# Navigating the Maze: How Design Helps Users Find the Right Token | Simon Rico - 0x/Matcha - Channel: [Ethereum Denver](https://streameth.org/ethereum-denver) - Date: 2025-10-09 - Duration: 17:21 - Topics: ETHDenver, Crypto, Web3, Blockchain, Event, Conference, ETHDenver 2025, ETHDenver 2024, Bitcoin, Ethereum - Watch: https://streameth.org/watch/yt-ZmaqO6KDSIY - YouTube: https://www.youtube.com/watch?v=ZmaqO6KDSIY ## Description In the recent years, tokenization has exploded. The space went from a couple of hundred tokens in 1-2 chains, to over 8 millions across hundreds of chains. This evolution creates a challenge for users trying to trade 1 token in middle of 8 million. How do we address this fragmentation? Is there a way for Product Design thinking to simplify this complexity and deliver a good trading experienced to web3 users? We believe so. That’s what I want to present to the EthDenver community as a reference point for builders in the space to address this growing challenge. I will share insights, data point and mock ups from my work at Matcha DEX aggregator to make the content more relevant. πŸš€ Get Ready for ETHDenver 2025! πŸš€ We're already hard at work preparing for next year's biggest Web3 event! Keep your eyes peeled for more info on ETHDenver 2025β€”it’s going to be epic! 🌟