Redesigning the Ethereum Website
Our Process to a Prototype
Stage 1 — Research and Communications Strategy
Unstoppable?
The current site has served a function to encourage builders to build dApps and progress blockchain technology. So why update?
The Community:
It’s broken:
It’s outdated:
Communications:
An initial hour of research identified multiple stakeholders. The Ethereum Foundation needs to address all stakeholders to drive forward its mission and vision.
Methodology
We looked at:
- Ethereum as a BRAND and the message communicated
- The CUSTOMERs or USERS and their wants and needs
- The CATEGORY, INDUSTRY or COMMUNITY and their needs.
The result:
This diagram is a useful tool to quickly discover:
- RELEVANCE the BRAND has to the USERS
- OPPORTUNITIES the CATEGORY gives to the USERS
- ADVANTAGES the BRAND has or could have to the CATEGORY
Redesign for Stakeholders
Relevance:
The Ethereum website needs to encourage (and make it easy) for builders to build the next generation of decentralized applications.
Opportunities:
Education and resources to create awareness of the advantages of decentralization to a dApp end users.
Advantages:
Ethereum is an established blockchain and brand, it must use this advantage to talk to institutions (investors, governments, organizations and businesses).
Communication Strategy
The UNIQUENESS of Ethereum to be communicated:
An up to date and relevant media source, educational resource and builder tool to drive forward a decentralized internet for builders, dApp users and institutions.
Read on here for an extensive justification of the communication strategy.
Stage 2— Design Sprint Collaboration
As a team we used our skills running GV Design Sprints to produce the content and user story for the prototype.
The sprint is a four-day process for answering critical business questions through design, prototyping, and testing ideas with customers. For the Ethereum stunt we condensed our time into a one hour session using tools from the Sprint process.
The end result was having a basic storyboard for the site. Using a collaborative process we came up with the following key message for the Ethereum site:
The world's largest community solving global challenges and democratizing the internet.
Stage 3— Prototyping
We designed a simple site for the key stakeholders discovered in the communication strategy research.
Landing
An up to date and relevant media source, educational resource and builder tool to drive forward a decentralized internet for builders, dApp users and institutions.
The result:
- Simplistic three options for three user groups.
- Inspire with the key message.
Developer Tools
Relevance: The Ethereum website needs to encourage (and make it easy) for builders to build the next generation of decentralized applications.
The Result:
- Show the globally relevant problems that need builders to solve.
- These could be voted by the community.
- Easily accessible documents and guides for developers.
Learn
Opportunities: Education and resources to create awareness of the advantages of decentralization to dApp end users.
The Result:
- Community resources to inspire social and economic change towards decentralization.
- By becoming an education resource, Ethereum can educate and create awareness of the advantages of decentralized applications.
- Enable dApp developers by educating new users on the advantages.
Newsroom
Advantages: Ethereum is an established blockchain and brand, it must use this advantage to talk to institutions*** (investors, governments, organizations and businesses).
The Result:
- Ethereum site to lead the way in creating a positive image of Ethereum and Blockchain technology.
- Shaping the conversation away from negative public images such as ‘super computer’, ‘ICO scams’ and ‘energy waste’.
How could you approach a full redesign?
Stage 1: Design Sprint with the key foundation members
The outcome would be a high fidelity prototype outlining the goals, key user stories and features that are required in the site. The user feedback would justify and help understand the importance of each feature.
Stage 2: Community Input
Collaborative sessions engaging the community to get input to content and design of the site. These could focus are the key areas identified in Stage 1.
Stage 3: Design Sprints to go into the key sections in detail
Identifying the key players and those with specific expertise (in the Foundation and community) we could run further design sprints to prototype and test each area or feature of the site.
Stage 4: Designing the Interface
From the prototype and community feedback. A design team could focus on the graphics, user interface and front-end.
Summary
Hopefully this simplistic prototype will encourage the community and Ethereum Org to update the site. We’re under no illusion that this would be an easy task.
If this was to be taken on as a larger project, it would need an incredible design team who would be happy to engage with the community directing it’s design.
Got feedback? Hit us up on twitter: @deepwork_studio or reply below.
