🚧 Work in progress 🚧
Company
Ledn is a digital asset platform offering crypto-backed loans, savings products, and other financial services to help clients grow and manage their cryptocurrency holdings securely.
My Mandate
Design lending products that simplify borrowing against volatile crypto assets, making the process intuitive, transparent, and trusted by both individual and institutional clients.
Project: Borrow-to-X (B2X) Lending Platform
Ledn’s B2X Lending Platform allows clients to borrow against their Bitcoin or other crypto assets to purchase additional cryptocurrency, effectively doubling their exposure. The platform serves two primary audiences:
Individual clients: often new to crypto-backed lending, needing guidance and reassurance.
Institutional clients: requiring scalability, advanced controls, and detailed loan insights.
The original platform was functional but complex, with poor navigation and limited transparency around key loan terms. This created uncertainty for users in a market where volatility already heightened risk.
Problem: What’s not working
Borrowing against cryptocurrency is inherently complex, with fluctuating collateral values and strict risk management requirements. The original B2X platform’s design failed to address this complexity effectively. The impact:
Poor transparency: Users lacked visibility into how market volatility affected collateral value and loan-to-value ratios.
Low confidence: The absence of clear, accessible explanations discouraged borrowing, especially among first-time users.
Inefficient flows: Confusing navigation and unclear steps increased drop-off rates in loan applications.
Institutional misalignment: A one-size-fits-all interface failed to meet the needs of both retail borrowers and institutional partners.
Approach: How the solution took shape
1. Research & Discovery
To deeply understand borrower needs and behaviors, I collaborated with PMs, Engineers, Legal, and Compliance teams to analyze both user and business requirements. Research activities included:
User interviews: Conducted with both retail and institutional clients to surface pain points and expectations.
Usability testing: Observed users navigating the existing platform to identify friction in the application and loan management process.
Market benchmarking: Reviewed competitor lending platforms to identify best practices in transparency and usability.
Key insights:
Many users struggled to understand how collateral fluctuated in value and its impact on loan terms.
Institutional clients needed advanced features without sacrificing speed.
Clarity and guidance were critical to building confidence in such a high-risk environment.
2. Platform Structure & Navigation
I restructured the platform’s navigation and content to reduce complexity and increase discoverability:
Clear user flows: Established a guided, step-by-step loan application journey with contextual help, tooltips, and FAQs.
Segmented experiences: Created tailored dashboards for individual vs. institutional clients, surfacing the most relevant data and tools for each.
Transparency-first design: Consolidated all key loan metrics — collateral value, loan-to-value ratio, interest rate — into a single, real-time view.
3. Information Design & Visualization
The design focused on simplifying complex financial data without losing depth:
Collateral visualization: Dynamic charts updated in real time to show collateral performance relative to loan health.
Loan terms breakdown: Visual modules broke down key details (e.g., interest, LTV, repayment schedule) into digestible sections.
Risk awareness: Added proactive alerts and margin call warnings so users could take action before issues arose.
4. Prototyping & Iteration
With the loan flow structured, I moved quickly from wireframes to interactive prototypes to validate whether transparency and confidence actually improved behavior. We tested with first-time retail borrowers and institutional users, watching where they hesitated, what they ignored, and which moments triggered questions. Each cycle tightened the flow and clarified risk.
Focus areas included dynamic collateral visualization, plain-language term summaries, and a guided application that removed unnecessary steps.
Feedback led to alert banners for price swings, clearer margin-call thresholds, and expanded reporting panels for institutional accounts.
By the final round, participants could explain LTV changes and next steps without prompting—exactly the behavioral signal we needed.
5. Collaboration & Compliance Alignment
Bringing a crypto lending product to life required tight coordination across functions. I partnered with Engineering to wire real-time pricing feeds and risk models into the UI, ensuring what users saw matched the actual loan engine. Legal and Compliance reviewed every disclosure and tooltip so clarity never compromised regulatory needs, and Product Marketing aligned in-app language with external comms for a seamless borrower experience.
Worked in agile sprints with design QA at each increment to preserve fidelity from Figma to production.
Maintained a shared spec (components, states, error handling) to speed development and reduce rework.
Ran go-live checklists with Support and Ops so alerts, notifications, and handoffs behaved as intended on day one.
Results & Impact
The redesigned B2X Lending Platform transformed a complex, high-stakes crypto loan process into an intuitive and trusted experience for both individual and institutional clients.
Increased confidence: Clear loan terms, real-time collateral tracking, and guided flows reduced loan abandonment rates by 35%.
Higher engagement: Platform usage grew by 40%, with more users leveraging their crypto to take out repeat loans.
Faster decisions: Borrowers could now understand loan terms and collateral implications in under 2 minutes, compared to 10+ minutes previously.
Competitive differentiation: Ledn strengthened its position in the crypto lending space by offering an unmatched combination of transparency and usability.
The result was a lending experience that made borrowing against volatile crypto assets not only possible, but straightforward and trusted — helping Ledn expand its client base and deepen relationships with existing users.