The trading experience for retail users was fragmented, lacking the advanced tools available to professionals, creating an imbalance in the market. Early applications often featured clunky Telegram-based interfaces with poor user experiences. Existing platforms were overly complex, with excessive features, difficult navigation, and a lack of essential MEV-tech capabilities. Ape's aim was to create something user-friendly, intuitive, and visually engaging for the general retail user.

This was a true 0-to-1 design project, where I partnered with the founding team to shape the product from early concept through launch.

We worked in a fast-paced, agile environment, and I stayed closely aligned with stakeholders and developers to quickly iterate on UX flows, wireframes, and high-fidelity designs as the product took shape and requirements shifted.

At the same time, I collaborated with their branding agency and artists to ensure the UI felt aligned with the brand’s playful, approachable personality, while still delivering a polished, easy-to-navigate user experience.

The end result was a product that felt fun, intuitive, and purpose-built for retail users—bringing clarity and polish to a space that’s often overwhelming and overly complex.

The project brought a fresh, user-friendly spin to DeFi, combining staking rewards, yield generation, and smart automation into a clean, intuitive interface. Within the first month of launch, Ape Terminal grew to over 270,000 accounts, gaining rapid traction and strong engagement from a wide range of users.

The product stood out by offering powerful tools in a retail-friendly package, helping users access advanced on-chain strategies without the usual complexity. The design played a key role in building trust, driving adoption, and positioning Ape Terminal as a standout in the growing world of crypto-native investing.