Leading the end-to-end design for Chromaway’s flagship blockchain product, My Neighbor Alice, with a focus on conversions optimisation — shaped by data insights, research, user needs, business goals, marketing vision, and extensive testing. Blockchain, like an AI, is an exciting yet challenging addition to familiar systems. With no blueprint to follow, the process demands constant test > validate > iterate cycles. This experience reinforced prototyping as a crucial step in building innovative products.
In parallel, I contributed to key Chromaway initiatives, including establishing the Chromaway (↗) and Chromia (↗) brands, Staking (↗), and the Dalarnia Project (↗). I also defined the design strategy and rapidly built the foundation for the Digital Product Passport blockchain application in close collaboration with the European Commission—see the case study below.
