Crypto has an accessibility problem — and a trust problem
The promise of cryptocurrency is democratic. Anyone can participate. But the reality of most crypto platforms tells a different story: complex interfaces, cold visual language, and regulatory flows designed by compliance teams rather than the people who have to complete them.
For first-time investors, the barriers are immediate. KYC verification, risk profiling, identity checks — all necessary, all notoriously high-friction. Most platforms treat these as unavoidable obstacles. The result is drop-off before a single trade is made.
Rudy set out to change that. The brief was straightforward in principle and difficult in practice: build a crypto investment app that feels nothing like a crypto investment app. Accessible enough for a beginner. Credible enough for an experienced investor. Human enough for everyone in between.
Strategy and app design — built around the user's first impression
The engagement focused on strategy and full app design — from information architecture through to interaction design and visual language.
The strategic foundation came first. Rather than leading with Rudy's product features, we identified the real barrier: not lack of interest in crypto, but lack of confidence in the platforms offering it. The design had to build trust before it asked anything of the user.
That insight shaped every decision. The interface is calm and clean — deliberately distanced from the dense, data-heavy aesthetic of traditional crypto platforms. Typography, color, and layout all signal clarity and control rather than speculation and complexity.
The most significant UX challenge was the regulatory flow. KYC and risk profiling are legal requirements — but they don't have to feel like interrogations. We restructured these flows into easy, intuitive steps, using clear language, micro-interactions, and progressive guidance to transform what is typically the highest drop-off point in a fintech onboarding into something users actually complete.
Crucially, we moved the deposit ask to after the dashboard — letting users experience the product before committing. Building engagement first, making the big ask second.
Elevate your crypto investments with Rudy
UI color palette
“A huge thank you to our amazing design partners at Most Studios — you knocked it out of the park! ”
— Thomas Faber, Co-Founder, Rudy
Hundreds of users, six-figure volumes, and a Swedish Design Award nomination — within weeks of launch
Rudy onboarded hundreds of users within weeks, reached six-figure transaction volumes early on, and validated strong market demand. The app was nominated for the Swedish Design Award — standing out in a category dominated by cold, complex interfaces as proof that crypto investing can be designed for humans first.
