2023
Hashdex
Rethinking crypto asset management.
My Role
Design Manager — led a team of 4 designers across brand, product, and web. Responsible for design strategy, design system, research direction, and stakeholder alignment.
People Involved
- Cosme Faé — Design Manager
- Amanda Varella — Engineering Manager
- FGV Research — Market Research Partner
- Sales Team — Insights & Validation
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.
Problem
Hashdex's existing platform faced challenges in user navigation and engagement. Users found it difficult to access key information about financial products.
Methodology
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.
Key Insights
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.
Project Definition
Developed personas representing different types of users, including institutional investors, individual investors, and crypto enthusiasts.
Jobs to Be Done
Defined critical tasks for each persona, such as tracking portfolio performance, accessing market insights, and learning about crypto investments.
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.