Once upon a time...
A visionary UX designer embarked on an extraordinary journey that would reshape the lives of unbanked smallholder farmers worldwide. His path led him to Ethichub.com, a groundbreaking platform that interconnected these farmers with dedicated investors through the invisible threads of blockchain technology. With their support, farmers gained access to credit and collateral, creating a sustainable ecosystem where all stakeholders benefitted.
A visionary UX designer embarked on an extraordinary journey that would reshape the lives of unbanked smallholder farmers worldwide. His path led him to Ethichub.com, a groundbreaking platform that interconnected these farmers with dedicated investors through the invisible threads of blockchain technology. With their support, farmers gained access to credit and collateral, creating a sustainable ecosystem where all stakeholders benefitted.
Ethichub´s CEO Jori Armbruster used a designed pitch deck in DAOist CDMX 2022.
As a vital member of a visionary intergalactic team, our designer faced the challenges of engaging in metamorphic conversations with developers ( 🆘 ) and collaborating with CEOs whose wisdom surpassed the ordinary. Undeterred, he crafted an astonishing new branding identity and fortified a decentralized portal, empowering users with an intuitive experience, though it remained an ongoing +4-year challenge in the ever-evolving world of Regenerative Finance and Social Impact.
As Ethichub.com flourished, winning accolades across the galaxy 🏆, our designer persisted in weaving captivating digital experiences. With the assistance of a new explorer in the crew, he dedicated more time to conceptualizing and redesigning significant landing pages, gaining a deeper understanding of users through personas, empathy maps, and other intergalactic canvases and methodologies. He crafted templates that brought the adventure's storytelling to life in diverse presentations, designed emails for web2 users ✉️, and designed referral campaigns that seamlessly integrated support for NFT Art, Ethix tokens, and an innovative DApp now connected with the Celo network in values and technically trough the Valora wallet integration.
Constantly nudging projected growth, he aimed to drive a positive change on the vast canvas of possibilities that the Web3 + ReFi ecosystem represents.
TEXT CREATED TESTING CHATGPT4 AND GOOGLE BARD AS COPILOTS.
TEXT CREATED TESTING CHATGPT4 AND GOOGLE BARD AS COPILOTS.
Collaboration with the Ethichub team
Throughout my role as Principal Designer at Ethichub, I have had the opportunity to work closely with various members of the team. While the team has evolved since the project's launch in 2017, the following describes my interactions with the most recent team:
Throughout my role as Principal Designer at Ethichub, I have had the opportunity to work closely with various members of the team. While the team has evolved since the project's launch in 2017, the following describes my interactions with the most recent team:
In 2022, the Ethichub team seized a unique opportunity to be on-site and conduct interviews with the true heroes of this project: the coffee farmers. After a journey spanning over 2 hours from the nearest city and scaling up the Tapachula mountains through rustic and dangerous roads, we had the privilege of capturing their voices. In this video, you can witness me posing several questions to them.
✅ Internal Developers (Backend, Smart Contracts, Front-End) (4):
- Iterative collaboration for implementing designs from Figma into the App and Dapp.
- Crowdfunding features, multichain integration, onboarding process with Magic Wallet, and user investment portfolio.
- Revision and improvement of Vue framework components
- Webflow workflow implementation (In process)
- Iterative collaboration for implementing designs from Figma into the App and Dapp.
- Crowdfunding features, multichain integration, onboarding process with Magic Wallet, and user investment portfolio.
- Revision and improvement of Vue framework components
- Webflow workflow implementation (In process)
✅ External Developers (2):
- Translate Figma designs into HubSpot modules.
- Improve Google CoreWebVitals optimization and solve dev bugs iteratively.
- Implementation of NPS in some HubSpot landing pages
- Translate Figma designs into HubSpot modules.
- Improve Google CoreWebVitals optimization and solve dev bugs iteratively.
- Implementation of NPS in some HubSpot landing pages
✅ Marketing professionals (2):
- Canva templates and marketing assets.
- Feedback for website UX enhancement.
- Brainstormed homepage improvements and implemented A/B testing in HubSpot.
- Email design
- Referral campaigns
- Modules templates for landing pages
- Metrics from HubSpot campaigns and flows
- Canva templates and marketing assets.
- Feedback for website UX enhancement.
- Brainstormed homepage improvements and implemented A/B testing in HubSpot.
- Email design
- Referral campaigns
- Modules templates for landing pages
- Metrics from HubSpot campaigns and flows
✅ Communication/Founder (1):
- Refined copytext and wireframes (main structure and content).
- Storytelling elements for public and landing pages.
- Branding initiatives and pitch deck presentations.
- Addressed accessibility issues.
- Refined copytext and wireframes (main structure and content).
- Storytelling elements for public and landing pages.
- Branding initiatives and pitch deck presentations.
- Addressed accessibility issues.
✅ UI Designer / Illustrator (1):
- Revised and improved user flows, site maps, and responsive designs in Figma.
- Visual concepts, illustrations, and assets for various project sections.
- Graphic design needs across the project.
- Improvement of the Design System and Visual Guidelines
- Mentorship
- Revised and improved user flows, site maps, and responsive designs in Figma.
- Visual concepts, illustrations, and assets for various project sections.
- Graphic design needs across the project.
- Improvement of the Design System and Visual Guidelines
- Mentorship
✅ Customer Support Specialist (1):
- The project has no research team, and no budget for usability tests, so, Customer Support is my right hand for understanding deeper user needs, expectations and pain points.
- One-to-one sessions to understand user issues and requests.
- Insights from Telegrams and Discord communities.
- Refined user personas, addressed bugs, and generated ideas for enhanced user experience.
- User Surveys
- The project has no research team, and no budget for usability tests, so, Customer Support is my right hand for understanding deeper user needs, expectations and pain points.
- One-to-one sessions to understand user issues and requests.
- Insights from Telegrams and Discord communities.
- Refined user personas, addressed bugs, and generated ideas for enhanced user experience.
- User Surveys
✅ Project Manager (1):
- Iterative reviews of UX concepts, idea generation, briefings, and prototype development in Figma.
- Iterative reviews of UX concepts, idea generation, briefings, and prototype development in Figma.
✅ Sales Representative (1):
- Created packaging and label templates using Canva.
- Developed specific catalogs and customized infographics.
- Designed landing pages to support diverse sales strategies.
- Created packaging and label templates using Canva.
- Developed specific catalogs and customized infographics.
- Designed landing pages to support diverse sales strategies.
✅ CEO founder (1):
- General project updates.
- One-to-one discussions about anticipated features, system improvements, and future design requests.
- General project updates.
- One-to-one discussions about anticipated features, system improvements, and future design requests.
Homepage in 2018. Notes of the UX audit.
Sketches for the journey map.
New color contrast options for accessibility.
Alternative mockups to humanize the first section of the homepage in 2018.
Update of personas in 2023, based on last surveys, interviews to users and data from Clarity and Analytics.
First sitemaps to organize the integration of the initial app with public pages.
Onboarding User Flows.
My role as principal designer
Over the course of nearly 5 years, I have been instrumental in conceptualizing, creating, and iteratively improving and measuring with no resources for research, various aspects of the website, the App, the Dapp, the communication, and the phygital (physical and digital) experience of the project. My work has encompassed a wide range of subjects and involved the utilization of the following methodologies:
User-Centered Design (UCD): Placing the needs and preferences of users at the forefront to drive design decisions and create intuitive and user-friendly experiences.
User-Centered Design (UCD): Placing the needs and preferences of users at the forefront to drive design decisions and create intuitive and user-friendly experiences.
Agile Methodology: Embracing an iterative and collaborative approach to development, enabling frequent feedback loops, and ensuring continuous improvement.
Design Thinking: Employing a human-centered approach to problem-solving, empathizing with users, defining challenges, generating ideas, prototyping, and testing solutions. Metrics using Google Analytics and Microsoft Clarity.
Information Architecture: Structuring and organizing content in a logical and intuitive manner, facilitating smooth navigation and information retrieval.
Interaction Design: Crafting interactive elements, transitions, and animations to enhance user engagement and provide seamless interactions.
Visual Design: Applying principles of aesthetics, typography, color theory, and layout to create visually appealing and cohesive designs.
Usability Testing: Conducting user interviews to gather insights, identify pain points, and validate design decisions, resulting in refined and user-centric solutions.
Cross-Platform Design: Ensuring consistency and adaptability across multiple platforms and devices, optimizing the user experience regardless of the chosen medium.
Collaborative Workshops: Facilitating brainstorming sessions, design studios, and cross-functional workshops to foster collaboration, gather diverse perspectives, and generate innovative ideas.
Throughout these years, I have consistently strived to push the boundaries of design and improve the project's digital presence, fostering an exceptional user experience and meeting the evolving needs of our audience.
Strategy, tools, and methodologies
I have employed various strategies at different stages of the project. These strategies have proven to be effective in achieving our business goals. Specifically, we have been using a goal-setting framework called 'Objectives and Key Results' (OKRs) which focuses on user experience. Every quarter, we set one major objective and three specific key results related to revenue, usage, and user satisfaction. Alongside this, we also monitor Key Performance Indicators (KPIs) to measure our success in reaching these goals.
Main Metrics
- NPS
- Completion Rate
I have employed various strategies at different stages of the project. These strategies have proven to be effective in achieving our business goals. Specifically, we have been using a goal-setting framework called 'Objectives and Key Results' (OKRs) which focuses on user experience. Every quarter, we set one major objective and three specific key results related to revenue, usage, and user satisfaction. Alongside this, we also monitor Key Performance Indicators (KPIs) to measure our success in reaching these goals.
Main Metrics
- NPS
- Completion Rate
📙 UX / UI
✅ UX Audit
✅ Heuristic Analysis
✅ Surveys
✅ User Interviews
✅ Assumptions
✅ Competitors Analysis
✅ Personas
✅ Empathy Map
✅ User Journey
✅ User Flow
✅ Sitemap
✅ Wireframes and Mockups
✅ Prototypes & Microanimations
✅ A/B Testing
✅ Remote Workshops
✅ Accessibility
✅ Design System
✅ Responsive Web Design
✅ Mobile Design
✅ Core Web Vitals Optimization
✅ UX Metrics
✅ UX Audit
✅ Heuristic Analysis
✅ Surveys
✅ User Interviews
✅ Assumptions
✅ Competitors Analysis
✅ Personas
✅ Empathy Map
✅ User Journey
✅ User Flow
✅ Sitemap
✅ Wireframes and Mockups
✅ Prototypes & Microanimations
✅ A/B Testing
✅ Remote Workshops
✅ Accessibility
✅ Design System
✅ Responsive Web Design
✅ Mobile Design
✅ Core Web Vitals Optimization
✅ UX Metrics
🔥 Branding
✅ Logo re-design
✅ Tagline creation
✅ Storytelling
✅ Visual Guide
✅ Art Direction
✅ Events
✅ Logo re-design
✅ Tagline creation
✅ Storytelling
✅ Visual Guide
✅ Art Direction
✅ Events
Design
✅ Landing Pages
✅ Email
✅ Presentation Templates
✅ Business Cards
✅ Roll-Up Banners
✅ Diagrams and Infographics
✅ Icons
✅ Packaging and levels
✅ T-Shirts
✅ Stencil for Coffee Bags
✅ Poap Design
✅ Events design assets
✅ Landing Pages
✅ Presentation Templates
✅ Business Cards
✅ Roll-Up Banners
✅ Diagrams and Infographics
✅ Icons
✅ Packaging and levels
✅ T-Shirts
✅ Stencil for Coffee Bags
✅ Poap Design
✅ Events design assets
Mockups for the improvement of crowdfunding cards in 2018.
Survey sample, and mockup for the addition of a progress tracker to minimize friction on token´s pre-sale in 2018.
Alternative ideas for the user portfolio based on feedback from the dev team and previous wireframes.
Tacana`s coffee label for 250grs.
Stencil design for 46 kgs. coffee bags.
👔 Business & Strategy
✅ Entrepreneurship
✅ Web3 understanding (infinite process!)
✅ Design Thinking
✅ OKRs
✅ KPIs
✅ Remote
✅ Agile
✅ Pitch Deck design
✅ Entrepreneurship
✅ Web3 understanding (infinite process!)
✅ Design Thinking
✅ OKRs
✅ KPIs
✅ Remote
✅ Agile
✅ Pitch Deck design
✅ Task Management
✅ Hiring and Mentorship
✅ Reports
✅ Scalability
✅ Innovation
✅ Proactivity
✅ Reliability
✅ Digital Transformation
Use of Airtable to manage different design projects and priorities, and align them with the team roadmap.
Marketing
✅ Email Design
✅ Social Media Templates
✅ Email Design
✅ Social Media Templates
✅ Landing Page Templates
✅ Canva Templates for Social Media
Look and feel of the Ethix landing page in 2023.
Some discarded ideas in the Homepage design process.
