Ella James, Brand and Product Designer
2025
Conversational Design, Experience & Interface Design
In 2025, Azza processed over $10M in onchain volume, entirely through WhatsApp. Azza enables everyday people and businesses to buy, sell, hold, and transact crypto without downloading an app or navigating complex trading interfaces.
For the 10K plus users, their first onchain interaction didn't happen in a traditional crypto wallet, it happened in a chat, on an already familiar interface; WhatsApp.
Our goal was to turn a familiar messaging experience into a trustworthy, usable financial interface, capable of handling real money at scale.
Ella James, Brand and Product Designer
2025
Conversational Design, Experience & Interface Design
In 2025, Azza processed over $10M in onchain volume, entirely through WhatsApp. Azza enables everyday people and businesses to buy, sell, hold, and transact crypto without downloading an app or navigating complex trading interfaces.
For the 10K plus users, their first onchain interaction didn't happen in a traditional crypto wallet, it happened in a chat, on an already familiar interface; WhatsApp.
Our goal was to turn a familiar messaging experience into a trustworthy, usable financial interface, capable of handling real money at scale.
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Designing Azza meant building a financial product entirely within WhatsApp's native UI.
There were no custom components, no familiar navigation, and no visual hierarchy to design from scratch, only what WhatsApp allows: message order, spacing, buttons, and timing. Every interaction lived inside a continuous chat thread, where new information constantly pushes old information away.
We couldn’t assume users would scroll back, remember previous steps, or understand crypto-specific patterns. So, the main challenge was designing for trust inside a chat interface never meant for financial transactions.
Designing Azza meant building a financial product entirely within WhatsApp's native UI.
There were no custom components, no familiar navigation, and no visual hierarchy to design from scratch, only what WhatsApp allows: message order, spacing, buttons, and timing. Every interaction lived inside a continuous chat thread, where new information constantly pushes old information away.
We couldn’t assume users would scroll back, remember previous steps, or understand crypto-specific patterns. So, the main challenge was designing for trust inside a chat interface never meant for financial transactions.
Designing Azza meant building a financial product entirely within WhatsApp's native UI.
There were no custom components, no familiar navigation, and no visual hierarchy to design from scratch, only what WhatsApp allows: message order, spacing, buttons, and timing. Every interaction lived inside a continuous chat thread, where new information constantly pushes old information away.
We couldn’t assume users would scroll back, remember previous steps, or understand crypto-specific patterns. So, the main challenge was designing for trust inside a chat interface never meant for financial transactions.
Another important part of the experience was designing cashback and reward visuals that could communicate incentives quickly inside chat.
Internally, these were often referred to as coupons. They were lightweight, ticket-inspired visual cards designed to grab attention and explain rewards instantly without disrupting the conversation flow.
Because most interactions happened inside busy chat threads, users needed to understand the reward immediately without reading long explanations.
Another important part of the experience was designing cashback and reward visuals that could communicate incentives quickly inside chat.
Internally, these were often referred to as coupons. They were lightweight, ticket-inspired visual cards designed to grab attention and explain rewards instantly without disrupting the conversation flow.
Because most interactions happened inside busy chat threads, users needed to understand the reward immediately without reading long explanations.
Another important part of the experience was designing cashback and reward visuals that could communicate incentives quickly inside chat.
Internally, these were often referred to as coupons. They were lightweight, ticket-inspired visual cards designed to grab attention and explain rewards instantly without disrupting the conversation flow.
Because most interactions happened inside busy chat threads, users needed to understand the reward immediately without reading long explanations.
