Node by IOMD revolutionizes commerce with a "flip the script" approach to online
transactions. Rather than people having to enter and re-enter personal information on countless
sites, the Node app lets consumers manage, retrieve, and save all of their online interactions,
purchases and profiles only on their devices. This means no more accounts, no need to
remember passwords, and no spam or phishing. Ever.











I'm under NDA for this project, but here are some aspects I worked on

  1. Lead all design involving the iOS application

  2. Conducted User research on KPIs, pain points, thick data

  3. Iterated user flows for various acquisition channels

  4. Held design workshops on scalability architecture

UI Design

User Journey Mapping

UX Research

Product Market Fitting

UX Strategy


Everyone's always shopping

We're consumers, and these days all our shopping happens online.

Every shop needs an account

With every purchase comes another account, and you give up your data to get one.

Every account is more stress

No control of your data, no idea what your password is, and no clue what you even bought.


of the U.S Population engages in e-commerce

Yaguara Co


new accounts are created every single day



passwords to remember for each user on average



Node solves these problems by putting the trust of an account into the hands of the user.

Node holds all your data and distributes it safely to merchants only you choose. This means you don’t have to create an account every time you shop, and all your purchases live on your Node.

How might we

Provide enough inertia for the user to download another app

Curate different user experiences per acquisition channel

Motivate users to return to the app repeatedly and frequently

Implement a professional, scalable design


We brainstormed research questions, and came up with
corresponding design problems to solve.

What is Node?

Research Question

Is Node a product people would use?

Do users understand what the app does, as well as how they can use it?

Why guest checkout?

Research Question

Why would a user check out as a guest?
What makes a user want to create an account?

What brings users back?

Research Question

What values would motivate a user to keep returning to the app?

Value proposition comprehension.

Design Problem

Showcasing the app’s unique selling point, and ensure the user understands what that is.

Extension usage and memory.

Design Problem

Ensuring users know how and moreover when to make use of the browser extension.

Scalability & expanding features.

Design Problem

Building the experience in ways that promotes growth and sequences features.

Patty Williams

Privacy-oriented online consumer.

Patty is an online shopper. She cherishes seamless checkouts but grapples with the constant worry of losing track of her purchases. She buys products from a variety of websites, and often loses the ability to locate her receipts. In her pursuit of convenience, she treads cautiously, and maintains a log in her Notes app of all the purchases she makes. It makes her feel in control, and productive.

User Flow - Merchant Initiated

Based on a user experience initiated by shopping on a merchant's website, Patty, the consumer, purchases an item on a Shopify merchant, checking out as a guest. She sees a banner to download Node on the order confirmation screen, and engages with it to learn more.


User Flow - Consumer Initiated

Patty is directed (via multiple channel) to Node's iOS App Store page. Given the acquisition channel, the user flow she experiences will be generic for any consumer that downloads Node without the catalyst of a purchase, or other acquisition method.

Ideated wireframes to help visualize information architecture. We wanted to strike a balance
to make the product informative yet aesthetic, and skeuomorphic yet unique.

We put together a style guide for the product with notes on rationale and motivations.

And we got into granular detail on every design decision we made.

Here are some examples.
Mouse over them to see what my thinking was!

And some more afterthoughts on how the applied UX compares to my theories..

Lastly, here's a final look at the product.

Like what you're seeing?