 —> 1
When I joined Ellipsis Labs, Phoenix was a concept with only a handful of screens, no brand or design system. I helped bring the product from 0→1, defining its visual language and designing the core experience alongside the team and external design partners.
Today
I lead design across the full product lifecycle, from early concepts through prototyping production QA. I also own the design system, establishing the components, patterns, and visual language that support the product as it scales.
Scope
User Research · Product strategy · UX · Visual design · Design systems · Mobile · Web · Production QA
5 months since launch
$2.4B+
Cumulative trading volume
88.7%
3-month retention
3min
Mediant time to first trade
98.7%
First trade completion
Problem Space
Making sophisticated trading feel simple without hiding the complexity.
On-chain trading introduces layers of complexity that traditional trading products can abstract away: wallet connections, transaction signatures, network states, latency, liquidity, and unfamiliar blockchain concepts.
Phoenix needed to give sophisticated traders the control and information they expect while making every interaction feel clear, predictable, and trustworthy.
My focus has been designing experiences that reduce cognitive load without reducing control, helping users understand what is happening, what they need to do next, and what will happen when they take an action.
Our main user groups, determined by user interviews
Sophisticated Solana Traders
Solana-native crypto currency traders who are familiar with the perpetual futures landscape, specifically on the Solana blockchain.
New On Chain Traders
Users who understand trading but are less familiar with decentralized exchanges. They need more guidance around transactions, funding, and unfamiliar concepts
High Frequency Traders
Traders frequently opening, monitoring, and closing positions. For them, efficiency and quick access to actions are especially important
The Solution
Trustworthy, efficient deposits
Reducing friction in deposits helps users get from signup to trading faster.
Quick, precise trading
Designed for speed and control, with multiple order types, precise order book interactions, and seamless in-chart trade editing.
Constantly manage portfolio
Smaller portfolio dropdown gives the essential stats, anywhere
In-depth portfolio analysis
Surface the details, giving traders a clear, real-time view of their positions, orders, and overall portfolio health.
Rewards & referrals
A hub for tracking rewards, referral activity, and earnings, making it easy for traders to understand their progress and share Phoenix with others.
Leaderboard
A real-time view of trader performance that makes rankings, volume, and rewards easy to compare, turning trading activity into a more engaging, competitive experience.
Ghost Mode
Accessed from the Leaderboard, view any trader’s ranking and past trades from their pov.