- Industry
- Blockchain, Crypto
- Role
- Product Designer
- Year
- 2024
- Industry
- Blockchain, Crypto
- Role
- Product Designer
- Year
- 2024
Seedify is a Web3 incubator and launchpad where investors stake to reach a tier and join the funding rounds of vetted projects. When I joined as the only designer, the platform had a working MVP but no design system, no design files and no design architecture. I built that foundation and led a full redesign of the product, aligned with the company's business goals.
Seedify had a functioning product, but nothing behind it to design from.
The starting point
There was no design system, no Figma files and no defined structure to build on, and the product, the brand and the marketing material did not share a common visual language.
What I set up
As the only designer on the team, I created the design system, refreshed the brand and rebuilt the marketing assets and the press kit, giving the product and its communication one consistent visual language.
Polls and user interviews revealed where the experience was holding investors back.
The findings
I ran polls and interviews with Seedify users to identify the bottlenecks. Three questions kept coming up: when can I buy, how much can I buy, and which tier bracket am I in?
The decision
All three depend on tiers and rounds. A user's tier is set by the amount staked, and higher tiers access earlier rounds; a project can run several rounds, from a whitelist round to a final public one. We decided to redesign the project pages and the buy component around these two variables.
Two versions of the buy component were tested. The one reduced to the essentials performed much better.
The test
The original component carried round and tier information inside it, which made it too dense. We stripped it back to what matters at the moment of purchase, the current price and the amount received in return, and tested it against the original. The simpler version performed much better.
The new layout
In the final design, tier and round information moved to a dedicated column, alongside the live progress of the fundraise. The redesigned page reads in two parts: on the left, the token and who can buy and when; on the right, only the purchase.
One system first, then the whole platform: structure, project pages and every core flow.
The system
The design system defines typography, a complete color scale with semantic and surface colors, elevation and a component library built around the platform's needs, from status badges and tier indicators to progress bars.
The redesign
With the system in place, I reviewed the information architecture of the whole site and redesigned the project pages and every core flow for desktop and mobile. In the redesign, a single layout supports every onboarded project while letting each keep its own identity.
