2022
alpaca.markets
Designing the website for B2B & Crypto users.
Context
Alpaca launched their Broker API in 2021 and Crypto for Broker API in 2022. With access to crypto markets and new security features, they needed to create awareness & trust for new partnerships and expand their user base.
Problem
People need a credible brokerage that provides them with financial security & extensive access to the investment markets. Alpaca's legacy website was outdated and didn't evidently show their enterprise & crypto capacities.
Role
Design Lead
Senior Visual Designer
Tools
UI/UX
Figma
Graphics
Illustrator
Planning
Whimsical
Skills
UCD
UI/UX
Motion
Interactions
Icons too!
Illustration
UI & Flows
Prototyping
Visual Design
Design Direction
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User & Business Impact
13,000+ Members
Since the launch of the Broker API in 2021, Alpaca partnered with hundreds of global businesses ranging from app developers, growing startups to medium & large enterprises.
2 Recognitions (2022)
Recognized on CB Insights 2022 Fintech 250 and Y Combinator’s Top Companies 2022 as a high-growth & most promising private fintech company.
Benzinga Award (2022)
Alpaca received the distinction of Best Automated Trading Software at the 8th annual Benzinga Global Fintech Awards.
Solution
Along with a rebrand, my role was to redesign the website to make more evident our offerings for crypto, tokenomics, and blockchain technology. The user flows for webpages were also refactored for B2C & B2B customers to find their respective information & relevance in our product offering.
Approach
01
Research
02
Ideation
03
Iteration
04
Hi-Fi Mockups
05
Implement
06
Maintain
Process
The homepage update set the design direction for the rest of the website. The following process is applied generally from concept to implementation.
Each webpage's launch process varied based on time to deadline, complexity of user flows, and interactive components implemented.
Implement & Maintain
The launch of the new homepage, FAQ/Support page, and Tokenomics guide set the design standards for different page tiers & Alpaca's tone for enterprise, individual, and developer users. It also spearheaded Alpaca's rollout into the Crypto markets, having adopted a Web 3 approach to the style guides across all platforms.
High fidelity mockups were passed over to developers for implementation. Content & design reviews were done in staging before getting launched. Each page was monitored to see what worked and what needed to be updated for maintenance.
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