Overview

I led the branding and product design, shaping Deserialize into more than a trading tool — into a recognizable identity within the Delabz suite.
My approach started with research on Web3 patterns, studying launchpads and aggregators from Uniswap to 1inch, analyzing how users interacted with high-value trades

.Figma → Logo, UI system, and component design

• Pinterest & Dribbble → Moodboards and visual research

• ChatGPT → Prompt refinement and storytelling structure

Research

I began with competitive analysis and moodboards.
I studied launchpads and aggregators like Uniswap, 1inch, PancakeSwap, Jupiter, and OpenSea, noting what made them usable yet recognizable.
Through this research, one insight stood out:

Users trust what they understand visually.
When motion and clarity align, even complex protocols feel approachable.

Key Findings:

• Too many DEXs overwhelm users with data, not design.

• Familiar visual cues build confidence faster than technical jargon.

• Smart routing needed to look smart —simple, not sterile.

How

I led branding and UI/UX design, building Deserialize’s identity from the ground up.

• Eclipse campaigns inspired the color palette

• The logo — an outline of an octopus — represents multi-route intelligence. Its vertical routing lines subtly visualize how Deserialize’s engine searches for the best possible swap route.

• Research involved analyzing user behavior and design standards across major DEXs like Uniswap, Sushi, Jupiter, and 0x.

UI / UX Design

The goal was to make Deserialize feel smart yet effortless. Most decentralized exchanges overload users with data — so I focused on clarity, precision, and rhythm.

The interface guides users through swaps without friction.

• Simplified error and confirmation states to reduce confusion.

• Added soft-glow feedback for active transactions to increase user confidence

Mascot Design

The octopus became the heart of the brand.
Its shape embodies the intelligence of smart routing — multiple paths working in harmony to find the best route for every trade.
Each tentacle represents a possible route; the brain at the center, Deserialize’s smart logic.

Success

The redesign it directly improved engagement metrics.
After launch:

• +40% increase in active and returning users.

• Higher completion rates per session (users made more swaps in one visit).

• Improved brand recall — the octopus mascot became a recognizable symbol for Deserialize’s “smart routing” feature.

• The mascot also helped with social and community marketing, connecting better with the Web3 audience familiar with playful, character-driven brands.