Properly

Properly was hired by Ethereum TV, a platform facilitating discovery of talks, events and speakers from the Ethereum ecosystem, to create a comprehensive UI design system. The objective was to elevate Ethereum TV from a budding concept to a refined, production-ready product with a design quality on par with bigger, well-funded platforms. Properly was required to design core product screens, establish a visual identity relatable to the crypto audience, and to reuse components and design tokens.

Properly was selected due to budget compatibility and positive referrals. Their team of 2-5 members led the product design development in Figma, starting from scratch. They were tasked with creating everything ranging from an underlying design system to the individual user interaction screens. Core product screens, a complete design system with reusable components, UI tokens and consistent element patterns were the key deliverables for the project.

Upon completion, the project yielded a cohesive design system, finer product screens and a well-defined visual identity for a crypto-native audience. Several iterations took place in order to refine layout, navigation, and information hierarchy to support development. The design assets and specifications were handed off in a state ready for building, and were commended for maintaining consistency as the product evolved.