Overview
Moralis Money helps crypto users discover tokens before they trend — but once they did, trading them felt slow, complex, and disconnected.
My role was to lead a design exploration that solved two challenges:
✅ Simplify the end-to-end trading experience
✅ Make account abstraction (smart contract-based trading accounts) accessible to all users
We ran user interviews and flow analytics to understand pain points. We learned:
❌ Users didn’t understand why they needed to activate a trading account.
❌ Multiple steps—copying addresses, switching platforms, MetaMask pop-ups—created friction.
These insights drove our design direction.
We created an embedded trade widget users could access from any screen. We A/B tested it against a fullscreen version and found the sidebar format increased trading activity and kept users in context.
We presented a trading sidebar accessible from any Moralis Money screen. The sidebar includes fields for selecting the buy and sell tokens, integrating our token search (so users were able to find trending tokens and immediately trade them).
Onboarding flow designed to deploy and activate the “Trading Account” via account abstraction. We guide the user from the welcome screen to depositing funds and confirming that their smart account is ready, reducing friction with clear messages and animations.
During this exploration, we conducted usability tests with prototypes: most participants understood the trading account concept better when presented with this guided onboarding, compared to the previous experience of simply launching a technical MetaMask window without any context.
Our design exploration significantly improved the user experience and product strategy of Moralis. We collaborated with the product team to envision a more advanced trading experience within Moralis, leveraging the flexibility of the smart trading account.
We provided users with professional-grade tools while maintaining simplicity? High-impact business ideas emerged: enabling automatic orders based on price alerts, copy-trading (mimicking expert wallets' trades), and customizable panels with market data.
We provided users a standalone trading screen, with customizable widgets ?: live trading pair chart, user’s “saved tokens” list, trending tokens, recent relevant transactions, among others.
This initiative not only expanded the functionality of Moralis Money but also solidified its position as an essential tool for traders and developers in the crypto ecosystem. Here are some key learnings from my experience:
⚙️ Iterative Development and Adaptability
I recognized the critical role of iterative development in refining products to align with user needs and market dynamics. Leading projects such as Widgets, Beans, and Account Abstraction, I oversaw significant modifications based on user testing and market behavior analysis, ensuring their relevance and effectiveness
Collaborating closely with diverse teams, I enhanced communication and fostered a culture of continuous feedback. This approach was vital in developing user-centric solutions and streamlining onboarding processes, making complex blockchain technology accessible to all users.
I adopted a culture of prompt deployment and iterative improvement, facilitating rapid learning from real-world applications. Embracing mistakes as learning opportunities allowed for timely adjustments and informed future development strategies.