Giving tokenized investments a place in the portfolio

Designing Genezys, an investment platform for tokenized assets, from discovery to launch.

My role

Product Designer

Timeline

2021 - 2023

The Challenge

Tokenization sells something people have no mental model for. An investor opening the platform had to understand an instrument that was not a stock, not a fund and not a savings account, issued by a company they had never heard of, settled by a smart contract they would never see. The team was building the product and the category at the same time, with no competitor whose patterns we could borrow and no user who arrived already knowing the vocabulary.

Tokenization sells something people have no mental model for. An investor opening the platform had to understand an instrument that was not a stock, not a fund and not a savings account, issued by a company they had never heard of, settled by a smart contract they would never see. The team was building the product and the category at the same time, with no competitor whose patterns we could borrow and no user who arrived already knowing the vocabulary.

Jobs to be done

The key user tasks the new interface needed to support.

Understanding

Investors should be able to tell what a token pays and when, without prior knowledge of the market.

Comparing

Offers of different natures should be readable side by side, on the same terms.

Tracking

Investors should see what they own, what it returned, and when the next payment lands.

Goals

The outcomes the product was measured against.

Help users

Make an unfamiliar asset class legible to someone buying their first R$ 25.

Help Genezys

Take an idea discussed with the founders into a product that could launch, hold real money and be sold.

Help Growth

Make the portfolio worth opening between purchases, not only at the moment of buying.

The Solution

A platform that reads as an account, not a catalogue. Four surfaces with one logic: what you own, what you can buy, what you committed to, and what changed since you last looked. Every token type, from an agricultural receivable to a startup, enters through the same anatomy, so comparison is possible for someone who had never bought an asset before.

A platform that reads as an account, not a catalogue. Four surfaces with one logic: what you own, what you can buy, what you committed to, and what changed since you last looked. Every token type, from an agricultural receivable to a startup, enters through the same anatomy, so comparison is possible for someone who had never bought an asset before.