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Roles: Design Lead — Product Design, Brand, Frontend Engineering

Summary


Catalog was an independent music platform designed to give artists direct control over how they sell and distribute their music. The goal was to compete in the same space as Bandcamp and SoundCloud, powered by infrastructure that handled payments and ownership seamlessly — without requiring users to understand the technical layer underneath.





The Challenge


Most platforms built on blockchain infrastructure make that technology visible: wallet connections, transaction confirmations, technical jargon everywhere. That friction kills adoption. Our audience — independent musicians and their listeners — had no interest in learning about the underlying tech, and we had no interest in making them. The design challenge was building something that felt like a completely normal, well-made music platform while running on that infrastructure invisibly.

The Approach


We abstracted away every trace of the technical infrastructure from the user experience. Where other platforms require users to approve nearly every action, we handled confirmations silently behind the scenes. Users uploaded music, purchased releases, and withdrew earnings through flows that felt completely normal — no special accounts, no technical language, no friction.



What I Built


Across the platform I owned product design from zero to one. Features include: upload flow, artist pages, user profile pages, onboarding flow, KYC flow, purchase flow, withdraw flow, collection tab, and release pages. I also contributed to brand design and frontend engineering, and worked closely with the artist community throughout. 

I owned product design from zero to one across the entire platform. Features I designed include:

  • Upload flow — the end-to-end experience for artists publishing music to the platform
  • Artist pages — profile and catalog pages where artists presented their work
  • User profiles — listener-facing profile and collection views
  • Onboarding flow — first-run experience for new artists and listeners
  • Release pages — individual pages for each release, designed for discovery and purchase
  • Purchase flow — buying music without any visible payment complexity
  • Collection tab — where users managed and browsed their purchased music
  • Withdraw flow — how artists accessed their earnings
  • Outreach decks — sent out to labels and artists and managers

In addition to product design I contributed to brand design and frontend engineering, and worked closely with the artist community throughout development.