The Problem
Hashdex’s existing platform faced challenges in user navigation and engagement. Users found it difficult to access key information about financial products.
Context
Hashdex is a pioneering global crypto-focused asset management company offering a range of investment solutions designed to help clients navigate the digital asset market.
Conducted extensive research on the crypto market and gathered insights on the target audience’s needs and pain points in partnership with the Sales team and FGV Research. Analyzed competition and identified opportunities for differentiation.
Identified that users needed a more intuitive interface, easier access to educational resources, and enhanced data visualization tools. Highlighting the need for a more intuitive and user-friendly experience that reinforces the brand’s commitment to solidity, simplicity, and security.
Personas
Developed personas representing different types of users, including institutional investors, individual investors, and crypto enthusiasts.
User Stories/Jobs to Be Done
Defined critical tasks for each persona, such as tracking portfolio performance, accessing market insights, and learning about crypto investments.
Design System Creation
Based on the research, we created a comprehensive Design System that included patterns, typography, color schemes, and other design assets. This system was used to ensure consistency and cohesiveness across all products and initiatives as well.
A Gestalt-oriented Brand System
When working on the Hashdex brand, I utilized gestalt principles to deliver high-end design assets that truly raised the bar of the financial market.
Firstly, I applied the principle of proximity by grouping similar elements together cohesively. This helped to create a sense of unity and organization within the design, making it easy for the viewer to understand and navigate.
Additionally, I used the principle of similarity to ensure that all elements within the design shared similar visual characteristics. This helped to create a consistent and cohesive look and feel throughout the brand.
I also employed the principle of the figure-ground relationship to create a clear distinction between the foreground and background elements. This helped to draw the viewer's attention to the essential elements within the design, such as the Hashdex logo.
Furthermore, I utilized the principles of symmetry and balance to create a sense of stability and harmony within the design. This helped to create a sense of professionalism and credibility for the brand.
Overall, by utilizing these gestalt principles, I was able to deliver high-end design assets that truly elevated the Hashdex brand and helped to create a strong and memorable visual identity.
A Gestalt-oriented Brand System
When working on the Hashdex brand, I utilized gestalt principles to deliver high-end design assets that truly raised the bar of the financial market.
Firstly, I applied the principle of proximity by grouping similar elements together cohesively. This helped to create a sense of unity and organization within the design, making it easy for the viewer to understand and navigate.
Additionally, I used the principle of similarity to ensure that all elements within the design shared similar visual characteristics. This helped to create a consistent and cohesive look and feel throughout the brand.
I also employed the principle of the figure-ground relationship to create a clear distinction between the foreground and background elements. This helped to draw the viewer's attention to the essential elements within the design, such as the Hashdex logo.
Furthermore, I utilized the principles of symmetry and balance to create a sense of stability and harmony within the design. This helped to create a sense of professionalism and credibility for the brand.
Overall, by utilizing these gestalt principles, I was able to deliver high-end design assets that truly elevated the Hashdex brand and helped to create a strong and memorable visual identity.
A memorable visual identity
The global website was a success and helped establish the company as a leader in the crypto market. The Design System and user-friendly interfaces played a key role in the success of the products. The research & validation process and the continuous data collecting, helped ensure that the products met the needs of the target audience and differentiated from the competition.
