Building a beloved brand at the frontier of bitcoin finance
Over four years as Head of Design, I helped grow Fold from an early-stage bitcoin gift card app into a category-defining financial platform with a cult following. I led design across product, brand, and marketing—launching the first bitcoin rewards debit card, shaping a design culture rooted in clarity and delight, and driving product-led growth through every funding stage.
From early product testing through rapid growth, I helped Fold find product-market fit in an emerging category. We built a brand and product experience that made people’s first interaction with bitcoin feel friendly, rewarding, and worth coming back to.
See how we evolved this brand to support Fold's public launch here.
From launching the flagship debit card to expanding Fold into a multifunctional finance app, I led design across every stage of product development. That meant designing the physical card, building scalable and compliant processes with cross-functional teams, and learning to operate like a financial institution from the ground up. We experimented relentlessly—looking to game design for lovable loops, leaning hard into variable rewards, and exploring every growth lever to drive engagement and retention. Each feature was shaped not just for utility, but to deepen the habit and keep users coming back.
I grew and led a multidisciplinary design team—mentoring designers, shaping cross-functional processes, and making design a strategic voice in company decisions. I advocated for clarity and delight in every touchpoint, building a culture where both could thrive. (And yes, I did design a pair of sunglasses for Paris Hilton)
