Lead Product Designer

/

2024

DeFi Alchemy

Turning a dense yield protocol into a strategy surface people actually understand.

$100K

Accquisition

1,000kg

Of Gold Secured

10+

Gold Suppliers Locked

The Business & Background

Gold solved trust. It never solved access.

For most of human history, the question "what makes money sound?" has come down to a handful of attributes — scarcity, durability, portability, verifiability, divisibility. Whatever asset stacked up best on those attributes won. Gold won for longer than anything else. It became humanity's default answer to the question of how to store value across time, currency collapses, and generations.

But gold's victory came with a tradeoff nobody questioned for centuries, because there was no alternative:

1. Trust, but no verification.
You believe the vault holds what the certificate says it holds. You can't check. Ownership of physical gold — or worse, of gold ETFs and unallocated accounts — has always run on institutional faith, not proof. The asset is real. Your claim to it is paper.

2. Value, but no liquidity.
Gold sits. It doesn't move at the speed money needs to move today, and it doesn't do anything while it sits — no yield, no composability, no participation in the financial systems being built around it.

3. Soundness, but no control.
The irony of the most trusted asset in history is how much of it is gatekept — by custodians, by exchanges, by whoever's name is on the vault. "Sound money" was supposed to mean money nobody controls. In practice, gold ownership today is mediated by a lot of someones.

Meanwhile, crypto solved the opposite half of the problem. Fully verifiable, liquid, programmable — and anchored to nothing except belief in the network itself. Digital assets got the mobility gold never had. They just never got the trust.

Two thousand years of a trusted asset frozen in place. A financial system verifying everything except the one asset people have trusted the longest.

Product Gallery

[ Screens are drag-able ]

// OUTCOMES & IMPACT

The Solution

I owned the system end to end architecture, brand identity and motion.That meant mapping the user journey and information architecture from scratch, then building the design system on top of it: color palette, iconography, logo, animation guidelines, and tone of voice. Beyond the product itself, I designed the brand's merchandise and contributed to marketing.

The core screens I designed handle borrowing against collatera, minting AltGold, the platform's gold-backed stablecoin, directly against the assets users deposit.


Gold, the Old Way

AltGold

Trust the certificate

Verify the chain of custody

Value sits, does nothing

Value backs a yield-bearing stablecoin

Ownership mediated by institutions

Ownership verifiable by anyone, on-chain

Centuries of trust, decades of opacity

Centuries of trust, made provable

[ PROCESS ]

Challenges

The hardest part of building AltGold wasn't the tokenization architecture; it was standing in front of a vault manager or gold supplier and asking them to be early. Every marketplace faces some version of the chicken-and-egg problem - without supply, you can't attract demand, and without demand, you can't attract supply. But gold suppliers had a second, sharper reason to hesitate, one specific to institutional finance moving on-chain. As one RWA platform CEO put it, describing the exact hesitation we ran into: "In the past, institutional players hesitated. Even a $5 trillion real estate manager would see the opportunity but hold back, waiting for competitors to make the first move." ReforgeInvestax

Nobody wanted to be the vault manager who moved early on an unproven rail. Everybody wanted to be the vault manager who joined the proven one.

How we reframed it:

  • The hard side wins most. Whichever side of a marketplace is harder to secure is also the side that captures the most value once the network works. Supplying gold to AltGold wasn't a favor to us — it was a claim on the more valuable side of the market, staked early.

  • Gold can afford to wait — that's what makes it low-risk to commit. Passive supply (gold sitting in a vault) doesn't carry the same cost of being early that active supply does (a driver's idle hours, a freelancer's open calendar). Joining early cost suppliers optionality, not capital.

  • First movers set the category. In an emerging market, the supplier who joins early doesn't take on more risk than the one who waits — they take the position everyone else ends up competing for.

// extras

Additional Work

Like my other projects, I worked on some cool animations and interaction stuff too.

Reflection

Its a whole different ball game when you're trying to let alone present, but even talk to men in suits worth billions of dollars. This project truly helped me understand early on in my career as to how to go about benchmarking every claim within your product and tying it a favourable outcome.