Scaling a simple crypto app into a 360º financial platform

Luno is a global cryptocurrency platform with 9M+ customers across 43 countries, spanning a retail app, a pro trading platform and institutional products. When I joined, it sold 10 crypto assets. It now offers 100+ alongside 70 stocks and ETFs, with multiple staking assets, interest-earning products, and loans and tokenised mutual funds on the way.

I'm the most senior designer in the business. I move between teams to unblock hard problems, set the standard and keep a zoomed-out view of how everything fits together, working with product, engineering, brand and marketing across all three platforms. The work spans UX strategy, information architecture, discovery, experimentation and design practice.