5 min read


Roxe is a blockchain infrastructure company that powers the next generation of payments and digital commerce solutions. The mission is to build a global trusted community that includes everyone: consumers, businesses, merchants, central banks, banks, and non-bank financial institutions. They empower the entire community to provide real-time, low cost payments at low conversion fees.

I was part of the consumer and merchant mobile app team. The consumer app is an entry point for the users to come across lucrative deals, participate in Squad Deals (more on that later), buy eGiftCards, QR payments, P2P and cross-border payments - all of this using blockchain and with multiple assets like cash, and cryptocurrencies.

The merchant app on the other hand is an entry point for the merchants to post deals, eGiftCards, receive payments from customers.

With the blockchain and web3 industry booming, this felt like a great opportunity and industry to make an impact.

Quick Facts

My Role
Product Designer, Research, Low-Fidelity Prototyping, High-fidelity prototyping, User Testing, Design Handoff
Created for
Mobile Phones
Time frame
January 2022 - Present
Reporting to
Lead Designer, and SVP of Product
Roxe had to end its operations due to budget constraints, so here's a glimpse of the stuff I built during my time at Roxe

Day to Day

Get user requirements through Jira
I work directly with my lead designer and product managers to get the requirements for new features to be built. The company works on Agile methodologies and our work is divided into 2 week sprints.
Jira Board for Design team
User journeys on Lucid Chart
After receiving the requirements, myself, Rupal (Lead Designer), William (Product Manager) and Yamini Sagar (SVP, Product) start brainstorming on Lucid Chart to create user journeys. Lucid Chart makes it easier to visualize the flow, and then replicate it on Figma during our design phase.
Using Lucid Chart to map out User journeys
Competitive analysis & research
Parallel to the user journeys, Rupal and I split up to do our own competitive research and either make a board on Figma, or take screen recordings from real world apps and upload it on Google Drive. This helps us to see what other competitors are doing right (and wrong), and how we can take inspiration from them and implement it on our product.
Glimpse of the organizing our inspirations/competitions
Whiteboarding Sessions with Rupal
The next step is usually to go to a whiteboard and brainstorm on all ideas that we can think of. This is a no-holds-barred session where we talk our minds out and think of all possible features that we can include in the app. This helps to get our creative juices flowing and makes collaboration fun.

This is usually done in-office or using FigJam.
Whiteboarding session to discuss eGiftCards in-office
Low-Fidelity Wireframes
After whiteboarding, we identify the features in terms of priority and start building out low fidelity wireframes. Then, we have another session with the PMs to discuss the flows. Another really helpful step to identify possible scenarios and make changes before diving into high-fidelity.
Example of Low-Fidelity Prototypes
High-Fidelity Wireframes
Once we finalize our low fidelity prototypes and user flows, I start diving deeper into the UI side of things and create high fidelity prototypes. I also make sure to name the artboards appropriately and use Lucid Chart as a reference to create designs that look like a proper user journey for the developers to understand as well.
Glimpse of high-fidelity prototypes
Preparing User Testing Documentation
Rupal and I started working on creating a User testing document. Each one of us came up with multiple tasks and questions that we could ask the users. After that, we narrow down the most relevant ones and start sending out invites to potential users.
User-testing document
User Testing with actual users through Maze
I also participate in User Testing with actual users through a software called Maze. We conduct these meetings through Zoom and ask the user to share their screen and talk us through their journey.

Rupal usually leads these meetings, and I take notes of the user's actions and update the testing document, along with asking a few questions at the end.
User testing session with an actual user
Creating & maintaining a design system
Once we started fleshing out a few features, we realized that lot of our screens were inconsistent. Hence, I was tasked with creating, and maintaining a design and component system for our mobile apps. This, too, is an ongoing process and keeps expanding as we realize more new features.
Design System
QA on Testflight
Since we are a small team, we also participate in Quality Assurance of the mobile app. I test the app on my personal device and check to see any UX, and UI issues. We maintain a Jira to report all bugs.
Social Media Posts
I also started working on a social media campaign for one of our newly on-board merchant, Dim Sum Palace. I worked with Emma (Digital Marketing Analyst) to come up with attractive posts to create hype for our eGiftCard feature, and launch partner, DimSum palace.
Using Lucid Chart to map out User journeys
Launching QR Codes
One of Roxe App's feature is QR Code Payments. Users can pay merchants by scanning QR code. Here is a live example of how we launched our QR Codes with the design created by me, for DimSum Palace.
Using Lucid Chart to map out User journeys
Brainstorming & Learning Sessions
Roxe is a blockchain company, and not everyone in the office are blockchain experts. We usually have these interactive sessions, where senior management walk us through new concepts every week, both, tech within the company and blockchain tech in general.
Picture of Yamini teaching us about RISN at office luncheon


Sub-par first launch deal
The first launch of the app was relatively successful, but not up to the standards we expected. We did not get the anticipated number of users, and started identifying the issues.
Poor response overall
The onboarding process was a hit and miss, and the app overall did not receive an overwhelming reception.
User experience not up to the mark
We noticed a lot of UX bugs during the QA stage, and despite bringing it up multiple times, the app still launched. As expected, the user experience was not up to the mark.
Fast-paced startup
My previous work at CarsArrive was done at a reasonable pace. But, as is the case with every startup, Roxe is fast-paced. I was able to adapt quickly, and it is quite exhilarating at times to be a part of a fast growing industry and learn things on the go.


User experience not a priority
Not to sound too negative, but the current priority seems to be rolling out features and not be too worried about user experience. As a designer, it is tough to constantly explain the importance of user experience to upper management.
Development teams based in APAC
The entire development of the app happens in China. With English not being their first language, often times lots of things get lost in translation. There have been issues communicating due to different time zones too.
Low scope for innovation due to limited resources
As a designer, one is constantly looking to innovate so as to make the product the best in its industry, and I am no different. More often than not, my ideas had to be shelved due to lack of resources, and this led to a very low scope for innovation.
No clear direction
Currently, the startup is still growing and trying to find the right direction. This leads to multiple features getting shelved, or frequent changes in requirements.


Rupal Kukreti
Lead Designer
Yamini Sagar
SVP of Product
William Doxey
Product Manager
Daniel Yu
Product Manager (Merchant Platform)
Bo Yin
Product Manager (APAC)
Xiaoxin Li
Product Manager (APAC)
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