UTribe Website
UTribe is a Fintech company that makes physical gold accessible through their digital token, $GIFT. $GIFT is backed 1:1 by audited, vaulted gold. The Utribe website needed a rebrand and refresh to match their premium offering while keeping digital gold saving accessible to everyday people, businesses and institutions.
WebsiteThe Challenge
Utribe's namesake, Ubuntu, "I am because we are" is the philosophy behind their brand. Rooted in African heritage and pride, Utribe needed to visually portray this philosophy while appealing to their global audience. In addition, they needed their product to feel premium while still appealing to non-Web3 users.
Key requirements were as follows:
- The website needed to be mobile-first.
- The website had to explain tokenised gold, proof of reserves and regulated custody without jargon.
- The website had to earn trust fast.
- The website had to make purchasing tokenised gold feel easy.
In addition, they needed a way to represent their blog articles, video content and press releases in a consolidated way to build credibility and relevance.
The Solution
We streamlined the navigation by grouping the content into their main user personas and product "chapters". This allowed us to distill the content down into the most relevant pages and to tackle the brief in order of importance.
We worked in sprints, prioritising the landing page, compliance pages and three user personas. This meant that the website could go live as soon as possible, while the additional pages could be consolidated and developed in stages.
We utilised a consistent design aesthetic, with font hierarchy, brand colours, cards and buttons built as style sheets and components as far as possible. This kept the look and feel consistent across the site, and made it easy for non-developers to edit copy and graphics as needed without breaking the site layout.
Motion graphics, interactive elements and video content was dispersed throughout the landing page to make the user experience immersive. Lazy load and static graphics were used for the mobile breakpoint to lower the data usage for mobile-first users.
We organised their CMS so that all blog articles, video content and press releases were present in one collection. Various data fields were used to filter the content and organise them by featured, impact or topic. To enhance credibility, we included the logos of the companies that have featured Utribe in press releases, interviews and podcasts.
The Design Showcase
Mobile home page: https://utribe.one
About page: https://utribe.one/company/about-us
