txSync

Our product design team was set out to rethink and challenge the UX of several products developed by the txSync team. The real challenge lays in the fact that all of them were already in production and actively serving customers. Additionally, they were all related to verious aspects of asset management, adding another layer of complexity. Having previously collaborated on multiple branding and marketing projects, our team had gained deep insights into txSync’s business and market impact. Leveraging our years of FinTech experience in Web2, we were well-equipped to enhance user acquisition and retention across their product portfolio.

• Branding and support to the Marketing team in promotional activities: logo design, brand identity, marketing collaterals (digital and print)
• Discovery, UX/UI audit and Product strategy
• Product design for asset management tools and several new initiatives

The first task was to develop the brand. The creative freedom provided by the txSync team enabled our web and graphic designers to set a high standard, delivering work that went beyond our usual projects. Using Webflow to build presentational websites gave us the flexibility to experiment with animations and interactions, resulting in a truly engaging experience.

We began with stakeholder interviews to identify current pain points and opportunities. The next step was to reevaluate the existing UX across several products for managing assets. These products had been designed "by developers for developers," so one of our primary goals was to make them more accessible and appealing to newcomers in the Web3 space. We brought years of experience in building FinTech products, a solid understanding of financial services, and expertise in UX best practices to the table. By diving deep into the philosophy, technology, ledgers, smart contracts, and assets, we were able to propose fresh ideas for concepts already proven in the market. With a clear plan for the coming months, we aimed to start with redesigning the most widely used products, supported by a robust design system.

After the extensive market research, our UX/UI audit was compared to the findings from other products in the market. Our perpective became more informed with the data analytics about the existing user base, which was used on the product design phase to make decisions that will enable higher acquisition and retention rates.

Our approach to product design needed to take into consideration that products we're redesigning are already in the market, they serve to manage assets and new features needed to be developed in paralel to the smooth transition to the new design.

The design system with components and variables enabled scaling of the design process and delivery, as well as a uniform approach to all components. This also impacted the design of new products and initiatives and significantly improved the speed of delivery. through the design system as a key pillar for scaling the product design process, execution, and iterations.