Case 17 / 18
Newton
Product design from inside the team, not beside it.
- Sector
- Crypto · Exchange
- Year
- 2021
- Scope
- App · Vision · Marketing
Newton had already won the hard argument. No fees, seventy coins, and full regulatory compliance in a market where compliance is the moat. What it had not done was make the daily act of trading feel worth coming back to. An exchange nobody opens is an exchange nobody uses.
A won argument and a quiet app
The brief was not a redesign. Newton wanted the core of the product to get easier and more engaging. It also wanted its own product team to come out of the work better at making those calls alone.
Sit inside the team, not beside it
The work was done from inside the team. Embedded on the core flows, trading and portfolio views first. Every decision started from a customer problem and was settled against data rather than taste.
That is also what made the second half of the brief possible. A team watching decisions get made picks up the method. A folder of delivered files teaches nobody anything.
Gev does product design right. He leads with the customer and makes data-driven decisions. I really appreciate his thoughtfulness and attention to detail.
The team kept the method
Newton came out with an easier exchange, and a product team that had watched every call being made. The features shipped. The way of getting to them stayed.
