LedgerLens
LedgerLens is a SaaS platform serving cryptocurrency accounting professionals.
As the first and only Product Design Intern hired by The Network Firm, the world's leading crypto accounting firm, I was tasked with redesigning LedgerLens to improve usability, clarify product value, and support business growth.
Following the successful completion of my internship, I was promoted to a part-time Junior Designer, where I continue contributing to product and visual design initiatives.
Problem Statement
LedgerLens was built to simplify cryptocurrency accounting workflows, but its website was primarily structured around technical blockchain terminology that many traditional accounting professionals were unfamiliar with. As a result, potential customers struggled to understand the platform's value, navigate key information, and determine whether LedgerLens was the right solution for their accounting needs.
Results
The redesigned marketing website transformed LedgerLens into a clean and predictable platform which allows for simple navigation and exploration of what they have to offer.
Process
Research & Analysis
I first conducted 7 user interviews with active users, surveys, and analyzed site analytics to understand the pain points and user needs. Following the research, I prioritized design features using affinity mapping and a content priority matrix. I also studied competitors and industry trends to gather insights.
Information Architecture
I discovered that the website was organized around product features rather than user goals. Navigation labels emphasized technical cryptocurrency concepts that made sense internally but created friction for prospective customers.
Traditional accountants were not searching for features like "Merkle Tree." They were searching for solutions to accounting problems.
Upon competitive analysis, I found that many were using "Solutions" and "Use Cases" to communicate with a broader audience and to meet them at their needs. This replaced the technical tool names in the navigation bar.
Additionally, there was much redundancy throughout the website, making it bulky and run slow. Omitting repeated information and redoing the user flow made the website more approachable for new users.
Wireframing & Prototyping
I began by designing low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on managerial feedback. After we settled on a design and color scheme, I built a high-fidelity, interactive prototype to test the design.
AI Coding
After designing and prototyping in Figma, I transferred my files into v0, an artificial intelligence that codes front end interface designs with ease. This helped save engineering time and money by providing all of the HTML/CSS code beforehand, allowing them to streamline the process.
Visual Design & Style Guide
I developed a cohesive visual language, including color schemes, typography, and language, to ensure cohesiveness throughout the website and app. I also created an advanced component library to maintain design consistency in future updates.
Reflection
One of the biggest lessons from LedgerLens was learning that users rarely buy features, they buy outcomes. Traditional accountants did not need to understand blockchain terminology before deciding whether the platform was valuable. They needed to understand how LedgerLens could help them perform their jobs more efficiently. This experience strengthened my understanding of information architecture, content strategy, and designing around user mental models rather than relying purely on internal product language and ground-breaking visuals.
Conclusion
Overall, I had an amazing experience working on a cross-functional team. Working at a start-up allowed me to take on big projects that directly impacts the company. I have since adapted to wearing multiple hats in a fast paced environment, managing my own time, and working ahead of due dates to produce a digital product that accurately meets users needs. I struggled with knowing the "right" process and put a lot of pressure on myself; but I have since realized that I am capable of learning so much! I am confident and ready to take on a new environment and all of the challenges it may hold.
Future Outlook
The Network Firm has graciously extended my role into being a part-time Junior Designer, where I will be working on ad-hoc projects and seeing this project come to life throughout my academic school year. I will continue to fix any issues with the LedgerLens site, as well as support the team in other design specific areas. I am eager to make more of an impact with this company and build my skillset.