Unlocking a New Market
project 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.
Design timeline
~ 1 week for each part
my role
Product Designer
team
Design & Development Team
Problem
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
Onboarded clients via 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.
