Quix Case Study

Starting from Scratch

text stating "we are a community. We are music. We are NFT. We are artists. We are crypto. We are up to date. We are creators. We are service. We are here.

I joined Quix (at the time, Fanbase) as its first designer in early 2021. There were 5 of us who worked in the company at the time. We were all working remote, plunging into the world of crypto, some of us with little knowledge of what that consisted of (myself included). But we were passionate.

Our brand had a vague idea of a mission, and a lot of research and experimentation that gave us plenty of room to build. The business chose to focus on analyzing existing cryptocurrency platforms and creating a platform accessible for all users, not just crypto-fanatics.

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december 2021

The transition from Fanbase to Quix was a sudden one. We quickly teamed up to discuss priorities and business plan. I executed a quick user research and competitor analysis. Created a landing page for users to understand what we’re all about . We listed out NFT’s and pushed go.

screenshot of first landing page for Quixotic

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february 2022

The beta launch went great but we quickly faced our next problem: How do we get users to switch from Layer 1 to Layer 2? We had an idea of who were buying NFT’s but we didn’t truly understand the why behind it. We assumed we had some early adopters and crypto enthusiasts in the mix but knew that we couldn’t rely on that audience forever. We didn’t want Quix to be all about low gas costs and cool NFT’s but about creating a community and introducing Layer 2 to crypto-enthusiasts and crypto-curious. How do we do that?

This is where the work began. We talked with users, hosted group conservations on Discord, collected surveys, and refined our message until we felt like we knew who we were and who we were talking to.

Three comments from people of Discord about what they would like to see within the Quixotic website

quix's full website

We packed up that info, explored lots of design directions, revamped our site, and in the spring of 2022 launched our website that truly sought to position Quix as a solution to the Layer 1 vs Layer 2 dilema.

This site used the homepage for storytelling about the “What is Layer 2?” and then introduced resources for crypto-curious users. I led all of the design work and collaborated with Quix’s founders Daniel Stratton and Mark Dawson with the designs to build the pages and launch everything on time.

screenshot of users notifications settings page

screenshot of fonts, grid systems, colors, and Icons

screenshot of buttons used within the website

here comes the bridge (and growth)

Right after this moment, things changed at Quix. Almost overnight, our company’s followers tripled, and it was an incredibly thrilling time for all of us. We all became hyper-focused on numbers, growth, and conversion rates, and used data to inform decision making. We all felt the pressure to succeed and expand our brand to reach a larger audience.

We were confident that this launch would bring a huge amount of growth, but we needed a user experience that was working like a well-oiled machine to get us there. So, we put all our efforts into developing a simple and intuitive way for users to navigate and use the bridge.

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december 2022

After teasing our awesome users for months, the wait was finally over! We were super stoked to announce that Quix had finally launched an incredible bridge between Layer 1 and Layer 2. And it did not disappoint. In less than a month since the launch, we witnessed over 5000 bridges created. This overwhelming response from the community had us ecstatic! We were incredibly grateful for the support and could not wait to see how these bridges would revolutionize the NFT space.

screenshot of Quix's progress once bridge was launched through Dune dahsboards

new name, who's this?

I had the amazing opportunity to be a part of the rebranding process where we transitioned our name from Quixotic to Quix. We felt that this change captured the essence of our company's adventurous and innovative spirit. Quix was now perfectly positioned to captivate and resonate with our target audience.

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