Summary:

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.