Overview
The project focused on transforming our core B2C bridging tool into a flexible, B2B-ready solution to support a major business strategy shift. As the sole product designer, I guided the product's evolution, focusing on creating a customizable widget, a developer portal for managing API keys, and a dedicated playground for clients. A key feature was the ability for users to initiate a bridge without connecting a wallet, informed by direct user interviews. This redesign was crucial for unlocking a new business model and scaling the platform.
Problem
Our existing B2C bridge was a static tool that was a good fit for our individual users, but it was inflexible and couldn't be integrated by other businesses. As our company shifted its focus to a B2B model, this created a significant challenge. We lacked the developer-centric features and modularity required to attract and serve a new client base, which was essential for future growth.
Solution
The bridge was reimagined as an embeddable widget that could be seamlessly integrated into any client's platform.
This solution included designing a new developer portal where clients could manage their own API keys, as well as a user-friendly playground for customising the widget’s appearance. The project also added new features like swap support and the ability for users to bridge without first connecting a wallet. This work directly addressed our new business goals and unlocked a vital path to monetisation.
Designing for the Developer Journey
The redesign of the bridge was guided by one core principle: to create a product that was equally intuitive for end-users and powerful for our new developer clients. This meant transforming the bridge product into a flexible, adaptable tool.
01
From Page to Widget
The first challenge was re-architecting the user flow to fit within a compact, embeddable widget. I designed a clear, modular layout that maintained all core functionality while allowing for customisation, ensuring it could integrate seamlessly into any client's platform without compromising the user experience.
02
Building a Developer-First Experience
To truly empower our B2B clients, the focus was on giving them full control over their integration. The journey began with the customization playground, a space where developers could see the widget come to life in real-time. This provided them with a powerful and easy way to tailor the tool to their brand's identity. To complete this self-service experience, we also built a dedicated developer portal where clients could manage their own API keys with ease, providing them with the necessary control for a seamless integration.
03
Listening to Users: Bridging without a Wallet
Users often faced a two-step process to move assets, either requiring a withdrawal from a centralized exchange and then a bridge or the connection of a personal wallet, which raised privacy concerns for some. Our goal was to solve this by creating a new feature that allowed users to initiate a bridge without connecting a wallet.
To ensure this non-standard flow was simple and trustworthy, we conducted user interviews on the MVP. The feedback from these sessions directly informed the design and help us create a clear and simple user journey.
Unlocking a New Market: A Design for B2B Growth
The strategic pivot to a B2B model, supported by this redesign, unlocked significant business value. The addition of swap support had a direct and measurable impact on key metrics, demonstrating the value of this new functionality.
11
New clients onboarded from the dev tools.
$99.7 M
Volume of assets swapped.
Learnings
Shifting from a B2C to a B2B mindset was a significant learning experience. I learned to prioritise the needs of a new user type, focusing on providing tools for easy integration.
For a complex and non-standard feature like bridging without a wallet, user interviews were invaluable. They helped me uncover user pain points and build a truly intuitive and trustworthy experience from the ground up.