Overview

As the sole founding design contributor, I started contributing to Hubble Exchange from day zero and shaped the product’s entire design and brand journey. From defining the trading experience to leading DAO-wide design operations, I helped take Hubble from MVP to testnet to mainnet - unlocking key milestones throughout the journey, delivering a seamless, trusted trading platform that made complex DeFi flows feel as intuitive as a CEX, without compromising Web3 values.

My Role & Leadership Impact

In the early days, I joined Hubble Exchange as the sole design contributor. With no design foundation in place, I led the entire 0 → 1 journey, from art/creative direction and brand identity to product design, UI/UX strategy, and marketing collateral.

The Challenge

Designing a decentralised perpetual futures exchange that feels as intuitive and seamless as a centralised platform, without compromising on the ethos of Web3. Hubble needed a product experience that could stand out in a saturated DeFi market, drive adoption, and scale across the Avalanche and more ecosystems.

• Translate complex perpetual trading into a clean, trustworthy interface.
  
  

• Built and managed a full-stack brand and product experience from the ground up, co-leading community initiatives, and overseeing DAO design operations.
  
  

• Enable CEX-like UX within a decentralised infrastructure.
  
  

• Design growth loops (referrals, NFTs, gamification) that convert power users and first-time DeFi traders alike.

  
  

From Concept to Traction

I crafted the MVP and pitch deck that secured crucial funding and helped bridge the transition from testnet to mainnet, setting the stage for long-term scalability and success.

Contributed to the success of V1, which gained significant traction and drove over $150M in cumulative trading volume, with my contribution focused on enabling a frictionless, trust-driven user interface, visual and experience design.

Turning DEX Complexity Into Simplicity

My north star was clear: Bring CEX-level ease to a fully decentralized exchange, without compromising the ethos of Web3.

I designed a clean, intuitive, and accessible UI/UX from the ground up, simplifying complex DeFi actions into something anyone could use and trust. That clarity and usability drove rapid traction and strong market presence within just days of launch.

Launch Metrics:

• Cumulative Trading Volume: $41M

• TVL (Total Value Locked): $4.8M

• Total Trades: 17,133

• Average Daily Trading Volume: $800K

Design that didn’t just look good - it drove real, measurable outcomes.

Interface and Experience That Drive Volume

I crafted a streamlined UI/UX from scratch that simplifies complex information, ensuring effortless onboarding, easy navigation, and enabling users to execute trades with ease. By eliminating complexities, Interface customization, integrating educational tutorials, implementing real-time notifications, offering flexible wallet integration and switching, and providing accessible guidance at every step, I enhanced user engagement and efficiency.

This intuitive design approach not only improved the user experience but also captured the attention of renowned founders and teams, marking a significant milestone in user interface success.

Design Approach

Leveraging my experience in UI/UX design and crypto-native design strategy, I implemented a multi-faceted design approach that made Hubble’s product experience feel both trustworthy and modern:

• Built a comprehensive brand identity and modular design system to ensure visual and functional consistency across platforms.

  
  

• Crafted intuitive user flows based on familiar trading patterns, informed by user research and competitive analysis, reducing onboarding friction and enhancing usability for both first-time and experienced traders.

  
  

• Conducted user research and MVP validation with support from the Avalanche Foundation and early ecosystem partners.

  
  

• Built interactive prototypes for both the DEX and marketing landing pages to test, iterate, and validate user flows early.

  
  

• Established a scalable design capability covering product UX, UI systems, and brand storytelling, ensuring long-term creative and operational efficiency.

  
  

• Ran workshops, feedback loops, and product alignment sessions across design, engineering, and strategy stakeholders.

  
  

• Planned and designed the "CORE" design system for marketing visual design (improved marketing design ops by 90%)

  
  

Systems, Growth Loops, and DAO-Driven Ops

• I co-led the UI/UX design for Hubble Exchange's referral, gamification, NFT's initiative program, taking it from concept to launch. This invite-based mechanism was crafted to enhance both user acquisition and retention.

  
  

• Directed the creative vision for Hubble DAO, leading art/creative direction, storytelling, and brand expression to resonate with DeFi communities and ecosystem leaders.

  
  

• Developed scalable, cross-platform design systems and ran extensive user testing to refine UI/UX for different user personas.

  
  

• Co-managed design asset creation across illustrations, animations, videos, and static visuals, powering campaigns, education, and community growth.

  
  

Collaboration, Leadership & DAO Management

• I worked closely with core contributors, from smart contract engineers to frontend/backend devs and marketers, to refine features and uphold design quality.

  
  

• Delivered strategic design recommendations that supported marketing, product planning, and iterative growth.

  
  

• Mentored and led design contributors across the DAO, running workshops, giving strategic guidance, and creating documentation to streamline creative delivery.

  
  

• Took on project management for Hubbleverse DAO, defining and optimizing design workflows, contributor expectations, and delivery speed.

  
  

• Maintained DAO design alignment, ensuring every creative decision supported Hubble’s mission and broader ecosystem goals.

Campaign & Creative/Art Direction

• Directed end-to-end creative and art direction for flagship brand and community campaigns - including Hubble Rooms, Cultural Space Cats, Hubble Mainnet Launch, Hubblenet Launch, and multiple social media content rollouts.

  
  

• Set the global design and visual direction for all creative outputs, aligning brand storytelling, product marketing, and community initiatives under one unified design system.

  
  

• Partnered with illustrators, motion artists, and contributors to craft campaign frameworks that transformed complex DeFi concepts into clear, engaging narratives.

  
  

• Led research-informed creative strategy, translating user insights and market context into visual storytelling that connected with both traders and builders.

  
  

• Visual content scaled community engagement and brand recognition, establishing Hubble’s visual identity as one of the most distinct and culture-driven brands in the Avalanche and Perp DEX ecosystem.

  
  

• Directed social visual content launches that expanded awareness across ecosystem channels, creating visually cohesive and emotionally resonant stories around every product milestone.

  
  

• Helped position Hubble as not just a perpetual DEX - but a brand with a story, a soul, and a culture.

  
  

Major Design Milestones

• Led the full design and redesign of Hubble Exchange MVP, V1, V2 App and Website, delivering a modern, frictionless interface that boosted user trust and trading efficiency.

  
  

• Designed the Space Cats NFT Experience, enabling transparent reward claims and storytelling, increasing NFT engagement and DAO participation.

  
  

• Helped launch Hubblenet, a specialized perpetuals chain, designing UI/UX improvements, awareness campaigns, NFT drops, and milestone visuals that fueled ecosystem growth.

  
  

• Spearheaded creative and art direction for NFT campaign and marketing initiatives, leading contributors with strategic guidance from concept to launch.

  
  

• Co-conducted feedback, user research sessions, and interviews with the Avalanche Foundation and other ecosystem leaders and partners to optimize data presentation, information architecture, & UX interactions.

  
  

• Co-led creative production for Avalanche Summit, covering NFTs, pitch decks, merch, and booth visuals that left a memorable brand impression and increased awareness organically.

  
  

• Directed 8+ multidisciplinary contributors, co-owning the full pipeline for product visuals and marketing materials, delivering high-impact creative at scale.

  
  

• Raised internal design standards and consistently pushed for operational excellence across the DAO’s design arm.

  
  
  

Operational Leadership at DAO Scale

• Took on project management responsibilities for Hubbleverse DAO, streamlining design operations and documenting workflows to increase delivery speed and creative output.

  
  

• Co-led end-to-end design for NFTs, pitch decks, merchandise, and event creatives for the Hubble Booth at Avalanche Summit, making a bold and memorable ecosystem impact.

  
  

• Managed all design contributors, raising creative standards and amplifying operational excellence across the board.

  
  

• Co-led and scaled a multidisciplinary team of 8+ contributors, overseeing the strategy and production of product visuals and marketing materials to ensure high-impact, on-brand execution.

Launching Hubblenet

I led the design transformation for the launch of Hubblenet, a custom-built, Avalanche Subnet designed exclusively for the Hubble Exchange, a decentralised exchange (DEX) focused on perpetuals trading.

This included:

• Major UI/UX improvements

• Branding improvements

• Planning and production of visual assets for marketing campaigns

• Designing NFT drops and updating visuals

Hubble Net Features:

• Multi-collateral, cross-margin perps

• Gas fees in USDC (not AVAX)

• Stateful precompiles for lower gas costs

• Multiple order-book support

• Advanced order types: private, gasless, JIT

• EVM compatible & composable

• On-chain liquidations

• High throughput optimizations

• Decentralized limit order book + matching engine
  
  

As a result, Hubblenet has surpassed 10 million transactions since its inception, marking another major milestone in our design contribution to the growth story, also recognised by Avalanche, Ava Labs, and industry leaders for its smart, clean and intuitive UI/UX, protocol model and unique brand and visuals direction.

Key Takeaways

Great DeFi design isn’t just about visual polish and tech, it’s about strategic simplification. At Hubble, I transformed trading complexity into clarity, building experiences that fostered trust at scale. Leading design within a DAO wasn’t about control; it was about alignment, ensuring that every contributor, from engineers to marketers, moved in sync with the creative vision. Operational excellence and storytelling were just as essential as pixels. Design wasn’t a support function. It was a growth engine, driving everything from fundraising to user acquisition, product adoption, and ecosystem momentum.

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.