Fokoya products

Art Direction & Product design

I began working with Fokoya in January 2018 as the Art director & lead product designer.
Fokoya is a funded startup company that manufactures social trading apps & games.
The company was founded by 3 Israeli entrepreneurs, Gilad Raz (CEO), Guy Oren (COO) & Guy Lando (CTO).
My job was to take Fokoya’s design department to its maximal potential under the hectic startup work methods .
At my time working with Fokoya, I managed a team of another designer and 8 design interns from all over the world, working back to back with the founding team, the PM, and the marketing manager.

Blockium & westocks
social financial trading games (real & play money)

Blockium & WeStocks are social trading apps that come to make the financial trading & cryptocurrency world accessible to the everyday joe.

Both platforms are web-based, using React framework for the client-side
of the application.
The platforms both available to all users as a native app to download from the AppStore and playstore. Users could also access the app using a web browser for a desktop experience of the products.


The guidelines of working on Blockium’s brand was to create a welcoming brand & appearance to the financial trading & blockchain.
Blockchain was a foreign language to our targeted user crowd. Combining it with financial trading required branding that the user can relate to and feel secure with as a place to trust some of their finance but also be playful and welcoming.

The lion resembles stability and strength; it is also widespread in the financial world and used widely by financial institutions and services. The decision to use purple as the primary color of the brand allowed us to project both luxury and trust as the user interacts with the brand in marketing content & the Product itself.
The branding of “WeStocks” was to create a move “real-money” appearance to the brand and present a more serious trading
appearance to a similar product.

Product design (UX/UI)

The product which the founding team presented to me was the shell of the full idea, but the experience & appearance of the app were not matching it’s potential, my job was to bring the product to its full potential.
The tools I have used to advance the product design included design thinking methods like - customer experience maps, paper prototyping, flow maps, dot voting exercises, etc.

Lobby screens (tournaments)

Jan 18

Feb 18

May 18

Dec 18

Positions (score follow-up)

Changing the lobby appearance was an easy task, and since we worked in sprints, I needed to apply little changes every sprint.
The information presented at the lobby required a strong hierarchy between a title, timer, tournament duration, entry fee, prize, how many players/traders and the division of awards between them all this while keeping at least 2.5 tournament cards above the fold to make sure the user has enough engagement on the first moment the app is revealed.

Positions (score follow-up)

The "positions" page had one of the most unfriendly UX while it was the second most crucial part of the app. this section was divided into 2 levels of tabs within tabs, it was missing relevant information to the user and had no clear navigation.

My solution was implemented into design after creating user journey maps, and emotional behavior maps to all the required scenarios of this product page.

I minimized the experience into 2 tabs with much clearer and more engaging information about every tournament.

Positions (score follow-up)


The founding team’s request was to create a podium-like effect while maintaining the leaderboard’s current behavior.

Later we agreed to create a similar design to a dribbble shot by the talented Yeruslav Zubko

This was my “rebound” shot of Yeruslav’s design Vs. The old design of the leaderboard.

More (settings)

"More" was a center for the users to work with the app other than play & trade. It had information about the product; the user could verify his account, manage the profile, etc.
It also had the wallet section for the user to manage, deposit & withdrawal their funds.
The idea was to create a backside to the app by using a different color scheme since this is the main area where the user is dealing with real money, which is vital to the company to have the UX there engaging and serious as possible.

Special tournaments

Other projects

Other than the UX/UI of Blockium/WeStocks among my tasks, I managed another graphic designer & over 8 interns in different periods.
I was in charge of creating the “round A” funding presentation for the company, landing pages, and the company’s main website.


The work at Fokoya was the best learning experience I could have asked for, working back to back with the founding team had it’s up and downs, but, it involved so many great experiences which came from hours of hard work & passion (even if it was not my product it felt like my baby).

I have designs and concepts from my time at Fokoya for 100 case studies, but there is no room so if you want to know more about it - simply call me I love to talk design over coffee, contact me here.