William Stewart

HoneyBricks wraps high quality, rental properties into security tokens that allow retail investors to receive daily income, capital growth and borrow from their assets. My challenge was to transform the early stage research & conceptual wireframes into a fully fleshed out world-class mobile/desktop investing experience, built on a scalable world-class design system created from scratch.

I was responsible for producing a world class mobile/desktop UX/UI design, while building a world class design system. Unlike every other case study on my portfolio where I was a hands-on design manager, I did all the UX & UI design myself for this role as principal designer.

Gap & Value Analysis:

• Reviewed, synthesized, and visualized all research & industry best practices for crypto, DEFI, & real estate investing.
• Collaborated closely with the C-suite to formalize our design thinking understanding of key tasks, flows, and OKRS that would translate into a design plan for specific screens.
• Drafted the plan for a world-class 0-1 design system that would meet our mobile and desktop product design needs, with an eye for scalable future expansion.
• Formalized how we would apply best practices for crypto + real estate investing to harmonize with users in our key markets.
• Iteratively devised an effective mobile/desktop navigation information architecture for our product.

Pre-mortem & how to measure (what would success & failure look like?)

• FAILURE POINTS: If onboarding & understanding the value of crypto + real estate investing is too complex, onerous, or scary, it would prevent user adoption.
• SUCCESS POINTS: If the value prop is clear, users will onboard. If onboarding is painless, users will consider investments. If investments are attractive & easy to understand, users will invest.
• MEASURE: Plan for continual improvement. Which features are used the most/least? Where do customers stumble or get confused? Determine which features affect customer revenue, profit, costs?

• Crafted a look & feel that would be familar & inspirational to our target audiences familar with a) retail investing b) crypto c) real estate or d) any combination thereof.
• Based the new Figma 0-1 design system on Material Design, customized for our unique branding, product space, & market positioning.
• Created a Design Thinking System of labeling, versioning, and understanding design choices as the design system & actual product design came together.

• Iteratively created sketches, wireframes, user flows, & clickable prototypes for each possible screen & state.
• Finely tuned the high definition (HD) visuals for each clickable flow.
• Identified & designed zero states, error states, & edge cases in a consistent way throughout the product.
• Ensured a consistent look & feel from mobile to desktop for all screens & user actions.

• I hustled to produce a high quality MVP to help the company go to market and attract both users and further investment.
• Despite short timeline, I used rapid asynchronous feedback cycles to refine all designs, copy, flow, & visuals to a high level of UX/UI finesse.
• Worked closely with CEO & CTO for smooth design-dev handoff with Figma, Zeropoint, Zeplin, & Storybook.
• Since this was design for the initial MVP release, there are no previous results to compare to. However, I set the stage to allow for easy testing and iteration against OKRs and KPIs.