Website Redesign | March 2021

My Role

I was the sole designer throughout the project cycle. My responsibilities included gathering stakeholder requirements, as well as creating strategies to improve the brand voice, conducting user research, visual design and brand development. Also collaborated with the developer to brainstorm ideas and solve problems that arose. 

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Project Summary

The survival and success of any new start-up hinges on its ability to differentiate itself from its competitors, and that’s no different within the frantic Web3 ecosystem. Projects need to attract both investors and users to their cause by establishing a trustworthy brand and community. Life Token tasked me to design a new website that would attract new investors as well as give the project a source of truth. 

I provided them with a new website that increased the project’s authority by refining their brand messaging and highlighting the charitable work the project was working on. Additionally, I  supported the development by working closely with their developer to ensure a smooth hand off and delivery. 

<div class="image-grid"> <div class="image"><img src="https://cdn.prod.website-files.com/600f96ac41927111eb4a3f6d/61ee1847e60ddc1ad9699ef6_Web%201920%20-%201.png" alt="Life Token - detailed wireframe - one of three"></div><div class="image"><img src="https://cdn.prod.website-files.com/600f96ac41927111eb4a3f6d/61ee1848e27eeafb72ae43f1_Web%201920%20-%202.png" alt="Life Token - detailed wireframe - two of three"></div><div class="image"><img src="https://cdn.prod.website-files.com/600f96ac41927111eb4a3f6d/61ee1849b1ac1ab8fc4bb726_Web%201920%20-%203.png" alt="Life Token - detailed wireframe - three of three"></div></div>

The Challenge

The templated look and feel of the existing Life Token website didn’t inspire the confidence within the community that the project founders wanted to inspire. The average cryptocurrency user will have stringent guidelines when hunting for new investment opportunities. Any new opportunities need to demonstrate both a sense of legitimacy and authenticity with their website site through detailed audits, indicators of growth, along with a thriving and increasing user base. 

Life Token’s existing website was created from a Webflow template, which had all the crucial information to attract investors and build a healthy community, but lacked a cohesive feel and some general polish for it to have the desired effect. 

Solution

Using competitor analysis, I established a design benchmark and developed a marketing plan to help get ahead of Life Token’s competitors; like Elon Gate and Hope Token. The deliverables for this project were several wireframes, rough designs, and a polished final product. 

In collaboration with the project’s lead developer, we created a new visual brand for the website and began establishing a design system that allows  quick prototype iteration and design in the future. Utilizing web heuristics, the new website provided easy scan-ability and quick reading, backed with elements of accessibility to improve the overall feel. 

My extensive experience with front-end development made for minimal friction while collaborating with the developer. This enabled us to finish the site on time and on budget.

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Results

This project provided the direction to continue to educate myself on blockchain and financial topics, specifically focusing on user motivations that ensured the new website stood out. I achieved that by highlighting the “tokenomics” of the project and highlighting the charitable contributions donated by Life Token. While some challenges occurred with establishing clear communication with the project creators, I still adequately performed my role as a designer, created a new website design, and adjusted my internal processes to better communicate from the project start. 

While I delivered a website design that the project creators approved of, The Life Token has since undergone a V2 launch and redesign.