Housecat is a decentralized crypto investing platform, where everyone can subscribe to actively managed, diversified crypto portfolios with just a few clicks.

Visit Housecat website

My subscriptions and user profile on Housecat.


Crypto presents an opportunity to invest in the next big technology stories of our time, but investing in this emerging asset class can be exhausting, requiring constantly to follow the space and active portfolio management in order to maximize the returns. For many people, managing their own, diversified cryptocurrency portfolio is simply not possible due to the time commitment required and the knowledge necessary to be successful.

Introducing Housecat

Housecat is a decentralized crypto investing platform that allows users to subscribe to portfolios managed by other investors. On the other hand, it enables people with expertise in crypto investing to build a following and generate income by sharing their portfolio, which they already manage, with Housecat only automatically mirroring the trades in the background.

My role

As a Co-Founder and Designer at Housecat, my role was everything from designing the actual service experience, to creative direction of the brand and producing assets from pitch decks to video ads.

Explore page with user profile cards.
Explore page features hand-picked, quality portfolios to subscribe to.
User profile with a pie chart of token allocation. User profile with a graph of previous performance.
Profiles feature an extensive view of portfolio allocation, strategy and past performance.
Subscribing to a portfolio flow on mobile.
Subscribing to diversified portfolios is easy, with Housecat doing the heavy lifting in the background.

Focus on the customer journey

We set out to create a platform that would be appealing to both experienced crypto investors with non-custodial wallets such as MetaMask, but also for people new to the space.

We started by mapping out the customer journey, from signing up to subscribing to a portfolio. This allowed us to identify key areas with friction and focus on features that would make the experience as smooth and intuitive as possible. Creating a non-custodial crypto wallet in the background and integrating smooth onramps for fiat currency were some of the design challenges we tackled along the way.

The end result is a platform that is both easy to use for the first time investor and enough features that more experienced crypto investors need.

Customer journey map of a Housecat user.
Customer journey map used to find impactful features to focus on.
On left, instructions about changing fees. On right, email notification about changing fees.
Users are notified by email about important changes in portfolios they subscribe to.

Housecat brand

The design of the Housecat brand was heavily inspired by the playfulness in the crypto space. We wanted to create a brand that would feel approachable, while still conveying the feeling that the service can be trusted with your savings. The original visual identity was designed by Taru Sutinen.

Housecat brand guidelines presentation deck.
Housecat brand guidelines.
Graphic with tokens and Housecat logo in the middle.
Graphic with tokens and Housecat logo in the middle.
Token visual for an email sent to the Housecat community members.


The design process for Housecat was a great opportunity to get to know the web3 space and the various design challenges and opportunities that come with it. Beyond the hype and noise, I genuinely believe that decentralized applications have the potential to change how we interact with the internet and design will play a big role in making them accessible for mainstream users.

I'm currently writing a blog post that dives deeper in what it means to be a designer in web3, where conventions are still being established and new concepts emerge often. It's no exaggeration to say that it's one the most interesting developments I've faced so far in my career.

Looking to the future

The design of Housecat is an ongoing process and we're constantly iterating based on feedback from users. In the future, we're planning grow the platform to include more features such as social interaction and ways to discover new portfolio managers, things that our early users have requested.

For portfolio managers, we hope to integrate as many as possible DeFi protocols and tokens to provide more ways to generate returns for the people that follow them.

← Back to home

Let’s connect!

Get in touch via email or LinkedIn, and let’s discuss how I can help you.