Portfolio

Fibodex / UI&UX, Branding Case Study

Project Overview

FiboDex is a decentralized ecosystem designed to provide various blockchain-based financial services to individuals and businesses. The project aims to make digital markets more accessible and understandable, with a focus on financial exchanges, tangible and intellectual assets, and in-game purchases. I led the design of the brand identity, user interface, and user experience.

Business Goals

Dedicate platform for NFT developers

Dedicate platform for Game developers

In-Game asset store

Non-Fungible tokens store (NFT)

Native blockchain

Exchange Money

Problem Statement

Challenge:

  1. Redesigned the brand identity and strategy to align with the platform’s vision and audience needs.
  2. Crafted an intuitive and cohesive user experience for a blockchain-based financial platform.
  3. Addressed the needs of diverse user groups, including investors, developers, and beginners in digital finance.
  4. Simplified complex workflows to ensure accessibility for novice users while maintaining advanced features for expert users.
  5. Focused on creating a user-friendly interface to bridge the gap between technical functionality and ease of use.
 

Research & Insights

  • User Research: 

Conducted interviews with potential users, stakeholders, and industry experts to understand pain points and expectations from a decentralized financial platform.

  • Persona Development: 

Created user personas to define the key target audiences—investors, developers, and general users.

  • Competitor Analysis: 

Analyzed existing financial platforms, blockchain services, and their user interfaces to identify gaps and opportunities for innovation.

 

Design Process

For the FiboDex project, I followed a Double Diamond framework, a structured approach to problem-solving and design. This method allowed me to explore challenges broadly before narrowing down to precise, user-centered solutions.

Analyses of Competitions:

Before designing FiboDex’s user interface, I conducted a competitive analysis to identify key strengths and gaps in existing platforms. This research revealed opportunities to balance user-friendly design, blockchain security, and advanced functionality. It guided the creation of a platform that caters to both beginners and experienced users, ensuring FiboDex stands out in the market.

In-depth interviews:

I conducted in-depth interviews with 8 participants from diverse backgrounds, including investors, developers, and beginners in blockchain. Each session lasted approximately 60 minutes and covered 15 well-structured questions designed to uncover user needs, pain points, and expectations for a blockchain-based financial platform.

Persona Stage:

These personas allowed me to clearly define the core user groups and tailor the platform’s design to meet their specific requirements. Through this process, I ensured that FiboDex caters effectively to both novice users, seeking simplicity and education, and advanced users, requiring robust tools and technical support.

By combining these insights with findings from competitor analysis and user research, I was able to establish a user-centered approach that balances accessibility with advanced functionality, ensuring FiboDex stands out in the decentralized financial ecosystem.

Customer Journey Map:

After developing detailed personas, I created CJMs to visualize the experiences of our key users, Emma and Lio. These maps outlined their actions, thoughts, pain points, and emotions at each stage, helping identify opportunities to enhance user engagement and satisfaction. The CJMs provided clear insights to refine the platform’s design and functionality for diverse user needs.

Visual Identity Stage

As part of the FiboDex rebranding, I developed a new visual identity that reflects the platform’s vision of innovation, trust, and accessibility. Alongside desktop and user research, I selected green and purple as primary colors—green symbolizing growth and trust, and purple representing innovation and ambition.

The rebranding included:

  • Logo Design: A Fibonacci-inspired “F” symbol reflecting growth and blockchain connectivity.
  • Color Palette: A modern green and purple scheme for a balanced and striking identity.
  • Typography: Clean, sans-serif fonts for readability and professionalism.
  • Visual Elements: Blockchain-inspired patterns for consistency across platforms.

This cohesive rebranding positioned FiboDex as a leader in decentralized finance, blending accessibility with cutting-edge design.

Design System & UI Kit

I developed a design system and UI kit for FiboDex to ensure consistency and scalability, supporting both light and dark modes:

  • Color Themes: Light mode for clarity, dark mode for modern usability with optimal contrast.
  • Reusable Components: Scalable buttons, icons, and input fields for cohesive design.
  • Typography & Accessibility: Ensured legibility and accessibility across both themes.
  • Documentation: Provided clear guidelines for seamless development integration.

User Fellow

Information Architecture 

Key Insights from Platform and User Interviews:

  1. Accessibility for Beginners: Simplify workflows and provide educational resources to ease onboarding.
  2. Real-Time Data: Essential for informed decision-making, especially for investors.
  3. Customization: Advanced users value customizable dashboards and tools.
  4. Security Priority: Users expect robust protection measures like MFA and transparent logs.
  5. Multi-Device Compatibility: Seamless experience across mobile and desktop is a must.
  6. Learning Resources: Tutorials and glossaries are crucial for novice users.
  7. Efficiency: Streamlined trading and asset management workflows are highly valued.
  8. Developer Tools: API access, sandbox environments, and documentation are key needs.

Thank you!

 I hope you enjoyed viewing this project