On this page

Intro

The Brief

My Design Process

Discover & Strategy

Concept & Design

Validation

Deliver & Handoff

Personal Reflections

Reflection

EPOCH

Designing the product vision and brand for a crypto crowdfunding platform to secure its initial funding.
Summary

An end-to-end product design project to transform a founder's conceptual idea into a tangible and investable MVP. I led the strategy, UX, UI, and branding to create a compelling prototype and visual identity that embodied their ambitious vision for a new ICO.

An end-to-end product design project to transform a founder's conceptual idea into a tangible and investable MVP. I led the strategy, UX, UI, and branding to create a compelling prototype and visual identity that embodied their ambitious vision for a new ICO.

My Role

Design Lead

Team

Myself (Design Lead) 2 Cofunders 1 Lead Developer 1 Marketing Lead

Responsabilities

· Product Strategy, UX / UI Design · Branding, Illustration · Prototyping

Timeline

Feb - April 2021

The Brief

What was the problem?

The founders of EPOCH had a ambitious vision for a crypto-based crowdfunding platform but lacked a tangible product. Their goal was clear: secure funding from investors. Their challenge was translating a complex conceptual idea into a compelling, credible, and investable product experience.

The founders of EPOCH had a ambitious vision for a crypto-based crowdfunding platform but lacked a tangible product. Their goal was clear: secure funding from investors. Their challenge was translating a complex conceptual idea into a compelling, credible, and investable product experience.

The Core Challengues

Translate a Vision into a Tangible Product
Managing Uncertainty in Vision and Resources
Navigate a Complex Domain with Non-Designers
Translate a Vision into a Tangible Product
Managing Uncertainty in Vision and Resources
Navigate a Complex Domain with Non-Designers
Translate a Vision into a Tangible Product
Managing Uncertainty in Vision and Resources
Navigate a Complex Domain with Non-Designers

My Design Process

1. Discover & Strategy

From concept to strategic vision.

I collaborated closely with the crypto-focused founders to translate their complex vision into a coherent product strategy, defining the core user flows and value proposition that would form the foundation of the fundable prototype.

Full Dashboard

Early paper sketches used to rapidly align with the founders on the core user journey and product structure.

Full Dashboard

Early paper sketches used to rapidly align with the founders on the core user journey and product structure.

Full Dashboard

Early paper sketches used to rapidly align with the founders on the core user journey and product structure.

The initial visual moodboard, establishing the brand's direction towards a trustworthy yet innovative crypto aesthetic.

The initial visual moodboard, establishing the brand's direction towards a trustworthy yet innovative crypto aesthetic.

The initial visual moodboard, establishing the brand's direction towards a trustworthy yet innovative crypto aesthetic.

2. Concept & Design

Building the tangible product and brand.

I led the end-to-end creation of the high-fidelity prototype and the complete brand identity, designing every screen and interaction to make the crypto crowdfunding process feel intuitive and trustworthy.

The brand system. A custom logomark, Typogprahy, custom icons & palette balancing crypto's innovation with the trust required for financial investment.

The brand system. A custom logomark, Typogprahy, custom icons & palette balancing crypto's innovation with the trust required for financial investment.

The brand system. A custom logomark, Typogprahy, custom icons & palette balancing crypto's innovation with the trust required for financial investment.

Custom-made illustrations & teaser image for marketing materials

Custom-made illustrations & teaser image for marketing materials

Custom-made illustrations & teaser image for marketing materials

Results

1

Brand System

1

Brand System

1

Brand System

5+

Features Prototyped

5+

Features Prototyped

5+

Features Prototyped

50+

Screens designed

50+

Screens designed

50+

Screens designed

3. Validation

Prototyping and Alignment

I worked closely with the founders to test and refine the interactive features—like token sales and fund withdrawal—ensuring they were not only usable but also technically sound and trustworthy from a crypto perspective.

List of my Assets, Selling, Calling a vote. Democratic governance in action—the flow for users to actively participate in platform decisions.

List of my Assets, Selling, Calling a vote. Democratic governance in action—the flow for users to actively participate in platform decisions.

List of my Assets, Selling, Calling a vote. Democratic governance in action—the flow for users to actively participate in platform decisions.

Upcoming Project, Selling Tokens

Upcoming Project, Selling Tokens

Upcoming Project, Selling Tokens

Opportunities, Project manager profile, add tokens

Opportunities, Project manager profile, add tokens

Opportunities, Project manager profile, add tokens

Withdraw funds. The secure and straightforward process for users to manage and withdraw their capital.

Withdraw funds. The secure and straightforward process for users to manage and withdraw their capital.

Withdraw funds. The secure and straightforward process for users to manage and withdraw their capital.

Homepage of the website

Homepage of the website

Homepage of the website

Results

5

Flows tested

5

Flows tested

5

Flows tested

100%

Founder apporval

100%

Founder apporval

100%

Founder apporval

15+

Feature iterations

15+

Feature iterations

15+

Feature iterations

4. Deliver & Handoff

Providing the assets to launch funding.

I delivered a complete package—including the interactive prototype, full brand guidelines, and all design assets—giving the founders everything they needed to articulate their vision and pursue their seed funding.

Results

1

Final Design System

1

Final Design System

1

Final Design System

5

Prototyped Featues

5

Prototyped Featues

5

Prototyped Featues

100%

Assets delivered

100%

Assets delivered

100%

Assets delivered

Technical Scope

Platform

Web, iOS Native app

Tools & Methods

Competitive Analysis, Assumption-Based Design, Iterative Design, Stakeholder Interviews, Prototyping, UI Design, Branding

Software

Sketch, Figma, Zeplin, Adobe suite

Deliverable

Interactive Prototype, Design System, Brand Guidelines

Personal Reflections

Understanding the Crypto Domain
Designing for Investment, Not Just Interaction
Owning the Product Vision End-to-End
Navigating the Uncertainties of Venture Design
Understanding the Crypto Domain
Designing for Investment, Not Just Interaction
Owning the Product Vision End-to-End
Navigating the Uncertainties of Venture Design
Understanding the Crypto Domain
Designing for Investment, Not Just Interaction
Owning the Product Vision End-to-End
Navigating the Uncertainties of Venture Design

Future Opportunities

The delivered prototype and brand system established a strong foundation for EPOCH's funding round. Given more time and resources, the strategic next steps would include:


  1. More User testing and validation of the concept.


  2. Developing a comprehensive user onboarding flow to educate new investors about crypto crowdfunding


  3. Expanding the token utility and governance features based on feedback


  4. Creating a Desktop app version to increase accessibility and user engagement