Designing Clarity and Scale for Moar Market ($4.06M TVL)
Overview
A credit layer built with the Move programming language, Moar Market introduces the concept of Composable Leverage - giving you credit to use across DeFi protocols. As a protocol, Moar Market can be plugged into providing leveraged exposure to nearly all primitives - including LSDs, Restaking, AMM LP Pools, RWAs, long-tail assets, and more.
Role
Founding Designer | Remote | Global Team
Words
From The Co-Founder Of MoarMarket - MrBoson ( Sam )
I’ve worked with Dragoon ( anon name ) for the last four years across a bunch of DeFi products, from idea-stage experiments to fully launched apps. He’s one of the few designers I’ve met who can immediately understand where a product is going. He just gets it and more importantly, knows how to translate that into clean, thoughtful design. Dragoon ( anon name ) taste keeps getting better every year. He’s always picking up new tools, refining his style, and staying ahead of what’s happening in product design. He’s turned around some seriously complex UI challenges for us - things like leveraged vaults, trading interfaces and made them feel intuitive and polished. I’ve thrown a lot at him over the years, and he’s consistently delivered. If you’re building in DeFi and need someone who can keep up with fast-moving ideas and make them look and feel great, I can’t recommend him enough.
Challenges
Translating ambitious, founder-driven visions into practical, scalable design solutions.
Securing crucial early-stage grants based on product design and development, and establishing credibility within a highly competitive DeFi market.
Crafting an intuitive, user-friendly interface for complex financial operations.
Approach
Strategic Leadership: Led the end-to-end design process, transforming initial concepts into detailed wireframes and polished final products.
Brand Positioning: Developed a distinctive brand identity and compelling design narrative, strategically positioned to stand out in the competitive DeFi ecosystem.
User Experience Focus: Created simplified, intuitive user interfaces that minimized complexity across Lending, Farming, Trading, Bridging, and Points modules.
Crafting Moar Market
The design journey began with deep discovery sessions with founders. Through these collaborations, this process helped establish a clear narrative around Moar's value proposition, leveraging transparency, simplicity, and trustworthiness. With user experience in mind, I simultaneously developed and designed a strategic brand identity for Moar. The narrative centred around innovation, uniqueness, empowerment, and trust, all crucial attributes in the DeFi world. This brand identity wasn’t just aesthetics, it strategically positioned Moar to stand out clearly in a crowded market
I started by creating initial wireframes aimed at clarity and simplicity. Iterative feedback sessions quickly became integral, refining user flows and interactions based on direct stakeholder input. Rapid prototyping allowed the team to quickly visualize user journeys, highlighting potential friction points that we could proactively address.
Focusing on intuitive interaction, I crafted a minimalist yet powerful user interface. My designs strategically minimized cognitive load by streamlining navigation and interactions. Every transaction was supported by clear, step-by-step feedback, significantly enhancing transparency and building user confidence. The information architecture was meticulously designed to ensure that every interaction was smooth, direct, and intuitive.
I also designed Moar Market’s seed deck, transforming the founders’ raw ideas into a compelling, investor-ready story. The deck balanced design clarity with financial strategy - visually articulating Moar’s value proposition, ecosystem potential, and brand identity. This storytelling design played a crucial role in engaging investors and securing early grants and incubation support.
My design approach didn't just look good, it delivered tangible results. The clarity, simplicity, and user-centric design significantly contributed to Moar securing pivotal grants and incubation support from renowned entities like Thala Labs and Aptos Foundation’s DeFi Fund. This success marked Moar as only the second project to achieve this milestone.
Solutions
End-to-End Product Design: Designed comprehensive, intuitive UX/UI solutions tailored for seamless financial interactions and minimal friction.
Solid Design System: Built a design system from scratch that made development easier by roughly 40%, giving the team a faster way to ship new features, experiment confidently, and scale ahead of competitors.
Efficient User Flows: Optimized transaction processes, reducing the number of clicks required, thus enhancing user experience and operational efficiency.
Transparency and Trust: Implemented clear, step-by-step transaction feedback and refined information architecture to build trust and ensure transparency.
Designed and directed Moar’s launch landing page; amplifying brand awareness, creating a distinctive market presence, and setting the stage for a successful product launch.
Impact
Secured Key Grants: Design played a crucial role, alongside other key factors, in securing vital early-stage grants and incubation from prominent entities like Thala Labs and Aptos Foundation's DeFi Fund.
Market Differentiation: Successfully positioned Moar Market with a compelling brand narrative and a visually distinctive identity, establishing its presence as a leading DeFi protocol within the Aptos ecosystem and the broader DeFi landscape.
Enhanced User Engagement: Improved user adoption rates by simplifying interactions and enhancing user trust through transparency-driven design.
$4.06M Total Value Locked. This wasn’t just liquidity; it was conviction. A milestone that affirmed Moar Market’s position as the go-to leverage layer on Aptos, built on trust, performance, and momentum.
Design execution directly contributed to $54K in fees, $17K in revenue, demonstrating measurable growth driven by UI/UX clarity and product strategy.
Thanks for reading and taking the time!
If you’d like to know more about me or dive deeper into my work, feel free to reach out. Let’s connect, share ideas, and explore ways we can work together. Contact me anytime, I’d love to hear from you ♥
PS: I only present a curated set of visual moments from each company, chosen through my lens of perspective and taste. I’m thankful to everyone who’s been part of this journey, and to the tools, resources, and assets that made it possible.
Let’s connect, email me, or DM me on twitter.