Yieldstreet Design System
A Bold New Yieldstreet
Details
In early 2019, Yieldstreet was growing and on the cusp of closing a Series B. The product had some traction, but the design system was incredibly disjointed. Components weren’t consistent and the story and value prop didn’t feel solid at the top of funnel. There were significant pain points across the user journey (creating drop off) and many users felt confused and disoriented about what Yieldstreet was actually offering.
Solution
We held company wide discovery sessions with key leaders and employees to see how best to push forward where the product, brand and organization as a whole could grow in tandem together.
Key findings showed that we needed to work on alignment across the entire Yieldstreet universe. Everything from overall strategy, to education about the product, to a design system and revamp of some key moments in the user journey needed an overhaul.
Redesigned + Reimagined Web App of the Product Experience
The Accomplishments
I recruited and led a team of 7 designers with skills across product, ui ux, motion, and branding to develop the system through B2C and B2C facets.
We mapped out key buyer and user personas, with thorough user journeys including documentation of key pain points.
We also partnered with world-renown branding agency Wolff Olins to help create a design skeleton that was rooted in strategy from the inside out.
The internal design team built out the design system into a complete UI kit for our mobile and web app experiences. This included a consistent color palette, type stack, inputs and outputs so that the experience could now come across as thoughtful through every touch point.
With this new revamp, we were able to rearchitect the building blocks of the entire system with the engineering team, so that as the experience grew and changed as systems do (when product is evolving), it would be easy to update across the experience.
“We really have to push ourselves to speak differently, look differently and to stand out.”
— Yieldstreet Stakeholder
Web App with all new components
300 Park Avenue
At the same time we were updating our design system and brand, we were moving into a new space. With that came fabrics, furnishings and color.
The brand needed to be consistent so we worked closely with the Interior Design firm in providing art direction and picking out items that would work with our new visual system.
We worked with talented artist, Eric Friedensohn in painting a fresh new mural in our office to inspire all the employees.
The Entry Point
The marketing site also needed to be completely redone, from site architecture to brand strategy to every single one of its components as well.
It was re-written and designed and updated for a major launch. Now it was more clear what the value prop was and what a consumer was getting.
The Marketing Site - Entry Point
