Jay Herbert

Joined on a short-term contract to help deliver ether.fi Summer, an upgrade to its crypto neobank.

• •Led UX/UI design for Borrow & Lend and Trade, covering crypto and tokenized stocks.
• •The associated lending market passed $100M in deposits in its first week and reached $237M by the end of the month.

Designed NFT marketplace experiences across Bitcoin, Ethereum, Solana and Polygon.

• •Owned design for NFT discovery, listing and trading across web and mobile.
• •Researched problems in the trading journey and worked with product and engineering on improvements.
• •Simplified wallet connections and transactions across chains.
• •Built and maintained shared design components across platforms.

Led product design from early research through launch, working with product, engineering and marketing.

• •Used research and competitor analysis to plan onboarding and wallet connection flows.
• •Designed the mainnet and testnet apps, marketing website and launch materials.
• •Designed journeys for people new to Bitcoin and experienced DeFi users.
• •Worked on the airdrop campaign, which attracted $320M+ in total value locked within three weeks.
• •The platform onboarded 83K+ wallets and facilitated more than 1,000 BTC in bridged assets.

Redesigned the platform’s UX and visual identity, covering trading, liquidity provision and staking.

• •Took designs from wireframes through to implementation.
• •Tested core flows with early users and revised them based on their feedback.
• •Built the design system and defined the brand’s visual identity.
• •The platform reached 6,200+ active users in its first weeks and $302M+ in trading volume during its first month.

Led the redesign of Interlay’s DeFi app for desktop and mobile.

• •Designed the user experience for its trustless Bitcoin bridge to Polkadot.
• •Built the design system and supporting UX documentation.

Redesigned the UX and UI for a yield optimizer on Terra.

• •Used user testing to identify problems and improve key flows.
• •Created a responsive interface and design system.
• •During my time there, total value locked grew from $100M to $230M+.

Designed a DeFi platform offering yield strategies and liquidation protection on Terra.

• •Designed vaults, trading, governance and cross-chain bridge features.
• •Established shared interface patterns across the product.
• •During my time there, total value locked grew from $30M to $150M+.

Designed native and web applications for clients including CNN, British Gas, Vodafone and Chevrolet.

• •Ran user testing workshops and used the findings to revise prototypes.
• •Built and maintained design systems used across multiple brands.

Led UX design for mobile and desktop loyalty platforms serving NatWest and RBS customers.

• •Improved conversion flows within banking compliance requirements.
• •Maintained design systems across brands and platforms.
• •Created digital and print marketing materials.

Led the redesign of the core poker product for desktop and mobile.

• •Created a shared design system for web and native apps.
• •Designed poker table illustrations and game interface assets.
• •Produced digital and print marketing materials.

Designed products for Ladbrokes, Foxy Bingo, Party Casino and Bwin.

• •Redesigned the Ladbrokes cashier to simplify deposits.
• •Worked on conversion improvements across the group’s brands.
• •Produced UI specifications and design documentation.

Worked across product UX and marketing design in a small team, progressing from junior to senior designer.

• •Mentored junior designers.
• •Created 3D assets for Premier League stadium advertising.

Worked across graphic and interface design, progressing from junior to senior level.