Shib.io Ecosystem
As Director of Product Design at Shiba Inu, I am responsible for product vision, strategy and design delivery of a decentralized product ecosystem with 20+ applications including crypto wallets, DEX, staking, DAOs, NFT marketplace, Dapp Store and AI. I'm hands-on by choice and work closely and mentor a team of 15 multidisciplinary Designers and partner with Eng, Product, Legal, and Exec to shape product roadmaps, GTM strategies, set design direction, manage Design systems, practice iterative design and 'fail fast' to deliver cohesive, scalable experiences.
Jun 1, 2025
COMPANY
Shiba Inu
COMPANY
Shiba Inu
COMPANY
Shiba Inu
Role
Product Design Director
Role
Product Design Director
Role
Product Design Director
Service
Leadership
Service
Leadership
Service
Leadership
Context
Context
Context
From meme coin to platform, my team transformed siloed products into a unified ecosystem used by millions.
When I joined, Shib.io was a fragmented ecosystem of early releases with disjointed user experiences and an inconsistent brand identity. Core products like DAO, DEX, Token Burn, and NFT Marketplace existed in silos, creating friction for users and minimising utility. There was no unified product thinking, design system, only a high level roadmap and bucket list of features.
Shibarium blockchain launched in August 2023 and I created strategies to incentivize and make it easy for others to build on our infra, simplified onboarding, and fostered community engagement culminating in 1 Billion transactions reached by April 2025.
From meme coin to platform, my team transformed siloed products into a unified ecosystem used by millions.
When I joined, Shib.io was a fragmented ecosystem of early releases with disjointed user experiences and an inconsistent brand identity. Core products like DAO, DEX, Token Burn, and NFT Marketplace existed in silos, creating friction for users and minimising utility. There was no unified product thinking, design system, only a high level roadmap and bucket list of features.
Shibarium blockchain launched in August 2023 and I created strategies to incentivize and make it easy for others to build on our infra, simplified onboarding, and fostered community engagement culminating in 1 Billion transactions reached by April 2025.
From meme coin to platform, my team transformed siloed products into a unified ecosystem used by millions.
When I joined, Shib.io was a fragmented ecosystem of early releases with disjointed user experiences and an inconsistent brand identity. Core products like DAO, DEX, Token Burn, and NFT Marketplace existed in silos, creating friction for users and minimising utility. There was no unified product thinking, design system, only a high level roadmap and bucket list of features.
Shibarium blockchain launched in August 2023 and I created strategies to incentivize and make it easy for others to build on our infra, simplified onboarding, and fostered community engagement culminating in 1 Billion transactions reached by April 2025.
Process
Process
Process
Strategy and Roadmap creation
I led company-wide ideation sprints and united Founders, PMs, Designers and Engineering, to shape the next evolution of Shiba Inu. I identified and prioritized high-impact opportunities, defined a clear roadmap, product requirements and led end-to-end Product Design successfully taking 20+ core web3 products from 0 -> 1.
Scaling up the team
Delivering an extensive ecosystem necessitated scaling up the team and I managed and mentored a group of talented multidisciplinary designers, aligning their skills to build and execute on the product vision.
Collaboration and Process improvements
I partnered closely with Eng, Product, Legal, Marketing and Research to drive alignment. I kickstarted a unified design system to ensure ecosystem-wide consistency, streamlined design-to-dev workflows, and implemented new Design rituals to improve delivery velocity. I remained hands-on throughout: leading discovery, initial concept design, big picture thinking, and overseeing design delivery from 0-1 on all our ecosystem and infra products.
Strategy and Roadmap creation
I led company-wide ideation sprints and united Founders, PMs, Designers and Engineering, to shape the next evolution of Shiba Inu. I identified and prioritized high-impact opportunities, defined a clear roadmap, product requirements and led end-to-end Product Design successfully taking 20+ core web3 products from 0 -> 1.
Scaling up the team
Delivering an extensive ecosystem necessitated scaling up the team and I managed and mentored a group of talented multidisciplinary designers, aligning their skills to build and execute on the product vision.
Collaboration and Process improvements
I partnered closely with Eng, Product, Legal, Marketing and Research to drive alignment. I kickstarted a unified design system to ensure ecosystem-wide consistency, streamlined design-to-dev workflows, and implemented new Design rituals to improve delivery velocity. I remained hands-on throughout: leading discovery, initial concept design, big picture thinking, and overseeing design delivery from 0-1 on all our ecosystem and infra products.
Strategy and Roadmap creation
I led company-wide ideation sprints and united Founders, PMs, Designers and Engineering, to shape the next evolution of Shiba Inu. I identified and prioritized high-impact opportunities, defined a clear roadmap, product requirements and led end-to-end Product Design successfully taking 20+ core web3 products from 0 -> 1.
Scaling up the team
Delivering an extensive ecosystem necessitated scaling up the team and I managed and mentored a group of talented multidisciplinary designers, aligning their skills to build and execute on the product vision.
Collaboration and Process improvements
I partnered closely with Eng, Product, Legal, Marketing and Research to drive alignment. I kickstarted a unified design system to ensure ecosystem-wide consistency, streamlined design-to-dev workflows, and implemented new Design rituals to improve delivery velocity. I remained hands-on throughout: leading discovery, initial concept design, big picture thinking, and overseeing design delivery from 0-1 on all our ecosystem and infra products.
Deliverables
Deliverables
Deliverables
20+ Dapps, L2 and token launch
Over 2 years we delivered 20+ Dapps, a Design system, Dapp Store/browser, and a way for end users, developers, and businesses to contribute to our decentralized platform.
Under my leadership, usability was elevated, conversion rates increased, investment and partnerships secured - driving measurable gains in revenue and engagement while solidifying Shiba Inu’s position in the Web3 market.
Platformization
Following new product launches and a complete redesign of Shib.io, Shiba Inu transformed from a meme to a platform enabling anyone with an idea to build on our tech stack, earn rewards, launch tokens, and participate in decision-making within the community. This involved unifying the architecture, leveraging AI to facilitate participation, and delivering tooling to enable contributions from third-party builders. The complex ecosystem was delivered in approximately one year, followed by strategic marketing initiatives, and a robust developer platform and front end to our L2 blockchain Shibarium.
As Design Director, I oversaw all aspects of Design and was instrumental in defining and leading the product roadmap through multiple milestones and pivots.
Multichain and AI
I scaled products to be multichain, crafted UX/UI to drive AI adoption in Web 3 including an Agent Marketplace and generative AI features with the goal of increasing speed to market for 3rd party Dapps creators and increasing community engagement and opportunities to earn.
20+ Dapps, L2 and token launch
Over 2 years we delivered 20+ Dapps, a Design system, Dapp Store/browser, and a way for end users, developers, and businesses to contribute to our decentralized platform.
Under my leadership, usability was elevated, conversion rates increased, investment and partnerships secured - driving measurable gains in revenue and engagement while solidifying Shiba Inu’s position in the Web3 market.
Platformization
Following new product launches and a complete redesign of Shib.io, Shiba Inu transformed from a meme to a platform enabling anyone with an idea to build on our tech stack, earn rewards, launch tokens, and participate in decision-making within the community. This involved unifying the architecture, leveraging AI to facilitate participation, and delivering tooling to enable contributions from third-party builders. The complex ecosystem was delivered in approximately one year, followed by strategic marketing initiatives, and a robust developer platform and front end to our L2 blockchain Shibarium.
As Design Director, I oversaw all aspects of Design and was instrumental in defining and leading the product roadmap through multiple milestones and pivots.
Multichain and AI
I scaled products to be multichain, crafted UX/UI to drive AI adoption in Web 3 including an Agent Marketplace and generative AI features with the goal of increasing speed to market for 3rd party Dapps creators and increasing community engagement and opportunities to earn.
20+ Dapps, L2 and token launch
Over 2 years we delivered 20+ Dapps, a Design system, Dapp Store/browser, and a way for end users, developers, and businesses to contribute to our decentralized platform.
Under my leadership, usability was elevated, conversion rates increased, investment and partnerships secured - driving measurable gains in revenue and engagement while solidifying Shiba Inu’s position in the Web3 market.
Platformization
Following new product launches and a complete redesign of Shib.io, Shiba Inu transformed from a meme to a platform enabling anyone with an idea to build on our tech stack, earn rewards, launch tokens, and participate in decision-making within the community. This involved unifying the architecture, leveraging AI to facilitate participation, and delivering tooling to enable contributions from third-party builders. The complex ecosystem was delivered in approximately one year, followed by strategic marketing initiatives, and a robust developer platform and front end to our L2 blockchain Shibarium.
As Design Director, I oversaw all aspects of Design and was instrumental in defining and leading the product roadmap through multiple milestones and pivots.
Multichain and AI
I scaled products to be multichain, crafted UX/UI to drive AI adoption in Web 3 including an Agent Marketplace and generative AI features with the goal of increasing speed to market for 3rd party Dapps creators and increasing community engagement and opportunities to earn.
Outcomes
Outcomes
Outcomes
A team effort delivered a pioneering decentralized platform that brought deeper user engagement and long-term growth to Shiba Inu.
Direct impact
High growth and retention ~1 million+ unique visits/wallet connects in the first 2 weeks.
1000% increase in revenue in our DEX products.
My early pitch helped secure 12+ million investment funding.
An increase in sponsorship deals and partnerships including DMC Delorean and governments.
Achieved a milestone of 1 Billion+ transactions on Shibarium, our L2 blockchain.
Shipped a platform on which anyone can contribute e.g. Mint Club, Woof Work, Mantra and Zama.
A team effort delivered a pioneering decentralized platform that brought deeper user engagement and long-term growth to Shiba Inu.
Direct impact
High growth and retention ~1 million+ unique visits/wallet connects in the first 2 weeks.
1000% increase in revenue in our DEX products.
My early pitch helped secure 12+ million investment funding.
An increase in sponsorship deals and partnerships including DMC Delorean and governments.
Achieved a milestone of 1 Billion+ transactions on Shibarium, our L2 blockchain.
Shipped a platform on which anyone can contribute e.g. Mint Club, Woof Work, Mantra and Zama.
A team effort delivered a pioneering decentralized platform that brought deeper user engagement and long-term growth to Shiba Inu.
Direct impact
High growth and retention ~1 million+ unique visits/wallet connects in the first 2 weeks.
1000% increase in revenue in our DEX products.
My early pitch helped secure 12+ million investment funding.
An increase in sponsorship deals and partnerships including DMC Delorean and governments.
Achieved a milestone of 1 Billion+ transactions on Shibarium, our L2 blockchain.
Shipped a platform on which anyone can contribute e.g. Mint Club, Woof Work, Mantra and Zama.
