Sasha (Tanase) Luca
§01 / Index

UX designer and researcherwho makes productsmake sense.

I help teams figure out who they're building for and why, then design what makes sense to the users. Open to Senior UXR & Product Design roles, full-time or contract.

Get in touch ↗Case Studies →
§02 / Work

Selected work

  • 01
    Web3UX
    Founder & Independent UX Researcher · 2022 — Present · Full-time since 2025
    • Founded and solely operate Web3UX, a user-testing platform and participant panel connecting web3 product teams with web3-native research participants, built to solve the field's hardest research-ops problem: recruiting the right users.
    • Designed and shipped a public research portfolio: six end-to-end case studies with full downloadable reports.
    • Published an AI-assisted UXR framework ("From Fear to Empowerment," 2026) and "The Silent Villain in Your Data" (2026); spoke at EthCC[8], Cannes (2025), and ETHPrague, Prague (2026).
    FounderWeb3Research Ops
  • 02
    Thesis*
    UX RESEARCH  AND DESIGN LEAD→ UX RESEARCH MANAGER · 2021 — 2025
    • Led research focused on PMF across Mezo Network, Acre, and the BitcoinFi Accelerator, including discovery, segmentation, and value-prop validation.
    • Guided product teams with actionable insights that shaped roadmap priorities.
    • Built and maintained the company-wide research repository, serving as the connective tissue between contracting researchers and internal teams.
    • Ran JTBD analyses, PMF surveys and interviews, and iterative discovery to identify high-fit user segments.
    PMFJTBDResearch Ops
    • 02.1
      Mezo
      UX Research Manager & Product Strategy · 2024 — 2025
      • Led research with a focus on PMF: discovery, segmentation, and value-prop validation.
      • Guided product teams with insights that shaped roadmap priorities.
      • Coordinated cross-functional teams and built the insight repository used across the company.
      • Ran JTBD, PMF surveys and interviews, and iterative discovery to identify high-fit segments.
      Product StrategyPMFBitcoinFi
    • 02.2
      Threshold Network
      UX Research & Design Lead · 2021 — 2024
      • Built staking and provider experiences end to end, aligning direction with PMF insights.
      • Validated flows through testing and user research, refining features by segment.
      • Improved developer experience by reducing integration friction on client code.
      • Drove alignment with stakeholders and prioritized the roadmap based on user value.
      • Led product work for the tBTC bridge from concept to iterative improvement.
      UX ResearchProduct DesigntBTC
  • 03
    ConsenSys / Alethio
    Head of Design & User Research · 2018 — 2020
    • Led design and user research for the Ethereum data-analytics platform, taking Alethio Block Explorer, API, Monitoring, and the Alethio Design System from concept to launch-ready.
    • Established the research practice: explorative and generative interview programs plus stakeholder workshops that defined the problems worth solving for a large, multi-player ecosystem.
    EthereumUX ResearchDesign Systems
§03 / About

Nine+ years making sure teams build the right thing for the right people.

I've worked across fast-moving web3 startups and decentralized protocols, most recently leading research at Mezo, where I built the insight repository that became the single source of truth for 15+ stakeholders. Since mid-2025 I run my research practice independently through Web3UX, and publish my full research reports openly on this site.

I work on products where a confused user doesn't just churn, they lose funds. My background sits between research and product design. I'm fluent in discovery, JTBD, and usability testing, and equally comfortable shaping roadmaps and aligning the people who build from them.

Portrait of Sasha (Tanase) Luca
Specialization
Web3 / Crypto / Bitcoin · Ethereum
Methods
Discovery · JTBD · PMF Validation · Usability Testing · Qualitative Research · Stakeholder Alignment
Role
Senior UX Researcher
Years
2018 — Present
Status
Open to roles
§04 / Case Studies

Selected case studies

§05 / Articles & Talks

Recent writing

Some talks are published under Sasha Tanase, my pre-marriage name, which I continued using on stage.

§06 / Contact

Let's talk — sasha@web3ux.org

LinkedIn ↗GitHub ↗Twitter ↗Résumé (PDF) ↗