Lindsey Created
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Hashing & Co
  -    -    -  Hashing & Co


Created user experience backed identity and interface for a women-led platform that uses new tech to make investing in cryptocurrency easy for all.


My Role:

User Experience Research, Brand Identity Design, Brand Strategy, User Experience Design, User Interface Design


Problem Statement:

Hashing & Co. was pitching itself to investors in a heavily saturated and trendy cryptocurrency market. To stand out from the crowd, it required a unique brand identity. Also, the platform needed to speak to female users without completely alienating potential male users.


Project Goals:

  1. Position branding to become an established brand in the cryptocurrency market
  2. Attract large investors for next round
  3. Uncomplicate the cryptocurrency experience; make the platform beginner-friendly

Research Methods:

  • Market Research Analysis
  • Customer Personas
  • Customer Journey
  • Information Architecture
  • Prototype Testing

Without an established presence yet, we weren’t able to recruit existing Hashing users, so reached out to 13 users on other platforms to gain in-depth insights on their needs, motivations, and frustrations to help shape the platform solution.


Core Customer Needs:

  • Easy to understand platform
  • Learning opportunities
  • Female-based guidance and advisement

The Result:

By creating a unique brand sensitive to target audience needs, Hashing & Co. instantly attracted initial stage investors.