Shopify Blockchain was a project that I managed in early 2023. I led the ambiguous, high-impact project from product naming to product launch in just under 10 weeks.

The deliverable was a developer website that spoke to the Blockchain audience yet didn’t play into the typical Web3 visual norms. It had to clearly lay out the product offering and create discussion in the Web3 space.

CREATIVE PROCESS

• Internal Survey
• Research & Product Naming
• Competitive Analysis
• Journey Mapping, Metrics
• Concept Pitch - 3 Directions
• Development Sourcing
• Creative Development
• Implementation
• Results

CREATIVE TEAM

DESIGN MANAGER: TARYN NIESENA

DESIGN: STEPHANIE JOO

CONTENT DESIGN: MEL MAHAERA

DEVELOPMENT: CELSO WHITE

DEVELOPMENT: CAROLYN MCNELLIE

DISCIPLINES

CONCEPT / STORYTELLING / ART DIRECTION / DESIGN MANAGEMENT / BUDGET / TIMELINES / WEB DESIGN / RESPONSIVE DESIGN / ANIMATION / EXTERNAL PARTNERSHIPS 

Visual explorations and creating 3 narrowed down options allowed our team to think outside our initial hunch. It also aligned leadership and brought clarity to our path forward. We presented this work and encouraged our stakeholders to allow us to move ahead with ‘Pixel Future’. We were confident that this concept spoke to the audience, could be built in house. It was also an extension of storytelling from previously developer sites.

Our team took advantage of Shopify Blockchain sitting outside of Shopify Core’s brand. We focused on creating a colour palette and typography that conveyed the message and spoke best to our target audience.

This project was done completely digital, across 5 timezones and throughout the holiday season. It was important to lead with clear, concise and timely feedback. We presented our design during weekly calls and for the wider leadership team we created videos that dug into our reasoning and recommendations. The website launched on February 11, 2023 and received incredible feedback both internally and from the development community.