Case Study 01
Deep Trace
AI-powered anti-counterfeit verification product redesign.
How do you design a complex verification process without overwhelming the user?
Role
End-to-End Product Designer
(Brand → Product → UI)
Timeline & Status
Live product · Ongoing iterations
Recognition
Innovation Award 2025
Overview
Deep Trace is an AI-powered anti-counterfeit product designed to verify the authenticity of physical goods using a smartphone camera.
It enables consumers and businesses to distinguish genuine products from counterfeits by analyzing visual patterns in product packaging, without requiring specialized hardware.
The product has been applied across healthcare, consumer goods, and the vape industry, and received the Best Innovation Award at the Vapouround Global Awards 2025, recognizing Cypheme’s AI-based solution as a new standard in anti-counterfeit protection.
Context
The original Deep Trace product was web-based and highly functional, but difficult to navigate. The interface was visually plain, overloaded with information, and lacked a cohesive brand or design system.
Users were required to interpret complex instructions while navigating a cluttered UI, the opposite of what a verification tool should demand. For a product built to reduce doubt, the experience itself introduced friction.
The Problem
- High cognitive load during a moment that required speed and confidence
- Overloaded screens and unclear hierarchy
- No consistent visual language or brand identity
- Hard-to-follow navigation and instructions
- Cognitive overload during a task that requires confidence and speed
Users didn’t need more information, they needed clarity.
My Role
End-to-end Product Designer
- Led the complete redesign from branding to UI, UX writing, and interaction patterns
- Designed the design system: visual language, components, color, and typography
- Reworked the verification flow into clear, step-by-step interactions
- Collaborated closely with engineering and marketing teams
- Designed the product experience across web and mobile app
I worked directly with the co-founder of Cypheme, Charles Gracia, as well as the app marketing and development team.
The Approach
Designing for clarity, not complexity.
I approached Deep Trace as a trust-critical product. Instead of exposing the full technical process upfront, I redesigned the verification journey into small, guided steps — each with a single, clear purpose.
The interface was stripped down to essentials and supported by calm, confident visuals, clear microcopy, and deliberate spacing. Color was used intentionally: only primary actions were highlighted, using a gradient button to signal where attention and interaction were required.
Each screen was designed around one fast, decisive action, keeping text minimal and flow uninterrupted. Every decision focused on reducing cognitive load and helping users complete verification quickly, without hesitation or doubt.
Outcome
The redesigned Deep Trace experience transformed a technically complex system into a product that feels intuitive and trustworthy.
- Clear, guided verification flows
- Reduced cognitive load through minimal UI
- A cohesive brand and design system across platforms
- Stronger alignment between product, marketing, and engineering
The result was a product experience that supported Deep Trace’s growing adoption and contributed to its recognition as an industry-leading innovation.
This product has stopped 10 million fake products, saved 6,000 lives, and recovered $150 million in revenue.
