Case 16 / 17
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, full regulatory compliance in a market where compliance is the moat. What it had not done was make the daily act of trading feel like something you would come back to, and 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, and it wanted its own product team to come out of the work better at making those calls without us.
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, with every decision argued from a customer problem and settled against data rather than taste.
Which is also what made the second half of the brief possible. A team watching decisions get made this way picks up the method; a set 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 arriving at them stayed.
