High stakes, zero margin
When I joined OKX, the product looked like every other exchange — white backgrounds, generic blue navigation, red/green price data with nothing tying it together. It worked, but it had no point of view. In a market where trust and confidence are everything, a forgettable interface is a problem.
The bigger design challenge was the user spectrum. DeFi power users — people running 25+ swaps a week, monitoring multiple chains, reading candlestick data at a glance — were using the same product as exchange users migrating into Web3 for the first time. Those two users need different things. Most wallets pick one and alienate the other.
Challenge 1 — Visual identity at scale
OKX was operating in 200+ countries across web, mobile, and marketing surfaces. The visual language was inconsistent and generic. It needed a system — not just a rebrand — that could scale across every touchpoint without losing coherence.
Challenge 2 — The user spectrum problem
Power users need density and control. New users need orientation and trust. Designing for both simultaneously, inside one product, without making either feel like an afterthought, is the core tension of every consumer fintech product at scale.
Challenge 3 — Competing on craft
MetaMask, Phantom, Rabby — the Web3 wallet space had strong incumbents with loyal users. To win, OKX needed a product that felt considered and intentional, not just feature-complete. Design quality was a competitive moat.
Where it started, where it landed
The product went through three visual eras during my tenure. The transformation wasn't a single rebrand — it was a systematic evolution across surfaces, each iteration tightening the language.
White backgrounds, blue navigation bar — generic fintech, indistinguishable from competitors
No unified accent system — green and red used only for price data, no brand color
Dense trading interfaces with no visual hierarchy — everything competed for attention equally
Mobile and web treated as separate products — inconsistent patterns, no shared language
No personality — a functional tool that communicated nothing about what OKX stood for
Pure black surfaces — not dark grey, not navy, but true black as a deliberate identity statement
Neon green (#b1f145) as a singular brand accent — ownable, energetic, and unmistakably OKX
Clear information hierarchy — primary data prominent, secondary data recessive, actions obvious
Unified system across Web3 wallet, exchange, and marketing — one visual language at global scale
A product with a point of view — premium, data-forward, confident without being intimidating
Four surfaces, one system
I led design across the four core surfaces of the OKX Web3 wallet — each with its own user needs, data density, and interaction patterns. The challenge was making them feel like chapters in one book, not four separate products.
A wallet with a point of view
Infrastructure made visible
The OKX Web3 wallet went from a generic exchange extension to a product with a recognizable identity — a dark, data-forward interface that power users trusted for its density and newcomers could navigate without a tutorial. The visual system I helped build scaled across web, mobile, and marketing surfaces in 200+ countries. The neon green is still there.