dAPP, Telco, Web3, Blockchain
As the Senior Product Designer on Roam, I was responsible for shaping the end-to-end experience of the mobile app - from user flows and wireframes to high-fidelity UI, usability testing, and design system foundations. I worked closely with product managers, engineers, and Web3 specialists to build a product that makes decentralized connectivity feel seamless.
Together, we launched a mobile app that allows users to auto-connect to secure public Wi-Fi, check in to hotspots, earn tokenized rewards, and activate global eSIM data. Within months, Roam scaled to over 600K+ users, 1.1 million+ Wi-Fi nodes, and successfully launched its $ROAM token
MY ROLE
Senior Product Designer
DURATION
From November 2022 - December 2024
TEAM
Project Lead, Product Manager, UX/UI Designer, 2 QA Engeneers and 8 Developers
SCOPE
0 → 1 Mobile App, UX Strategy, Design Systems
INTRO
Roam is a decentralized connectivity project that helps people access secure, free internet anywhere in the world, while earning rewards through real-world participation. The mobile app allows users to check in at Wi-Fi hotspots, earn points, activate global eSIM data, and contribute to a growing decentralized wireless network built on OpenRoaming and Web3 infrastructure.
PROBLEM
When I joined the Roam team (formerly Metablox), there was no mobile product - only a bold vision to create a decentralized Wi-Fi network powered by OpenRoaming and Web3 infrastructure. At the time, only one competitor existed, and they didn’t have a mobile app. This gave us a unique opportunity to lead the space with a user-first experience.
Our mission was ambitious - to make secure, free internet access available to anyone, anywhere - while allowing users to earn tokenized rewards through real-world participation. But turning that into something intuitive, trustworthy, and rewarding for everyday users came with real design challenges.
GOAL
We believed in OpenRoaming’s potential to deliver free, secure, and passwordless internet access across the globe. But belief wasn’t enough - the real challenge was turning that vision into a usable product that could onboard everyday people into a decentralized ecosystem.
From day one, our goal was clear:
Design and launch a mobile app from scratch that helps users connect to free Wi-Fi, earn rewards through real-world activity, and become part of a global decentralized network.
This meant building not just a smooth onboarding experience, but also trust, education, and long-term engagement - all wrapped in a simple, mobile-first interface. Today, that app powers millions of real-world connections and serves as the main entry point into Roam’s growing Web3 ecosystem - with the official $ROAM token launch in March 2025.
SOLUTION
To turn Roam’s complex Web3 infrastructure into a product users could actually use and enjoy, we focused on simplicity, clarity, and reward. Our goal was to make decentralized Wi-Fi feel as easy as connecting to a hotspot - while introducing real-world incentives through check-ins and tokenized rewards.
I designed core experiences to make this happen: a one-tap Check-In flow for daily engagement, an interactive Explore screen to help users discover nearby Wi-Fi nodes, a personalized Rewards hub showing Points, Stickers, and eSIM data, and a smooth eSIM setup that lets users activate global data with just a few taps.
Check-In Flow
Explore Wi-Fi Map
eSIM Flow
My Rewards
RESULTS
The Roam mobile app launched on iOS and Android as the main entry point into the network - and quickly proved itself as more than just a utility. It became a gateway to community participation, decentralized access, and real-world engagement.
Here’s what we achieved together with our team:
600K+
Registered users
1.1M+
Wi-Fi nodes added
$20M
In funding secured
$ROAM
Token launch in March 2025
PROCESS
Together with the team, we started by understanding the problem, aligning with stakeholders, and talking to real users. Through research and brainstorming, we shaped clear user personas and journey maps.
We sketched ideas, created user flows, and built wireframes, quickly evolving into high-fidelity prototypes supported by a scalable design system.
After testing with users and refining the designs, we delivered final assets with documentation and worked closely with developers to bring the product to life.
RESEARCH
Before jumping into design, we knew that building a decentralized connectivity app like Roam required more than just good UX - it demanded a deep understanding of how people perceive Wi-Fi, rewards, and trust in decentralized technology.
We collected 381 responses, primarily from users aged 18 to 45, with the majority identifying as male. While the demographic was heavily male (86.9%), we saw a wide geographic distribution across North America, Europe, and Asia, with strong interest in the U.S., China, and South Korea.
What stood out:
85% of respondents expressed excitement about the idea of a decentralized Wi-Fi network.
The idea of earning rewards (tokens, NFTs, points) for simply connecting to Wi-Fi was particularly appealing.
Many respondents showed a willingness to participate in user testing, reflecting strong engagement and interest in shaping the product.
USER PERSONA
Based on survey insights, I developed four key user personas to reflect Roam’s diverse audience - from crypto traders and frequent travelers to students and engineers.
These personas helped us prioritize features like:
Seamless rewards and performance for traders
Easy onboarding for students
Transparent check-ins and automation for developers
FINAL DESIGN
Check-In Flow
The Check-In feature is a core mechanic in the Roam app that allows users to validate real-world WiFi networks and earn rewards in return. We designed this flow to feel fast, trustworthy, and delightfully rewarding. This 7-step journey blends seamless interaction with gamified outcomes, turning simple actions into meaningful participation in Roam’s decentralized network.
Add WiFi Flow
The “Add WiFi” flow empowers users to expand the Roam network by contributing WiFi hotspots - and earn rewards in return. We designed this 8-step journey to be simple, transparent, and rewarding, especially for users who may not be tech-savvy but want to participate in building the decentralized network.
ROAM eSIM Flow
The eSIM feature in Roam unlocks seamless mobile data access across 190+ countries. We designed this flow to feel intuitive even for users who have never used eSIM technology before.
The goal was to reduce friction at every step - from plan discovery to activation - while tying it back to Roam’s core incentive model using Roam Points.
ROAM Wallet Flow
This video showcases the Roam Wallet - a core part of the user experience where utility meets ownership.
In the wallet, users can:
Connect their external wallet (e.g. MetaMask)
View purchased NFTs and crypto assets
Convert Roam Points into $ROAM tokens
Swap $ROAM into major tokens like SOL or ETH
Enjoy seamless cross-chain support, built on Ethereum and Solana
Leverage their DID, automatically created for each user, for secure and private transactions
Burning Pool Flow - turning points into value
As Roam’s ecosystem evolved, we introduced the Burning Pool - a key feature that allows users to convert their Roam Points into $ROAM tokens. The challenge was to make this process feel simple, rewarding, and transparent while offering flexibility for different types of users.
We designed a flow that supports three distinct burning methods, each tailored to a different user behavior:
General Burning Pool
Users can choose how many Roam Points to burn (within set limits) and receive a proportional amount of $ROAM based on the current pool ratio.
Miner Burning Pool
Designed to reward active contributors to the Roam network. This pool often has a more favourable exchange rate and limited-time burn windows, encouraging long-term participation.
Sticker Burning Pool
Users can collect and burn different rarity stickers (Common, Rare, Epic, Legendary), each with a fixed Roam Point quota. This adds a fun, collectible layer to the token conversion experience.
TESTING
To evaluate and compare the usability of our old vs. new Roam app home page, I ran a remote unmoderated test using Maze, involving 18 participants from our early user community. Both versions were tested on navigation clarity, engagement, and misclick behavior.
The results were telling:
The new home page (v1.9) outperformed the old version in every key metric.
✅ Bounce rate dropped from 15% → 10%
⏱️ Average time spent increased from 18s → 35s
❌ Misclick rate dropped from 14% → 5%
🔥 Overall usability score improved from 67 → 82.5
Heatmap data showed that users found the updated layout more intuitive and engaged more with core features like eSIM and Check-In. These insights gave us the confidence to move forward with the new structure and confirmed that simplifying top-level actions and reorganizing visual hierarchy directly impacted user clarity.
DESIGN SYSTEM
As Roam's product grew, it became clear that consistency and scalability were critical for maintaining quality across our rapidly expanding features. I developed a comprehensive design system in Figma to ensure visual harmony and smoother collaboration with developers.
This design system included:
A robust component library (buttons, tabs, inputs, cards, modals)
Typography and spacing rules for both light and dark modes
A full color token system to support global theming and accessibility
Reusable templates for common UI patterns like onboarding, popups, and toast alerts
LESSONS
Working on the Roam app has been one of the most rewarding and complex experiences of my design career.
I learned how important it is to balance innovation with intuition - introducing new concepts like decentralized Wi-Fi and token-based rewards required clear onboarding and thoughtful UX choices to avoid overwhelming users.
I saw firsthand how early research and real user feedback shape a product that people actually want to use - from check-ins to eSIMs, every interaction needed to feel familiar yet exciting. Building a design system from scratch taught me to think not just about screens, but about scalability, teamwork, and long-term consistency.
Most importantly, I realized the power of shipping. Today, Roam isn’t just a prototype - it’s a live app with a thriving global community, over 1 million users, and a launched $ROAM token powering real-world incentives.
NEXT STEPS
I’ve already started working on a new UI concept to further improve the app’s clarity, engagement, and accessibility. To support this effort, we’ve partnered with an external design and development agency to accelerate improvements across key flows and performance areas.
As the Senior Product Designer, my current focus is on driving measurable product metrics through UX:
📈 Increasing eSIM revenue through improved plan visibility, easier onboarding, and upsell moments.
🛒 Optimizing WiFi Miner purchases by improving product education and in-app conversion paths.
📺 Boosting ad engagement with better ad placement and reward loops.
🤖 Exploring AI features to personalize user journeys and make onboarding/support smarter.
🎯 Reducing bounce and misclick rates, while increasing session time and task success rate.
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