NFTfi

NFTfi is the leading peer-to-peer NFT lending protocol. I joined as the second team member with a significant equity stake and helped shape the platform from inception through to institutional scale — evolving it from a basic lending tool into a sophisticated DeFi protocol facilitating millions in loans.

My role covered product strategy, UX/UI design, brand identity, front-end architecture, and data visualisation. The core challenge was designing interfaces that help users make complex financial decisions with confidence — offer landscape visualisations, portfolio management tools, and loan lifecycle dashboards that surfaced the right information at the right time.

As the user base shifted from early DeFi participants to professional lenders, I led the brand evolution from crypto-native to institutional-grade, and migrated the front-end from bespoke JavaScript to a Vue.js / MUI (Minimal) component system. I also designed all interfaces for NFTfi's token launch — staking flows, incentive dashboards, and tokenomics explainers.

A key part of my process was rapid prototyping with real on-chain data using D3.js — building production-quality visualisations in one to two day sprints that surfaced edge cases long before engineering got involved.