04. Lee Gordon from Fold: Research-driven design in Bitcoin products

In this episode of the Studio Twentyone Show, Sahil walks with Lee Gordon from Fold to explore the evolution of Bitcoin design and brand identity. Lee shares insights from Fold's recent redesign and his journey from creative writing to leading design at one of Bitcoin's most recognizable companies. 🔍 What you'll learn in this episode: How Fold approached their recent redesign as they prepare to go public Managing design teams efficiently in Bitcoin companies The role of research and customer feedback in product development Building design systems that scale Drawing inspiration from art and culture for Bitcoin products 🔗 Subscribe for more content on Bitcoin and product design from the Studio Twentyone Show! Connect with Lee: Twitter: https://x.com/leegordon Nostr: https://primal.net/p/npub13wj709u2tdpflj83mxnlz507e54v0k78dzy0pe5prcukrpfnpdjsxnen3s Linkedin: https://www.linkedin.com/in/lanceleegordon Connect with Me: Twitter: https://x.com/SahilC0 Nostr: sahil@primal.net/sahil Web: https://sahilc.com/ Timestamps: 00:00 Introduction to the Studio Twentyone Show 00:20 Meeting Lee Gordon from Fold 01:14 Lee's Journey into Design 02:54 Path Through Agency World and Tech 05:04 Experience at RGA and Other Companies 08:03 Leadership and Individual Contributor Roles 11:10 Design Philosophy at Fold 14:17 Brand Evolution and Redesign Process 20:53 Working with Design Teams and Freelancers 27:07 Research and Customer Feedback 31:16 Design Systems and Efficiency 34:08 Using AI for Research Insights 39:24 Hot Takes on Design Industry 42:05 Art and Design Inspiration 46:47 Future of Bitcoin Design 50:16 Personal Growth and Future Plans 52:23 Closing Thoughts and Contact Information Background image credits: Jason Marder https://jtrain.studio/