2023
From Crypto App to Enterprise Platform
Product management
Product design
Challenge
Guiding Bakkt’s shift from B2C to B2B through UX leadership
Bakkt, a leading player in digital assets, was repositioning from a consumer-focused brand to an enterprise platform. Their goal: attract financial institutions and business partners with offerings spanning payments, loyalty, and crypto solutions. But their website was still built for consumers.
The risk was twofold. If the new site leaned too far into B2B, long-time retail users would feel abandoned. But if it stayed consumer-oriented, enterprise clients wouldn’t find the clarity they needed to evaluate Bakkt’s products. The site had to strike a delicate balance: guiding institutions through complex offerings without alienating B2C customers.
0%
0%
Increase in itineraries created
From 1 every 4 days to 1 per day per agent
0%
0%
Increase in itineraries created
From 1 every 4 days to 1 per day per agent
0%
0%
Leads qualified automatically
Freeing agents for high-value client work
0%
0%
Leads qualified automatically
Freeing agents for high-value client work
0$
0$
Program MVPs
Delivered on time and budget
0$
0$
Program MVPs
Delivered on time and budget
0%
0%
Fewer Rescheuling Calls
In 12 weeks during the MVP pilot
0+
0+
Questions Answered In App
AI Assitant deflected routine desk asks
0%
0%
Stakeholder In the Know
At every step in the process
Results & Impact
Results & Impact
While Bakkt had no baseline for B2B leads before launch, the new site drove measurable growth:
Beta launch: first qualified inbound leads generated within weeks
MVP release: ~50% increase in qualified leads vs. beta testing period
3 months post-launch: ~3–4× growth in leads compared to baseline
6 months post-launch: ~5–6× growth, with enterprise leads forming the majority of inbound pipeline
Beyond metrics, the website became a core touchpoint in sales conversations, helping Bakkt reposition itself in the market and accelerate its shift to enterprise
Approach
Approach
As Digital Lead, I guided the digital transformation from microsite to full platform experience. We launched with a beta, testing navigation and product flows directly with Bakkt’s existing clients. Early feedback revealed that users felt lost in the structure—titles didn’t resonate, CTAs were unclear, and products blurred together.
Iteration became the heartbeat of the process. We restructured navigation buckets, rewrote labels, and reshaped page flows across multiple rounds of usability testing until clients could quickly self-identify and find the right path. Alongside this, I worked with design and strategy teams on brand imagery, tone of voice, and key messaging, ensuring the new B2B focus was reflected in every detail of the user experience.
Solution
Solution
The result was a website that felt like a platform hub rather than a consumer microsite. Institutional users could now navigate directly to the products most relevant to them, with clear paths tailored to their needs. Meanwhile, consumer customers still had access to familiar offerings, maintaining continuity through the transition.
Sales teams immediately recognized the value. As one leader put it:
“The website has become a powerful tool. I can send a client to a single page, and they’ll instantly see the breadth of Bakkt’s products. More often than not, the response is: wow.”
The site wasn’t just a marketing asset—it became a sales enabler, supporting conversations with enterprise prospects and positioning Bakkt as a trusted partner in digital asset innovation.
Lessons Learned
Lessons Learned
Iteration is non-negotiable. What feels clear internally may confuse clients. Testing and refining navigation was critical to success.
Digital transformation requires alignment. A new UX only works when imagery, voice, and messaging evolve in tandem.
Balance matters. Supporting B2C users while targeting B2B clients ensured continuity without slowing growth.
Websites can sell. When structured for clarity, a website becomes more than a brochure—it becomes a sales tool that inspires confidence.
More Work
More Work
Living Confidently - From MVP to Market Leader
2016-2021
Product Management
Digital Leadership
Living Confidently - From MVP to Market Leader
2016-2021
Product Management
Major Healthcare Provider – Confidential
2024
Product Management
AI Implementation
Major Healthcare Provider – Confidential
2024
Product Management
FAQ
FAQ
01
What types of projects do you take on?
02
Who are your typical clients?
03
How do you add value to digital projects?
04
Can you help with digital transformation?
05
Are your engagements flexible?
06
What’s the best way to start working together?
01
What types of projects do you take on?
02
Who are your typical clients?
03
How do you add value to digital projects?
04
Can you help with digital transformation?
05
Are your engagements flexible?
06
What’s the best way to start working together?
2023
From Crypto App to Enterprise Platform
Product management
Product design
Challenge
Guiding Bakkt’s shift from B2C to B2B through UX leadership
Bakkt, a leading player in digital assets, was repositioning from a consumer-focused brand to an enterprise platform. Their goal: attract financial institutions and business partners with offerings spanning payments, loyalty, and crypto solutions. But their website was still built for consumers.
The risk was twofold. If the new site leaned too far into B2B, long-time retail users would feel abandoned. But if it stayed consumer-oriented, enterprise clients wouldn’t find the clarity they needed to evaluate Bakkt’s products. The site had to strike a delicate balance: guiding institutions through complex offerings without alienating B2C customers.
0%
0%
Increase in itineraries created
From 1 every 4 days to 1 per day per agent
0%
0%
Leads qualified automatically
Freeing agents for high-value client work
0$
0$
Program MVPs
Delivered on time and budget
0%
0%
Fewer Rescheuling Calls
In 12 weeks during the MVP pilot
0+
0+
Questions Answered In App
AI Assitant deflected routine desk asks
0%
0%
Stakeholder In the Know
At every step in the process
Results & Impact
While Bakkt had no baseline for B2B leads before launch, the new site drove measurable growth:
Beta launch: first qualified inbound leads generated within weeks
MVP release: ~50% increase in qualified leads vs. beta testing period
3 months post-launch: ~3–4× growth in leads compared to baseline
6 months post-launch: ~5–6× growth, with enterprise leads forming the majority of inbound pipeline
Beyond metrics, the website became a core touchpoint in sales conversations, helping Bakkt reposition itself in the market and accelerate its shift to enterprise
Approach
As Digital Lead, I guided the digital transformation from microsite to full platform experience. We launched with a beta, testing navigation and product flows directly with Bakkt’s existing clients. Early feedback revealed that users felt lost in the structure—titles didn’t resonate, CTAs were unclear, and products blurred together.
Iteration became the heartbeat of the process. We restructured navigation buckets, rewrote labels, and reshaped page flows across multiple rounds of usability testing until clients could quickly self-identify and find the right path. Alongside this, I worked with design and strategy teams on brand imagery, tone of voice, and key messaging, ensuring the new B2B focus was reflected in every detail of the user experience.
Solution
The result was a website that felt like a platform hub rather than a consumer microsite. Institutional users could now navigate directly to the products most relevant to them, with clear paths tailored to their needs. Meanwhile, consumer customers still had access to familiar offerings, maintaining continuity through the transition.
Sales teams immediately recognized the value. As one leader put it:
“The website has become a powerful tool. I can send a client to a single page, and they’ll instantly see the breadth of Bakkt’s products. More often than not, the response is: wow.”
The site wasn’t just a marketing asset—it became a sales enabler, supporting conversations with enterprise prospects and positioning Bakkt as a trusted partner in digital asset innovation.
Lessons Learned
Iteration is non-negotiable. What feels clear internally may confuse clients. Testing and refining navigation was critical to success.
Digital transformation requires alignment. A new UX only works when imagery, voice, and messaging evolve in tandem.
Balance matters. Supporting B2C users while targeting B2B clients ensured continuity without slowing growth.
Websites can sell. When structured for clarity, a website becomes more than a brochure—it becomes a sales tool that inspires confidence.
More Work
FAQ
01
What types of projects do you take on?
02
Who are your typical clients?
03
How do you add value to digital projects?
04
Can you help with digital transformation?
05
Are your engagements flexible?
06
What’s the best way to start working together?
2023
From Crypto App to Enterprise Platform
Product management
Product design
Challenge
Guiding Bakkt’s shift from B2C to B2B through UX leadership
Bakkt, a leading player in digital assets, was repositioning from a consumer-focused brand to an enterprise platform. Their goal: attract financial institutions and business partners with offerings spanning payments, loyalty, and crypto solutions. But their website was still built for consumers.
The risk was twofold. If the new site leaned too far into B2B, long-time retail users would feel abandoned. But if it stayed consumer-oriented, enterprise clients wouldn’t find the clarity they needed to evaluate Bakkt’s products. The site had to strike a delicate balance: guiding institutions through complex offerings without alienating B2C customers.
0%
0%
Increase in itineraries created
From 1 every 4 days to 1 per day per agent
0%
0%
Leads qualified automatically
Freeing agents for high-value client work
0$
0$
Program MVPs
Delivered on time and budget
0%
0%
Fewer Rescheuling Calls
In 12 weeks during the MVP pilot
0+
0+
Questions Answered In App
AI Assitant deflected routine desk asks
0%
0%
Stakeholder In the Know
At every step in the process
Results & Impact
While Bakkt had no baseline for B2B leads before launch, the new site drove measurable growth:
Beta launch: first qualified inbound leads generated within weeks
MVP release: ~50% increase in qualified leads vs. beta testing period
3 months post-launch: ~3–4× growth in leads compared to baseline
6 months post-launch: ~5–6× growth, with enterprise leads forming the majority of inbound pipeline
Beyond metrics, the website became a core touchpoint in sales conversations, helping Bakkt reposition itself in the market and accelerate its shift to enterprise
Approach
As Digital Lead, I guided the digital transformation from microsite to full platform experience. We launched with a beta, testing navigation and product flows directly with Bakkt’s existing clients. Early feedback revealed that users felt lost in the structure—titles didn’t resonate, CTAs were unclear, and products blurred together.
Iteration became the heartbeat of the process. We restructured navigation buckets, rewrote labels, and reshaped page flows across multiple rounds of usability testing until clients could quickly self-identify and find the right path. Alongside this, I worked with design and strategy teams on brand imagery, tone of voice, and key messaging, ensuring the new B2B focus was reflected in every detail of the user experience.
Solution
The result was a website that felt like a platform hub rather than a consumer microsite. Institutional users could now navigate directly to the products most relevant to them, with clear paths tailored to their needs. Meanwhile, consumer customers still had access to familiar offerings, maintaining continuity through the transition.
Sales teams immediately recognized the value. As one leader put it:
“The website has become a powerful tool. I can send a client to a single page, and they’ll instantly see the breadth of Bakkt’s products. More often than not, the response is: wow.”
The site wasn’t just a marketing asset—it became a sales enabler, supporting conversations with enterprise prospects and positioning Bakkt as a trusted partner in digital asset innovation.
Lessons Learned
Iteration is non-negotiable. What feels clear internally may confuse clients. Testing and refining navigation was critical to success.
Digital transformation requires alignment. A new UX only works when imagery, voice, and messaging evolve in tandem.
Balance matters. Supporting B2C users while targeting B2B clients ensured continuity without slowing growth.
Websites can sell. When structured for clarity, a website becomes more than a brochure—it becomes a sales tool that inspires confidence.
More Work
FAQ
What types of projects do you take on?
Who are your typical clients?
How do you add value to digital projects?
Can you help with digital transformation?
Are your engagements flexible?
What’s the best way to start working together?