Client
Moonfin
Role
Lead Product Designer, Brand Designer
The intro
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Led the full-spectrum design process, covering product design, user research, and branding. My role spanned from shaping the brand’s tone and visual language to leading UX research, and delivering end-to-end native mobile designs for both Android and iOS.
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Moonfin, a crypto-fintech startup with big plans to shake up India’s growing cryptocurrency market, came to us for help with branding and app design. Their goal was to create a strong brand identity and a user-friendly app that would make crypto investments easy and efficient for users aged 30-50. Our focus was on showcasing convenience, trust, and the promise of higher returns through our branding and design efforts.
The branding and app design for Moonfin crafted a visual identity and user interface that made cryptocurrency investments more approachable and efficient for a diverse Indian audience.
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The product was fully designed and ready for development, but was paused due to changes in crypto regulations in India. The project included end-to-end brand and mobile experience design within a fast-paced, lean team setup.
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The main challenge was to develop a fresh and appealing brand, along with a user-friendly app design, that specifically meets the needs and preferences of the 30-50 age group in the Indian market. The goal was to create a visual identity and user interface that made crypto savings and investments feel simple and accessible, without overwhelming users with the complex details of blockchain technology. Adding to the challenge was the need to address the inherent risks of cryptocurrency investments through thoughtful design and branding strategies.
The process
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A thorough analysis of the market showed a landscape buzzing with new competitors. This deep dive gave us valuable insights into market positioning and branding strategies, helping us make smart choices during the design process. By studying the visual identities and user interfaces of existing solutions, we spotted opportunities to set Moonfin apart and meet user needs that hadn’t yet been addressed through branding and app design.
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In-depth user research across India revealed the needs, motivations, and anxieties of potential crypto investors aged 30-50. Through empathy mapping, we discovered a common desire for simplicity, clarity, security, and culturally relevant features. We developed three personas to guide our branding and design decisions:
The Curious Investor: New to crypto, looking for education and guidance.
The Experienced Trader: Seeking advanced features and a variety of investment options.
The Tech-Savvy Investor: Interested in cutting-edge technology and innovative financial products.
One key insight was the widespread fear of financial loss due to the perceived risks of cryptocurrency. This finding played a significant role in shaping our approach to creating a trustworthy brand identity and a transparent app design.
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The Jobs to be Done framework was employed to ensure the branding and app design for Moonfin effectively addresses user needs. By identifying the specific tasks users want to accomplish, a brand identity and app interface were crafted that not only meets their requirements but also solves their problems, enhancing the overall user experience and addressing their concerns.
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<!-- Solution -->
The solution centred on building a transparent and trustworthy brand identity, paired with a user-friendly app design to make crypto investments less daunting. We developed:
A brand identity that communicates trust, innovation, and accessibility, with a colour palette and typography tailored to the target demographic.
An app interface design that includes:
Clear, straightforward explanations of crypto concepts
Easy-to-use investment tracking with transparent fee details
Visual risk assessment tools to help users make informed choices
Culturally relevant imagery and localized content to resonate with users
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