Building the first UX: A Journey of Innovation and Impact
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Context
I had the privilege to work at Validation Cloud as their lead and only designer. I have been instrumental in shaping the startup's user experience journey and establishing a strong brand identity. From Jun 2023 till now, I have led multiple key initiatives that have significantly contributed to our growth and success.
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Design Leadership
As the first design hire and only designer in the team, I spearheaded all design aspects, building products from scratch and shaping the company’s visual and functional identity:
Developing a Multi-Chain Staking and Reporting Web App
Starting from scratch, I designed and delivered a multi-chain staking and reporting web app that scaled from 0-1 to 1-100. This project was essential in expanding our service offerings, allowing users to manage their staking activities seamlessly across multiple blockchain networks. The app's success is a testament to our commitment to innovation and user-centric design.
Redesign Node API developer tool
The Node API is the core of our business, and its redesign was crucial. I led the project from concept to completion, enhancing its functionality and user experience. The new design not only improved performance but also made it more intuitive for our users, solidifying its position as the backbone of our operations.
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Designing and Building the Official Website
The official website is our primary digital presence, and I took charge of its design and development. By focusing on user experience and aesthetic appeal, I created a site that effectively communicates our value proposition and engages visitors. The website now serves as a vital tool for attracting and retaining clients.
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Establishing a consistent visual language
I developed a comprehensive visual foundation and design system that ensured consistency across all touchpoints. From logos and color palettes to typography and iconography, this system created a cohesive visual identity that resonates with our audience and reinforces our brand's reliability and professionalism.
Branding guidelines
Creating a cohesive brand identity was essential for our growth. I developed comprehensive branding guidelines that established a consistent visual language across all platforms. This effort ensured that every interaction with our brand was unified and professional, enhancing our market presence.
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Marketing and BD Materials
Consistency in branding extends to all aspects of the business. I rebranded all marketing pages, the blog, monthly newsletters, and business development materials. This comprehensive rebranding effort ensured that our messaging was aligned across all channels, strengthening our brand identity and enhancing user trust.
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Design and Build the Official Website
V1: Completed core pages
Design and build 9 pages to establish a modern tech company brand image.
Hubspot Integration
Fulfilled all integration requests from the go-to-market team, including establishing forms and CTAs to streamline data flow into Hubspot.
V2: Full site
Added product pages and several UI components. Conducted user testing and research to guide page iterations.
Design Outcome
A Step-by-Step Guide to Improving Conversion Rates through Strategic Landing Page Optimization
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Design process
As a product designer, my role is to lead the design process with a user-centric approach, ensuring the website not only provides a seamless UX but also meets business goals. Here’s a detailed breakdown:
1. Discovery
The discovery phase is about gathering insights through stakeholder interviews, user research, and competitive analysis. The aim is to understand business goals, user needs, and market opportunities to set a solid foundation for the design process.
2. Content Strategy Workshop: “Where Do We Win?”
This workshop identifies the unique strengths of the business and content areas that resonate most with users. Through SWOT analysis, content audit, and prioritization, we create a strategic content roadmap to highlight where we excel and guide the overall website content strategy.
3. Design
The design phase brings the visual and interactive elements of the website to life. High-fidelity mockups and prototypes are created, guided by the content strategy insights, to provide a cohesive and engaging user experience.
4. CRO Test
Conduct Conversion Rate Optimization (CRO) tests to evaluate different design elements, content placements, and user pathways. This phase focuses on optimizing the user journey to maximize conversions from social media visitors to active users.
5. No-Code Website Build
To save time and resources, I built the entire website using the no-code platform Webflow. This approach allows rapid development, easy iteration, and the flexibility to make design updates without extensive coding.
6. Content and SEO Optimization with AI Tools
Use AI tools like Keak.com to fine-tune content and optimize SEO keywords. This step ensures the site’s content is compelling, relevant, and optimized for search engines to improve visibility and attract the right audience.
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CRO Test
Increase the conversion rate of visitors coming from social media posts
by directing them to the most effective landing page.
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Diagnose with Key UX KPI
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Low traffic
The page currently experiences limited visitor traffic
Low conversion rate
The rate of converting visitors to users is below expectations.
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