Finary is a wealth management platform where users track all their assets. Before this project, they could only track their portfolio, not invest. I had the opportunity to led the end-to-end design of the new Crypto Product, built entirely from scratch across Mobile and Desktop, turning Finary into a complete investment platform. The challenge was twofold: 1) Convert existing users into active crypto investors 2) Make the flows simple and trustworthy enough for beginners entering crypto for the first time I designed all key flows: Onboarding, Buy, Sell, Swap, Deposit, Withdraw, and Earn (Staking & Lending) - covering fiat deposits via card or bank, on-chain crypto deposits, automated DCA saving plans for retention, and a complete transaction history with CSV export for taxes and regulatory needs. Because crypto requires trust, I integrated robust security flows: 2FA protection, email validation, verified bank connections, and clear risk communication inside every sensitive flow. To support growth, I designed the VIP tiers (Finary Plus) where users unlock lower trading fees when they subscribe, a strong incentive that increased conversions and generated recurring revenue. I also contributed beyond product: I designed activation funnels, marketing assets, and acquisition campaigns to help new and existing users make their first crypto purchase, directly impacting adoption. Finally, I also led the branding and visual direction of Finary Crypto, gradients, icons, motion, and spatial visual language. I defined the creative direction and guided freelance 3D artists to produce videos and 3D assets. This creative direction I put on this product was so impactful that it influenced the full rebrand of the whole Finary’s brandingm app, website, and marketing identity.