OnFinality Marketing Website

Understanding

OnFinality is a blockchain infrastructure as service, we aim to redesign website to improve user experience and align with our evolving brand. This case study explores the journey from initial research to the final implementation of the website redesign

Objectives

1. To enhance the overall user experience.
2. To modernize the website's visual appeal.
3. To improve the content's structure and accessibility
4. To build a Marketplace

User Research.

Method: One-on-one interviews and online surveys.

Participants: 6 existing customers and 20 potential users.

Findings: Users struggled with the navigation, don't know what's we really offer, found the content are quite technical and hard to understand, and felt the design was outdated.

Competitor Analysis

Key Competitors:

Ankr https://www.ankr.com‍

Alchemy https://www.alchemy.com/‍

Morails https://moralis.io/

Key Finds: Competitors were using more dynamic visuals and had clearer content structures. We identified opportunities to differentiate OnFinality by focusing on user-centric structure design and interactive elements.

Ideation‍

Strategy Sessions: Brainstorming with cross-functional teams(Includes marketing and BD team)

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Define the sitemap:

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Wireframing

I created low-fidelity wireframes for the website’s key sections and key pages. Simplifying user flows, particularly for new visitors.

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Prototyping

• High-Fidelity Prototypes: Developed using Figma.
• Focus Areas: Homepage, Marketplace, Dedicated Products Pages
• User Testing: Went through three rounds of iterations, each tested with a small user group for feedback.

Challenges and Solutions

• Balancing Aesthetics and Functionality
• Challenge: Integrating modern design elements without compromising on load times and user experience.
• Solution: Opted for SVGs and optimized images. Used lazy loading for heavier elements.

Technical Limitations

• Challenge: Some advanced interactive elements were difficult to implement.
• Solution: Worked with developers to find creative ways to simplify these features without losing their intended impact.

Results

• Performance Metrics: Within the first three months, the website experienced a 50% increase in user engagement, 30% increase in organic traffic and 40% increase in average session duration.
• Brand Impact: The new website contributed to a stronger brand image, showcasing OnFinality as a user-focused company

Live view https://onfinality.io/

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