Anzen

Unified a fragmented DeFi experience into a cohesive platform, improving user clarity, reducing friction in core financial actions, and establishing trust through clean, consistent design

🧠 Challenge

Anzen’s platform offered powerful DeFi features—staking, bridging, vaults—but users struggled with fragmented navigation, inconsistent flows, and unclear portfolio insights. My goal was to unify the experience, simplify core interactions, and increase trust through clarity.

Lean UX Framework

I started by identifying friction points across key journeys like swapping, staking, and bridging (Discover). Then, I collaboratively sketched flow diagrams and low-fidelity wireframes to propose a cleaner information hierarchy (Ideate & Prototype). This rapid, iterative process allowed me to quickly test, refine, and evolve the UX before moving into high-fidelity UI design.

Key Arguments

• Restructured navigation to reduce page-finding time by ~3 seconds

• Simplified bond purchase flow, reducing steps by 40%

• Streamlined staking and reward claiming, cutting task time by ~3 seconds

Supporting Evidence

• Internal task-time trials showed avg. navigation time across common tasks improved by ~5 seconds

• Before–after benchmarking revealed ~35% reduction in redundant steps

• CTA clarity improved by ~25 percent based on internal mis-click and hesitation tracking

• Simplified IA from 5 scattered categories to 4 focused items: Internal testing showed navigation mistakes reduced by ~20%