Decrypt Media
Decrypt Hubs
A content strategy approach using branded website sections.
Decrypt Media
Decrypt Hubs
A content strategy approach using branded website sections.
Decrypt Hubs
Decrypt Media
A content strategy approach using branded website sections.
Decrypt Hubs
Decrypt Media
A content strategy approach using branded website sections.
Overview
Timeline
Mar 2023
Oct 2023
Role
Product Designer / UI
Team
CEO, Editor in Chief, CTO, Head of Product/PM, 3 Developers, Product Designer, Hubs leads
Project type
Web App
Responsibilities
UX
UI
Prototypes
User Flows
Key Stakeholders Alignment
Branding
Wireframes
User Research
Competitor Analysis
Information Architecture
Overview
Timeline
Mar 2023
Oct 2023
Role
Product Designer / UI
Team
CEO, Editor in Chief, CTO, Head of Product/PM, 3 Developers, Product Designer, Hubs leads
Project type
Web App
Responsibilities
UX
UI
Prototypes
User Flows
Key Stakeholders Alignment
Branding
Wireframes
User Research
Competitor Analysis
Information Architecture
Overview
Timeline
Mar 2023
Oct 2023
Role
Product Designer / UI
Team
CEO, Editor in Chief, CTO, Head of Product/PM, 3 Developers, Product Designer, Hubs leads
Project type
Web App
Responsibilities
UX
UI
Prototypes
User Flows
Key Stakeholders Alignment
Branding
Wireframes
User Research
Competitor Analysis
Information Architecture
Overview
Timeline
Mar 2023
Oct 2023
Role
Product Designer / UI
Team
CEO, Editor in Chief, CTO, Head of Product/PM, 3 Developers, Product Designer, Hubs leads
Project type
Web App
Responsibilities
UX
UI
Prototypes
User Flows
Key Stakeholders Alignment
Branding
Wireframes
User Research
Competitor Analysis
Information Architecture
Why did we build this?
Decrypt Hubs was a content strategy approach aimed at boosting user engagement by creating branded thematic content branches.
These Sections or Hubs would have the possibility to organize content and choose content type to resonate better with each audience, thus creating loyalist programs, memberships, giveaways, etc.
Decrypt in Numbers
(at that time)
#3
Crypto News Website
#3
Crypto News Website
#3
Crypto News Website
~4 million
Monthly Unique Visitors
~4 million
Monthly Unique Visitors
#1
USA Main Audience
#1
USA Main Audience
+65%
Native English Speakers
+65%
Native English Speakers
#1
Traffic Source: Educational
#1
Traffic Source: Educational
#3
Crypto News Website
~4 million
Monthly Unique Visitors
#1
USA Main Audience
+65%
Native English Speakers
#1
Traffic Source: Educational
Goals
To develop sections as Decrypt's sub brands
Improve readers / users experience by tailoring content type according to audience
↑ Newsletter Subscriptions
↑ Accounts Creation
↑ Ad & Partnerships Revenue
Get users to mint membership passes for an specific hub
Web3 Wallet collection for future experience improvement according to interests
↑ Boost engagement
Create and boost communities for each Hub
Project Impact & Achievements
252k
NFT Courses Certificates Minted
252k
Crypto News Website
252k
NFT Courses Certificates Minted
37k
Gaming Community NFT Member Passes Minted
37k
Gaming Community NFT Member Passes Minted
37k
Gaming Community NFT Member Passes Minted
+10
Partnerships Unlocked
+10
Partnerships Unlocked
↑
Ad Revenue
↑
Ad Revenue
🖼️
New NFT Art Gallery
🖼️
New NFT Art Gallery
🎰
Degens Membership Program Launched
🎰
Degens Membership Program Launched
5
New Brands Launched
5
New Brands Launched
5 🎨
New Brands Style Guides
5 🎨
New Brands Style Guides
5
New Website Sections by Theme
5
New Website Sections by Theme
252k
NFT Courses Certificates Minted
37k
Gaming Community NFT Member Passes Minted
+10
Partnerships Unlocked
↑
Ad Revenue
🖼️
New NFT Art Gallery
🎰
Degens Membership Program Launched
5
New Brands Launched
5 🎨
New Brands Style Guides
5 🎨
New Brands Style Guides
5
New Website Sections by Theme
Jump to
Jump to
UX
UX
UX
UX
Project Launch
To start the journey the CEO, Editor in Chief and Head of Product decided the content branches we would have. The Editor in Chief assigned from the editorial team a Hub Lead or Hub Lead pair for each project, which would produce and curate the content of their hub.
Inspiration
The brand diversity idea was heavily inspired by Vice and New York Mag. Both media projects have clear branded sections aimed to diverse audiences but maintaining at the same time a cohesive, unifying approach om the UI that would tie them to the parent brand.
Hubs Branding & Strategy
I worked individually with each Hub lead and main stakeholders to define each brand, style and general UX possibilities of each one. We worked together with a part-time visual designer on the creation of the Emerge, Decrypt U and Degen Alley brands. At the same time our Editor in chief, CEO and Head of Product would work with each lead on a clear path for content production, cadence, and amount for each type of content. The resulting Hubs were the following: 1. SCENE: Entertainment & Culture 2. GG: Gaming 3. EMERGE: AI & Latest Tech 4. Decrypt U: Educational Content 5. Degen Alley: Degen & Gambling
Project Launch
To start the journey the CEO, Editor in Chief and Head of Product decided the content branches we would have. The Editor in Chief assigned from the editorial team a Hub Lead or Hub Lead pair for each project, which would produce and curate the content of their hub.
Inspiration
The brand diversity idea was heavily inspired by Vice and New York Mag. Both media projects have clear branded sections aimed to diverse audiences but maintaining at the same time a cohesive, unifying approach om the UI that would tie them to the parent brand.
Hubs Branding & Strategy
I worked individually with each Hub lead and main stakeholders to define each brand, style and general UX possibilities of each one. We worked together with a part-time visual designer on the creation of the Emerge, Decrypt U and Degen Alley brands. At the same time our Editor in chief, CEO and Head of Product would work with each lead on a clear path for content production, cadence, and amount for each type of content. The resulting Hubs were the following: 1. SCENE: Entertainment & Culture 2. GG: Gaming 3. EMERGE: AI & Latest Tech 4. Decrypt U: Educational Content 5. Degen Alley: Degen & Gambling
Project Launch
To start the journey the CEO, Editor in Chief and Head of Product decided the content branches we would have. The Editor in Chief assigned from the editorial team a Hub Lead or Hub Lead pair for each project, which would produce and curate the content of their hub.
Inspiration
The brand diversity idea was heavily inspired by Vice and New York Mag. Both media projects have clear branded sections aimed to diverse audiences but maintaining at the same time a cohesive, unifying approach om the UI that would tie them to the parent brand.
Hubs Branding & Strategy
I worked individually with each Hub lead and main stakeholders to define each brand, style and general UX possibilities of each one. We worked together with a part-time visual designer on the creation of the Emerge, Decrypt U and Degen Alley brands. At the same time our Editor in chief, CEO and Head of Product would work with each lead on a clear path for content production, cadence, and amount for each type of content. The resulting Hubs were the following: 1. SCENE: Entertainment & Culture 2. GG: Gaming 3. EMERGE: AI & Latest Tech 4. Decrypt U: Educational Content 5. Degen Alley: Degen & Gambling
Project Launch
To start the journey the CEO, Editor in Chief and Head of Product decided the content branches we would have. The Editor in Chief assigned from the editorial team a Hub Lead or Hub Lead pair for each project, which would produce and curate the content of their hub.
Inspiration
The brand diversity idea was heavily inspired by Vice and New York Mag. Both media projects have clear branded sections aimed to diverse audiences but maintaining at the same time a cohesive, unifying approach om the UI that would tie them to the parent brand.
Hubs Branding & Strategy
I worked individually with each Hub lead and main stakeholders to define each brand, style and general UX possibilities of each one. We worked together with a part-time visual designer on the creation of the Emerge, Decrypt U and Degen Alley brands. At the same time our Editor in chief, CEO and Head of Product would work with each lead on a clear path for content production, cadence, and amount for each type of content. The resulting Hubs were the following: 1. SCENE: Entertainment & Culture 2. GG: Gaming 3. EMERGE: AI & Latest Tech 4. Decrypt U: Educational Content 5. Degen Alley: Degen & Gambling
Individual Hub Navigation
One of the challenges to address was on how to maintain a Navigation for each Hub that would: 1. Make it clear where you are on Decrypt's website 2. Give quick access to the current Hub's sections links 3. Give quick access to Decrypt's Menu or go back to Decrypt main page
Top Menu Pattern
We kept a Top Menu like in Decrypt's regular content environment with the logo of the current Hub in the middle and quick access icons for easy navigation within the hub. A Decrypt logo is placed on the top left of the screen along with a Hamburger menu to keep access to the website's full Navigation options.
Bottom Navigation on Mobile
For each hub, we kept the bottom menu navigation pattern to keep it consistent with the rest of the website. It would provide easy access to most relevant links from each hub.
Individual Hub Navigation
One of the challenges to address was on how to maintain a Navigation for each Hub that would: 1. Make it clear where you are on Decrypt's website 2. Give quick access to the current Hub's sections links 3. Give quick access to Decrypt's Menu or go back to Decrypt main page
Top Menu Pattern
We kept a Top Menu like in Decrypt's regular content environment with the logo of the current Hub in the middle and quick access icons for easy navigation within the hub. A Decrypt logo is placed on the top left of the screen along with a Hamburger menu to keep access to the website's full Navigation options.
Bottom Navigation on Mobile
For each hub, we kept the bottom menu navigation pattern to keep it consistent with the rest of the website. It would provide easy access to most relevant links from each hub.
Individual Hub Navigation
One of the challenges to address was on how to maintain a Navigation for each Hub that would: 1. Make it clear where you are on Decrypt's website 2. Give quick access to the current Hub's sections links 3. Give quick access to Decrypt's Menu or go back to Decrypt main page
Top Menu Pattern
We kept a Top Menu like in Decrypt's regular content environment with the logo of the current Hub in the middle and quick access icons for easy navigation within the hub. A Decrypt logo is placed on the top left of the screen along with a Hamburger menu to keep access to the website's full Navigation options.
Bottom Navigation on Mobile
For each hub, we kept the bottom menu navigation pattern to keep it consistent with the rest of the website. It would provide easy access to most relevant links from each hub.
Individual Hub Navigation
One of the challenges to address was on how to maintain a Navigation for each Hub that would: 1. Make it clear where you are on Decrypt's website 2. Give quick access to the current Hub's sections links 3. Give quick access to Decrypt's Menu or go back to Decrypt main page
Top Menu Pattern
We kept a Top Menu like in Decrypt's regular content environment with the logo of the current Hub in the middle and quick access icons for easy navigation within the hub. A Decrypt logo is placed on the top left of the screen along with a Hamburger menu to keep access to the website's full Navigation options.
Bottom Navigation on Mobile
For each hub, we kept the bottom menu navigation pattern to keep it consistent with the rest of the website. It would provide easy access to most relevant links from each hub.
SCENE
The Culture Hub
Homepage
The homepage keeps the 3 columns approach in the hero section with the difference that on scroll down, only the lateral columns will scroll till reaching their bottom which will then allow the scroll of the rest of the page.
SCENE
The Culture Hub
Homepage
The homepage keeps the 3 columns approach in the hero section with the difference that on scroll down, only the lateral columns will scroll till reaching their bottom which will then allow the scroll of the rest of the page.
SCENE
The Culture Hub
Homepage
The homepage keeps the 3 columns approach in the hero section with the difference that on scroll down, only the lateral columns will scroll till reaching their bottom which will then allow the scroll of the rest of the page.
SCENE
The Culture Hub
Homepage
The homepage keeps the 3 columns approach in the hero section with the difference that on scroll down, only the lateral columns will scroll till reaching their bottom which will then allow the scroll of the rest of the page.
Digital Art Gallery
The Culture Hub holds a Digital Art Gallery, for easily promoting NFTs or NFT collections was created with the initial purpose of: 1. Promote work from Decrypt partners as part of certain deals 2. Promote NFTs that are trending and linking to Decrypt content for traffic increase 3. Sponsored NFTs 4. Art from Decrypt Audience that could be selected by our team, boosting engagement.
The Promotional widget
The purpose for this was to have a versatile artifact where we could push a specific NFT Collection or Art pieces besides the Art Gallery. Besides the main goal, it could be used for boosting any Decrypt initiative that needed exposure. If the artifact proved effective on SCENE, then a similar pattern could be used in the rest of the website.
Digital Art Gallery
The Culture Hub holds a Digital Art Gallery, for easily promoting NFTs or NFT collections was created with the initial purpose of: 1. Promote work from Decrypt partners as part of certain deals 2. Promote NFTs that are trending and linking to Decrypt content for traffic increase 3. Sponsored NFTs 4. Art from Decrypt Audience that could be selected by our team, boosting engagement.
The Promotional widget
The purpose for this was to have a versatile artifact where we could push a specific NFT Collection or Art pieces besides the Art Gallery. Besides the main goal, it could be used for boosting any Decrypt initiative that needed exposure. If the artifact proved effective on SCENE, then a similar pattern could be used in the rest of the website.
Digital Art Gallery
The Culture Hub holds a Digital Art Gallery, for easily promoting NFTs or NFT collections was created with the initial purpose of: 1. Promote work from Decrypt partners as part of certain deals 2. Promote NFTs that are trending and linking to Decrypt content for traffic increase 3. Sponsored NFTs 4. Art from Decrypt Audience that could be selected by our team, boosting engagement.
The Promotional widget
The purpose for this was to have a versatile artifact where we could push a specific NFT Collection or Art pieces besides the Art Gallery. Besides the main goal, it could be used for boosting any Decrypt initiative that needed exposure. If the artifact proved effective on SCENE, then a similar pattern could be used in the rest of the website.
Digital Art Gallery
The Culture Hub holds a Digital Art Gallery, for easily promoting NFTs or NFT collections was created with the initial purpose of: 1. Promote work from Decrypt partners as part of certain deals 2. Promote NFTs that are trending and linking to Decrypt content for traffic increase 3. Sponsored NFTs 4. Art from Decrypt Audience that could be selected by our team, boosting engagement.
The Promotional widget
The purpose for this was to have a versatile artifact where we could push a specific NFT Collection or Art pieces besides the Art Gallery. Besides the main goal, it could be used for boosting any Decrypt initiative that needed exposure. If the artifact proved effective on SCENE, then a similar pattern could be used in the rest of the website.
GG
The Gaming Hub
It Started with a Newsletter
Before launching a full Hub and to validate the interest of our audience in the web3 gaming topic, our VP of revenue and myself came up with a web3 gaming newsletter setting a base content structure and basic design style to see if it would gain traction. It proved successful quickly escalating to tens of thousands of subscribers in a few months. That was the first green light for the hub before even asgning a Hub Lead.
Web3 Gaming & Future Expansion
A Hub specialized in web3 gaming. That in time would expand to non web3 gaming too, as we believe in the future those boundaries will be quite blurred. The website would rely on a lot of video content with Twitch streaming, gaming reviews often live.
Brand Exploration
After the Hub lead was designated I worked with her, VP of Revenue and Head of Product on iterations for the new brand and styles. I came with dozens of style solutions from which one was picked by the Hub Lead. The again at least 10 options for color palettes from which we chose one we were happy with and got approval from Head of Product and CEO.
GG
The Gaming Hub
It Started with a Newsletter
Before launching a full Hub and to validate the interest of our audience in the web3 gaming topic, our VP of revenue and myself came up with a web3 gaming newsletter setting a base content structure and basic design style to see if it would gain traction. It proved successful quickly escalating to tens of thousands of subscribers in a few months. That was the first green light for the hub before even asgning a Hub Lead.
Web3 Gaming & Future Expansion
A Hub specialized in web3 gaming. That in time would expand to non web3 gaming too, as we believe in the future those boundaries will be quite blurred. The website would rely on a lot of video content with Twitch streaming, gaming reviews often live.
Brand Exploration
After the Hub lead was designated I worked with her, VP of Revenue and Head of Product on iterations for the new brand and styles. I came with dozens of style solutions from which one was picked by the Hub Lead. The again at least 10 options for color palettes from which we chose one we were happy with and got approval from Head of Product and CEO.
GG
The Gaming Hub
It Started with a Newsletter
Before launching a full Hub and to validate the interest of our audience in the web3 gaming topic, our VP of revenue and myself came up with a web3 gaming newsletter setting a base content structure and basic design style to see if it would gain traction. It proved successful quickly escalating to tens of thousands of subscribers in a few months. That was the first green light for the hub before even asgning a Hub Lead.
Web3 Gaming & Future Expansion
A Hub specialized in web3 gaming. That in time would expand to non web3 gaming too, as we believe in the future those boundaries will be quite blurred. The website would rely on a lot of video content with Twitch streaming, gaming reviews often live.
Brand Exploration
After the Hub lead was designated I worked with her, VP of Revenue and Head of Product on iterations for the new brand and styles. I came with dozens of style solutions from which one was picked by the Hub Lead. The again at least 10 options for color palettes from which we chose one we were happy with and got approval from Head of Product and CEO.
GG
The Gaming Hub
It Started with a Newsletter
Before launching a full Hub and to validate the interest of our audience in the web3 gaming topic, our VP of revenue and myself came up with a web3 gaming newsletter setting a base content structure and basic design style to see if it would gain traction. It proved successful quickly escalating to tens of thousands of subscribers in a few months. That was the first green light for the hub before even asgning a Hub Lead.
Web3 Gaming & Future Expansion
A Hub specialized in web3 gaming. That in time would expand to non web3 gaming too, as we believe in the future those boundaries will be quite blurred. The website would rely on a lot of video content with Twitch streaming, gaming reviews often live.
Brand Exploration
After the Hub lead was designated I worked with her, VP of Revenue and Head of Product on iterations for the new brand and styles. I came with dozens of style solutions from which one was picked by the Hub Lead. The again at least 10 options for color palettes from which we chose one we were happy with and got approval from Head of Product and CEO.
Decrypt U
The Educational Hub
Decrypt U is Decrypt´s Educational Hub. It grew from a simple Explainer articles to a full Educational product in less than a year. You can find the full Case Study in my Projects page.
Decrypt U
The Educational Hub
Decrypt U is Decrypt´s Educational Hub. It grew from a simple Explainer articles to a full Educational product in less than a year. You can find the full Case Study in my Projects page.
Decrypt U
The Educational Hub
Decrypt U is Decrypt´s Educational Hub. It grew from a simple Explainer articles to a full Educational product in less than a year. You can find the full Case Study in my Projects page.
Decrypt U
The Educational Hub
Decrypt U is Decrypt´s Educational Hub. It grew from a simple Explainer articles to a full Educational product in less than a year. You can find the full Case Study in my Projects page.
EMERGE
The AI & Tech Hub
Validating Interest with an AI Newsletter
Before launching the full Hub, we tested the waters with a Newsletter. Newsletter articles would be generated by an AI model that we called GEN. Gen had a personal writing style and the content would be slightly curated by humans before release. I crated the brand and style for the newsletter. I also co created with AI a “realistic” character who later we turned into a 2D doodle with designer Diego Bonilla. We would both create every week illustrations of GEN for the Articles in the Newsletter.
Brand Exploration
We worked on this brand along with designer Diego Bonilla. And I’d have multiple iteration sessions with the Hub Lead and the Head of Marketing until getting to the final version.
EMERGE
The AI & Tech Hub
Validating Interest with an AI Newsletter
Before launching the full Hub, we tested the waters with a Newsletter. Newsletter articles would be generated by an AI model that we called GEN. Gen had a personal writing style and the content would be slightly curated by humans before release. I crated the brand and style for the newsletter. I also co created with AI a “realistic” character who later we turned into a 2D doodle with designer Diego Bonilla. We would both create every week illustrations of GEN for the Articles in the Newsletter.
Brand Exploration
We worked on this brand along with designer Diego Bonilla. And I’d have multiple iteration sessions with the Hub Lead and the Head of Marketing until getting to the final version.
EMERGE
The AI & Tech Hub
Validating Interest with an AI Newsletter
Before launching the full Hub, we tested the waters with a Newsletter. Newsletter articles would be generated by an AI model that we called GEN. Gen had a personal writing style and the content would be slightly curated by humans before release. I crated the brand and style for the newsletter. I also co created with AI a “realistic” character who later we turned into a 2D doodle with designer Diego Bonilla. We would both create every week illustrations of GEN for the Articles in the Newsletter.
Brand Exploration
We worked on this brand along with designer Diego Bonilla. And I’d have multiple iteration sessions with the Hub Lead and the Head of Marketing until getting to the final version.
EMERGE
The AI & Tech Hub
Validating Interest with an AI Newsletter
Before launching the full Hub, we tested the waters with a Newsletter. Newsletter articles would be generated by an AI model that we called GEN. Gen had a personal writing style and the content would be slightly curated by humans before release. I crated the brand and style for the newsletter. I also co created with AI a “realistic” character who later we turned into a 2D doodle with designer Diego Bonilla. We would both create every week illustrations of GEN for the Articles in the Newsletter.
Brand Exploration
We worked on this brand along with designer Diego Bonilla. And I’d have multiple iteration sessions with the Hub Lead and the Head of Marketing until getting to the final version.
