DataBloc Branding and Website | Website and Enterprise Software
Problems Solved:
• User uncertainty surrounding navigation and resource access.
• Create branding and style guide components for marketing and web design.
• Assist organization in transition and rebrand (formerly SCOW Capital) from finance-oriented company to blockchain-based data privacy and storage company.
Goal:
• Create a simple and intuitive user interface stemming from a signature style guide that can be applied across all deliverables including branding, marketing assets and documentation, and website for a new data security and sharing economy software platform based on blockchain for enterprise customers.
Roles:
• Design Lead (User Flow, Information Architecture, Layout, UX/UI Design, Branding, Style Guide, UI Component Library, Illustration, UX/Copy Writing, Custom Signature Coding for BCT Social Channel)
• User uncertainty surrounding navigation and resource access.
• Create branding and style guide components for marketing and web design.
• Assist organization in transition and rebrand (formerly SCOW Capital) from finance-oriented company to blockchain-based data privacy and storage company.
Goal:
• Create a simple and intuitive user interface stemming from a signature style guide that can be applied across all deliverables including branding, marketing assets and documentation, and website for a new data security and sharing economy software platform based on blockchain for enterprise customers.
Roles:
• Design Lead (User Flow, Information Architecture, Layout, UX/UI Design, Branding, Style Guide, UI Component Library, Illustration, UX/Copy Writing, Custom Signature Coding for BCT Social Channel)
Preliminary Research and Information:
The DataBloc platform is a web platform that seamlessly and securely connects data service providers and enterprise customers, touted as "The Airbnb of Data Services". The DataBloc software, also known as StoneFusion, is a 9th generation permission-based blockchain solution developed by StoneFly, a well-established data services company based in Silicon Valley. The software supports various data services and storage types, and offers enterprise-quality data optimization, availability, accessibility, encryption, and protection.
Service providers download StoneFusion and list their services on the web platform. Enterprise and public customers input their storage needs and which data services they require. Customers then select accommodating providers from a curated list and purchase services directly on the web platform. DataBloc is the first solution where enterprise-quality service providers can download a software that allows them to sell excess data storage and services over the internet, without customer acquisition costs—all within a secure blockchain framework. DataBloc is transitioned StoneFusion to a permission-only blockchain based on Ethereum, which enables the use of a token that facilitates an efficient sharing economy. Smart contracts on the Ethereum blockchain govern all transactions. The web platform is where enterprise and retail customers purchase data services on a subscription-based model.
The DataBloc platform is a web platform that seamlessly and securely connects data service providers and enterprise customers, touted as "The Airbnb of Data Services". The DataBloc software, also known as StoneFusion, is a 9th generation permission-based blockchain solution developed by StoneFly, a well-established data services company based in Silicon Valley. The software supports various data services and storage types, and offers enterprise-quality data optimization, availability, accessibility, encryption, and protection.
Service providers download StoneFusion and list their services on the web platform. Enterprise and public customers input their storage needs and which data services they require. Customers then select accommodating providers from a curated list and purchase services directly on the web platform. DataBloc is the first solution where enterprise-quality service providers can download a software that allows them to sell excess data storage and services over the internet, without customer acquisition costs—all within a secure blockchain framework. DataBloc is transitioned StoneFusion to a permission-only blockchain based on Ethereum, which enables the use of a token that facilitates an efficient sharing economy. Smart contracts on the Ethereum blockchain govern all transactions. The web platform is where enterprise and retail customers purchase data services on a subscription-based model.
Stakeholder Conversations and Takeaways:
After conversations with leadership, I partnered with a team of 3 marketers, a fellow designer, 2 senior business consultants, a project manager, and a member of the development team. We communicated remotely via email, Slack, Skype, and Telegram. We conferenced both individually and as a group on an as-needed basis to accomplish tasks, in addition to full agile team/stand-up meetings occurring Mondays, Wednesdays, and Fridays with the rest of the organization.
After being appointed the Design Lead, I took the wireframes and beginning mocks constructed by my teammate and continued to update and polish the interface for the webpages. While working on this, I created the style guide as more assets were required. Personas and journey maps were provided by our executive team and project manager (not pictured here) based on research and competitor audits they had conducted previously.
After conversations with leadership, I partnered with a team of 3 marketers, a fellow designer, 2 senior business consultants, a project manager, and a member of the development team. We communicated remotely via email, Slack, Skype, and Telegram. We conferenced both individually and as a group on an as-needed basis to accomplish tasks, in addition to full agile team/stand-up meetings occurring Mondays, Wednesdays, and Fridays with the rest of the organization.
After being appointed the Design Lead, I took the wireframes and beginning mocks constructed by my teammate and continued to update and polish the interface for the webpages. While working on this, I created the style guide as more assets were required. Personas and journey maps were provided by our executive team and project manager (not pictured here) based on research and competitor audits they had conducted previously.
Example of Marketing Materials: 3-Page Executive Summary Document
Style guide development was based on a consensus from leadership to begin with "a blue-green palette". The tone of the brand is both technical in nature but also friendly, which is reflected in the design elements, language, and choice of typeface (chosen prior to my onboarding to the project, and my team was very attached to it), as well as the marketing assets that were made available on social media.
Icons, colors, backgrounds, buttons, and fonts were reviewed with the PM, a Senior Consultant, my fellow designer, and developers throughout the style guide construction to ensure they could be implemented. They were then officially signed-off on by the executive team and resulted in further creation and application of assets to the website and marketing materials that were provided to investors.
Icons, colors, backgrounds, buttons, and fonts were reviewed with the PM, a Senior Consultant, my fellow designer, and developers throughout the style guide construction to ensure they could be implemented. They were then officially signed-off on by the executive team and resulted in further creation and application of assets to the website and marketing materials that were provided to investors.
Example of Basic Style Guide Components
Structural Components:
The existing *User Flow was reviewed and reconstructed during the hand-off of wireframes and mocks with reference to basic functions and core UX principles. Few changes were made to the user flow, with the exception of additional content and links to resources. The *Information Architecture was informed by the reconstructed flow.
*User Flow and Information Architecture images unavailable.
The existing *User Flow was reviewed and reconstructed during the hand-off of wireframes and mocks with reference to basic functions and core UX principles. Few changes were made to the user flow, with the exception of additional content and links to resources. The *Information Architecture was informed by the reconstructed flow.
*User Flow and Information Architecture images unavailable.
Wireframes, Testing, and Feedback:
Styling was applied to original wireframes and mocks to provide a basis for digital prototypes. User testing was conducted by leadership by gathering feedback from early-adopters of the software application and beta users that engaged in social media tasks to gain bonus cryptocurrency tokens in the DataBloc Bounty Program that could be used after a threshold was met.
User testing yielded a desire for public access to video, whitepapers, and a newsletter for updates. These assets were created and added to a "Public Materials" page. Users were also able to sign up to DataBloc's whitelist to reserve cryptocurrency and provide their Ethereum wallet address. Newsletter sign-up capability was added to every page of the website, right above the footer.
Styling was applied to original wireframes and mocks to provide a basis for digital prototypes. User testing was conducted by leadership by gathering feedback from early-adopters of the software application and beta users that engaged in social media tasks to gain bonus cryptocurrency tokens in the DataBloc Bounty Program that could be used after a threshold was met.
User testing yielded a desire for public access to video, whitepapers, and a newsletter for updates. These assets were created and added to a "Public Materials" page. Users were also able to sign up to DataBloc's whitelist to reserve cryptocurrency and provide their Ethereum wallet address. Newsletter sign-up capability was added to every page of the website, right above the footer.
Developer Hand-off, Management, and Implementation:
Working closely with one developer as my point of contact, there was a high level of direct communication and collaboration throughout the build and implementation process, including delivery of specs and documentation.
Working closely with one developer as my point of contact, there was a high level of direct communication and collaboration throughout the build and implementation process, including delivery of specs and documentation.
DataBloc Website Final Mocks
User Feedback, Evaluation, and Suggested Considerations for Improvement:
• User feedback after redesign implementation was largely positive from both beta users and enterprise organization pilot testers.
• Engagement with the application increased significantly based on number of active users, sign-ups, and social media activity.
• Further conclusions required a longer period prior to evaluation to yield any meaningful or conclusive data. Available observable outcomes included increased interest from investors and enterprise clients, as well as adoption by power-users interested in the Ethereum-based STONE token offering via the Bounty Program.
• Considerations for improvement include adding social icons, additional video tutorials, and advocating with greater effort for different styling of illustrations and typefaces (particularly with regards to kerning).
• User feedback after redesign implementation was largely positive from both beta users and enterprise organization pilot testers.
• Engagement with the application increased significantly based on number of active users, sign-ups, and social media activity.
• Further conclusions required a longer period prior to evaluation to yield any meaningful or conclusive data. Available observable outcomes included increased interest from investors and enterprise clients, as well as adoption by power-users interested in the Ethereum-based STONE token offering via the Bounty Program.
• Considerations for improvement include adding social icons, additional video tutorials, and advocating with greater effort for different styling of illustrations and typefaces (particularly with regards to kerning).