Company background
Waffle Capital is an incubator fund specialising in investments within the Cardano blockchain ecosystem. They maintain a significant operational presence in Hong Kong, actively engaging with the local financial community to promote Cardano's development. The team leverages over a decade of expertise in Cardano to identify and invest in emerging opportunities.
Project goal
The goal of this project was to design a responsive website for Waffle Capital, primarily targeting investors and partners within the blockchain and finance sectors. The site needed to convey professionalism, trustworthiness, and credibility, while also maintaining a fresh, cutting-edge aesthetic that reflected the company’s forward-thinking approach.
Key priorities included presenting information clearly, ensuring simple navigation, and minimising distractions to create a seamless user experience.
The website was required to feature:
About: describing Waffle Capital’s mission and expertise, with a focus on their involvement in the Cardano ecosystem.
Team: introducing team members with individual profiles and links to enhance transparency and build trust.
Blog: a platform for team members to publish articles on industry topics, designed for easy updates and content management.
Contact: a straightforward method for visitors to make inquiries or establish partnerships.
The project aimed to deliver a site that blended functional excellence with an engaging visual identity, aligning with Waffle Capital’s brand values and the expectations of its audience.
Design process
Competitor analysis: evaluated existing websites to identify strengths and weaknesses, noting what the Waffle Capital team liked and disliked.
Stakeholder interviews: engaged with stakeholders and previous investors to understand what they find most important in a website of this nature.
Wireframing: created initial low-fidelity wireframes to map out the website structure.
High-fidelity prototype: developed a Figma prototype, which was tested by stakeholders to gather feedback and iterate.
Collaboration with CTO: worked closely with the CTO to ensure the site was responsive across devices.
Design guidelines: applied the design guidelines from a previous brand and visual project with Waffle Capital, including:
Typefaces: Scope for headers and Roboto Mono for body text.
Colour scheme: Pastel yellow, dark grey, and off-white to align with the refreshed visual identity.
Accessibility: ensured accessibility by testing contrast ratios against WCAG standards.
Post-launch feedback: interviewed several stakeholders after the initial site launch to test navigation and usability, making minor adjustments based on their feedback.
Final website tour
Project outcomes
Since the launch of the website, there was positive feedback given to Waffle Capital for the look, feel and usability of the website. A number of key clients also went on to invest in Waffle Capital in the following months.
My partnership continued with Waffle Capital, where I was later engaged for the creation of graphics for a crypto event in Soho House, which included both digital and physical materials.