Conversion based design for innovative crypto platform
Hytar is a crypto platform & also a token. Company needed new website for their brand that would advertise their new product and inform users about it’s core strengths. In this project I focused on providing good web design that would drive conversions.
Web Design
2025
Context
When I was working at LeadMind, new project came across my desk. New crypto brand “Hytar” needed new website for their product. They didn’t really had anything at this point besides business & product proposals and some ideas. However goals was clear, create sleek & modern looking website that would bring conversions and enable brand to grow.
My Role
In this project I was tasked with being the lead designer. My responsibilities consisted of coordinating workshops between different product departments, ideation workshops, creating content for website, preparing comprehensive research & analysis and creating final design for the project.
Challange
As mentioned, we started from blank canvas, having only idea about what product is and who potential target group is. However as it later turned out, this product is evolving very fast which meant that what was relevant yesterday could become obsolete next day. Overcoming those challenges and methodically building final design that drives conversions became main focus of the whole project.
Design Challenge
“Create modern looking website for crypto platform that would convey brand language and drive conversions, enabling brand to grow.”
So how do I start?
Content work
Target group
Analysing target group was important to determine design language and content messaging. Different needs and questions regarding investments played crucial role in product development.
Content
Content comes first. After gathering all the necessary research and information I started working on initial proposals, testing scenarios and messaging.
Business Goals
While preparing website it’s also important to consider other business needs and integrations that will be necessary to include as all of this will influence layout and content.
Framework
My approach
To prepare content that actually drives conversions and touches upon user needs and questions I decided to follow well established framework for developing clear and engaging messaging.
Understanding Users
Differentiating
Clarity
Context
Process
Tools & Frameworks
To achieve desired results and better structure my workflow I used many well known and proven tools that would guide me through the process.
Jobs to be done
Differentiation
Competitors comparison was useful to determine areas in which product could be differentiated.
Clarity & Context test
To ensure clear messaging, clarity and context test frameworks were used.
Process
Leading creative session & product workshops
In order to ensure seamless product integration with already existing flows and business structure I prepared & led series of workshops aimed at establishing clear design direction.
Product Workshops
Product workshops were used to create and establish main backbone of product functionality and how it interacts with other flows / products.
Collaboration between teams
Collaborative workshops were aimed to make sure everyone understands various qualities of the product so that interactions can be introduced seamlessly.
Challenges
During my journey with this project, I encountered some major challenges that required me to adapt quickly and react to what was happening.
Problem
Rapid evolution
Even though we got into the project with some understanding of the initial product specification, the team was faced with unexpected changes to the product, which resulted in me preparing new workshops and coordinating design process in order to ensure that everyone is on the same page and we can keep the momentum up.
Multiple Iterations
Because of sudden product characteristics being changed, previously developed and approved content structure needed to be overhauled and approved again by the PO. This meant that I often needed to trace few steps back and restructure our design files in order to keep everything in check and finish new content proposals on time.
Complex structure
Hytar is very unique product that is very complex in itself, however the fact that it is connected to multiple other entities means that every integration needs to be flawless and comply with other products. By leading and creating collaborative workshops I managed to ensure that everything was working as intended and planned accordingly with company business rationale.
Final Design
Design
Visit website
(coming soon*)
Website is still under development, link should be available soon!
Visit Website
Impact
Design
Seamless integration
New design & platform enables client to seamlessly integrate functionalities from other products under one environment.
Modern Design
New website follows modern and clean design, enhancing brand values and personality.
Tailored content
By extensive research and following industry guidelines, I managed to create new content for the website that addresses users needs, motivations & provides necessary information that will hopefully drive conversions.
*Analytics update coming soon
Good question...
Because website is still under development, I don’t have any access to potential analytics. However you can expect the actual results being posted here in the future.
Reflection
End
Fast paced & unpredictable nature of this project really tested my cooperation and design skills. Even though that at the beginning it was hard to find common ground with P.O and set up consistent meeting structure, eventually I managed to structure a framework for updates and project overview that enabled us to be more consistent and push the project forward. Additionally I really think that this project taught me a lot about conversion based approach in design and how to utilise industry known frameworks in my designs.