Jay Herbert

Leading UX initiatives at the world's largest cross-chain NFT marketplace, improving trading experiences across Bitcoin, Ethereum, Solana, and Polygon.

• •Owning end-to-end design for NFT discovery, listing, and trading flows across web and mobile.
• •Partnering with product and engineering to drive marketplace conversion and retention improvements.
• •Simplifying cross-chain wallet connections and multi-chain transaction flows.
• •Leading user research initiatives to uncover friction points in the NFT trading journey.
• •Architecting and scaling a unified design system across all platforms.

Shaped the product experience from zero to launch, collaborating across product, engineering, and marketing.

• •Led user research and competitive analysis to define product positioning and onboarding strategy.
• •Designed intuitive wallet connect flows based on usability testing with target user segments.
• •Defined user journeys and personas spanning first-time Bitcoin users to DeFi power users.
• •Delivered the mainnet/testnet dApp, marketing site, and launch campaign touchpoints.
• •Drove an airdrop campaign that generated $320M+ TVL in 3 weeks.
• •Onboarded 83K+ wallets and facilitated 1,000+ BTC bridged to the ecosystem.
• •Supported 150+ ecosystem projects processing 120K+ daily on-chain transactions.

Contracted to overhaul the platform's UX and visual design, resolving critical usability issues and modernizing the experience.

• •Owned full UX design from wireframes through final UI implementation.
• •Validated core user flows through research sessions with early adopters.
• •Designed end-to-end experiences for trading, liquidity provision, and staking.
• •Balanced advanced DeFi functionality with accessibility for first-time users.
• •Built a flexible design system accelerating development velocity.
• •Launched to 6,200+ active users in the first weeks.
• •Contributed to $302M+ in trade volume within the first month.
• •Defined the brand visual identity to differentiate in the DeFi market.

Led a ground-up redesign of the dApp for desktop and mobile, establishing it as a top Polkadot DeFi protocol.

• •Built a comprehensive design system and UX documentation.
• •Helped establish Interlay as one of the leading DeFi protocols on Polkadot.
• •Designed UX for the first trustless Bitcoin bridge to Polkadot.

Led a complete UX/UI overhaul for this Terra Luna yield optimizer, driving significant platform growth.

• •Identified and resolved UX friction through structured user testing.
• •Delivered a modern, responsive design system with streamlined user flows.
• •Grew TVL from $100M to $230M+ during tenure.
• •Contributed to a $35M+ increase in market cap.

Designed the UX for a DeFi yield optimization platform with liquidation protection on Terra Luna.

• •Grew TVL from $30M to $150M+ during tenure.
• •Designed UX for vaults, DEX/AMM, governance, and cross-chain bridge features.
• •Unified the product ecosystem with consistent design patterns.
• •Recognized for delivering one of the best UX experiences in the Terra ecosystem.

Designed native and web applications for enterprise clients including CNN, British Gas, Vodafone, and Chevrolet.

• •Led user testing workshops to validate and iterate on prototypes.
• •Built and maintained scalable, multi-brand design systems.
• •Delivered high-quality UX under tight enterprise deadlines.

Led UX design for mobile and desktop loyalty platforms serving NatWest and RBS customers.

• •Optimized conversion funnels while maintaining banking compliance standards.
• •Evolved complex multi-brand design systems across platforms.
• •Produced marketing assets for digital and print campaigns.

Led a complete redesign of the core poker product across desktop and mobile platforms.

• •Delivered a full redesign of mobile and desktop applications.
• •Created a unified design system spanning web and native apps.
• •Designed all poker table illustrations and game interface assets.
• •Produced marketing assets for digital and print campaigns.

Designed experiences for major gaming brands including Ladbrokes, Foxy Bingo, Party Casino, and Bwin.

• •Redesigned the Ladbrokes cashier, streamlining the deposit experience.
• •Delivered conversion-focused UX improvements across multiple brands.
• •Created detailed UI specifications and design documentation.

Grew from junior to senior designer in a fast-paced, lean team environment.

• •Mentored junior designers on UX principles and best practices.
• •Created 3D assets for Premier League stadium advertising.
• •Balanced product UX and marketing design across the brand.

Built foundational skills in visual and UI design, advancing from junior to senior level.