ReSource Network | 2022

As Head of Product Design, I guided ReSource Network from concept through execution, creating an industry leading crypto-credit economy and marketplace.

I worked to define the problem space, research and interview local business owners and barter economy experts, defined the product roadmap, brought features from wireframe to high-fidelity mocks both as manager and individual contributor, while concurrently running the entire Product Owner & PM cycle.

High level results

Phase 1 – Research & discovery

I worked directly with marketing “Boots on the Ground” team, who identified key players in the local economy who would be ideal candidates for ReSource marketplace.

We arranged in-person interviews, where I documented their goods or services they provide, what they need, lack, or want for their business, their level of comfort and capabilities with various technologies, and any experience and perspectives they have on the local business market and economy.

Through these interviews we had a deep understanding of the vibe, people, and personalities of the local scene. From this information I mapped business types, categories, and goods and services listing types. Our primary demographic was non-cyrpto natives. This direct engagement with the community generated significant enthusiasm and buzz in the local business scene about the upcoming platform.

Phase 2 – Integration & ideation

2.1 – Personae

After completing customer interviews and business assessment with the team, I built out 5 core personae that represented the spectrum of business offerings and opportunities for the platform, as well as user stories for the sort of tasks they would need and want to perform.

2.2 – Market insights

I worked closely with our advisors, c-level suite, and market experts to identify and engage with other business ecosystems in the greater landscape. Through this we unlocked a trove of market & tech insights, future product integrations, and expanded our customer reach and presence through cross-promotion.

2.3 – Insights & opportunities

Customer interviews, industry allies & advisors, and market research combined to identify key insights & opportunities for us to provide baseline MVP as well as distinguishing features to set us apart from other cryptocurrency platforms. One of our primary opportunities was to “make crypto for everyone,” enabled through easy onboarding & auth and familiar marketplace interface.

Phase 3 – Design & build

3.1 – Brand discovery

I began the design phase with a collaborative all-team discovery session focused on brand identity. Together, we defined the brand’s vision, values, mission, aesthetic, and color palette. I believe in connecting with the brand on a human level, as it fosters tangible and direct emotional engagement that enriches the design process.

Not only did it yield amazing results, but the entire team felt engaged, empowered, and uplifted at having helped define the core of what we were building together.

3.2 – Design system & wireframes

As I was building wireframes and flow diagrams for the app, I defined the design system spec which I tasked to our lead designer. This process enabled our lead designer to build out design system and prototypes in parallel, greatly optimizing idea-to-completion time.

3.3 – Design gallery

Phase 4 – Test & iterate

After launching core MVP features and onboarding customers, I worked with the team to embed feedback mechanism as part of our process. This data revealed pain-points in process, which I used to inform where we needed manual vs engineered solutions.

This methodology allowed us to move fast, and focus our engineering efforts where they would be most effective towards achieving business goals.

High level results