Apex is a multi-asset money app built for people whose money doesn't live in just one place, cash, crypto, gift cards, and cards all at once. I owned product design across the entire platform, not a single feature, working to make a genuinely complex financial product feel calm and dependable to use.
Most of the people Apex is built for don't have one clean way they use money. They're getting paid in cash or bank transfers, holding or trading crypto, buying and selling gift cards to move value across borders, and paying for everyday things, airtime, data, bills, from whatever app happens to be open.
For a lot of them, that isn't experimentation. It's just what managing money looks like when you're earning, saving, and spending across different currencies and systems, often with no single place that tells you "what do I actually have, right now."
My work on Apex has spanned the full breadth of that experience, the crypto wallet, virtual cards, gift card trading, bill payments, invoicing, an AI-assisted bill payment chat, and the internal dashboards the business team uses to manage it all.
Before the redesign work, using Apex properly still meant thinking in silos, crypto here, gift cards there, cards somewhere else, bills as an afterthought. That's a hard model to design for and an even harder one to use:
The goal wasn't to make five separate tools feel prettier. It was to make them feel like one product, with one balance you could trust at a glance.
I worked as a product designer across every surface of Apex, translating complex payment, crypto, and admin workflows into interfaces used by thousands of customers. That meant partnering closely with the CTO, product managers, and engineers to take features from concept to release, and being accountable for how the product felt as a whole, not just how individual screens looked.
I also built and maintained the design system Apex runs on, so that new features, a card flow, a new bill category, an admin view, could ship consistently instead of drifting into their own visual language over time.
End-to-end redesign of card creation, funding, deposits, blocking, and statements, making card management feel closer to a bank app than a crypto tool.
Trading flows for buying, selling, and swapping crypto, alongside a gift card exchange that lets users convert between currencies and assets.
Streamlined invoice and bill payment flows, plus an AI-powered bill payment chat experience designed to cut friction out of everyday transactions.
Internal tools giving the business team clear visibility into transactions, fees, and user management, the operational side users never see.
Apex sits in a category where trust has to be earned before anything else. People are moving real value, cash, crypto, gift cards, and many have been burned by apps or platforms before. If the product feels uncertain anywhere, from a login screen to a transaction confirmation, users won't keep real balances in it.
That shaped a lot of the smaller decisions across the product: clear confirmations before anything irreversible, consistent patterns for showing fees and destinations, and sign-in flows (passkeys, biometrics, familiar social logins) designed to feel current rather than makeshift.
Organising the product around individual features made it feel scattered. Organising it around how money actually moves, cash to crypto to gift card to card, made the structure click. Navigation started to feel like flows instead of a list of menu items.
Buy, sell, swap, fund, withdraw, the challenge was never adding capability. It was keeping the product usable for a first-time user while staying fast enough for someone doing this daily, without splitting the experience in two.
Working across every feature, not just the ones that were interesting, pushed me past pure UI into product thinking: what to prioritise, how features connect, and where the real friction in a user's day actually sits. It's a big part of what's pulling me toward product strategy now.