PROJECTS
WORKFLOW
Information Architecture
User Flows
Wireframes
Design System Library
Hi-Fidelity Design
Brand Guidelines
ROLE
UI/UX Designer
Brand Designer
Timeline
10 weeks
Overview
Cashmere’s previous brand and website failed to communicate the company’s purpose and value. Its vague descriptions, dark visuals, and lack of human touch made it feel unapproachable and a feel that was “too crypto-company.” To address this, I led a complete transformation, redesigning the brand identity, creating new guidelines, restructuring the website, and crafting animations and product visuals. The result was a dynamic, user-friendly experience that conveys trust and innovation.
Discovery
Understanding the Problem
PROCESS
From Structure to Strategy
With the information architecture approved, I transitioned to creating low-fidelity wireframes. This phase was highly iterative: I worked with stakeholders to refine content strategy, ensuring each section resonated with its intended audience. Simultaneously, I started ideating on visual representations that could simplify Cashmere’s complex product. We explored abstracted UI elements and animations to break down concepts visually, making the content easier to grasp.
In parallel, I developed Cashmere’s brand identity through scheduled check-ins and rounds of approval. The finalized brand guidelines informed the creation of a robust design system library—a critical foundation for consistency and scalability in the high-fidelity designs.
DESIGN EXECUTION
Bringing Cashmere to Life
With a solid foundation in place, I kept consistent communication with the Cashmere team as I designed each page. I introduced distinct product pages tailored to specific customer types, with copy and visuals strategically aligned to their unique needs. Each page featured actionable call-to-actions, helping potential buyers quickly see how Cashmere addressed their pain points.
A key challenge was representing Cashmere’s complex product visually. To solve this, I created original animations in After Effects, exporting them as vector-based JSON files for easy implementation. These animations, paired with abstracted UI elements, simplified complex processes and drew direct connections to users’ daily workflows. For example, animations broke down intricate product features into intuitive visuals, helping viewers think, “Yes, I deal with this aspect in my job daily.” By strategically pairing these visuals with contextual copy, I ensured the site was engaging, clear, and easy to digest.
The animations also played a functional role: they kept users’ attention, breaking up paragraphs of text and adding an interactive feel to the site. By focusing on these details, I turned a static, confusing product overview into a dynamic and immersive experience.
Final Deliverables
Results & Impact
INbound traffic
The redesigned website successfully transformed Cashmere’s digital presence. By segmenting offerings and introducing actionable messaging, the site saw a significant increase in inbound traffic. The new structure also provided valuable insights into which product positioning resonated most in the market, allowing Cashmere to refine its strategy further.
clarified product
Stakeholders praised the clarity and engaging visuals, with the animations and abstracted UI elements playing a key role in simplifying the product’s complexity. The dynamic visuals and strategic content ensured users stayed connected, understanding Cashmere’s value in ways the old site could not achieve.
