bitgrit
Overhauling the website to align with the company vision.
Overview
bitgrit, a company aiming to democratize AI through blockchain technology, sought to redesign its website to better reflect its vision and incorporate new business components. As a UX designer joining the team, I was tasked with improving the overall website experience. The company's core business model consists of three main elements: data science competitions, an AI Marketplace, and a native cryptocurrency. However, only the competition aspect was available on the existing website.
Problems
A few challenges I identified was the cluttered and disorganised layout. The main component of the website is the data science competition but there were no information about live competitions anywhere on the homepage. Other sections of the website had unrelated information mixed together which made it difficult for users to navigate and find relevant content and resulting in the following problems:
Home page (scrollable)
Token Page (scrollable)
Emptiness
While there are new competitions on the platform, the home page has remained static. Users arrive onto the home page only to immediately go to the competition page to check for new content.
Confusion
The cryptocurrency page for example contained minimal information about bitgrit's native cryptocurrency while including unrelated details about the company's services and team.
Untrustworthy
In crypto, poorly presented information can inadvertently trigger skepticism. Without clarity and transparency, people may instinctively associate the platform with the numerous pump and dump schemes that have plagued the crypto ecosystem.
Opportunity
How might we raise engagement, bring clarity and build trust?
Goal
The redesign needs to show information clarity and create trust to our users.
Design Iterations
It is important for users to be familiar with the way they access their account as well as accessing them quickly. Using a menu to display entry points to different sections of the existing My Page screen was the quickest and most familiar to our users. Sections with low visit rate were reviewed and removed.