Tezos Redesign

About

Tezos needed to transform a fragmented digital ecosystem into a cohesive experience. The platform had grown organically across 25+ web properties serving vastly different audiences—from blockchain developers to enterprise technology directors evaluating Tezos for corporate adoption. Leadership lacked stakeholder clarity and needed a strategic framework to prioritize development.

I led discovery and strategy, conducting 20+ stakeholder interviews that revealed 8 distinct personas with unique needs and evaluation criteria. Through ecosystem mapping and competitive analysis, I developed a segmentation strategy organizing these personas into two primary tracks—Developer and Adopter—each with shared expectations and distinct journey needs.

The strategy addressed critical pain points: unclear value proposition, missing trust signals (case studies, testimonials, partnerships), hard-to-find documentation, and fragmented navigation. I designed a multi-tier information architecture serving each audience appropriately while maintaining ecosystem coherence. The Enterprise Tech Director persona proved particularly valuable—mapping how organizations assess and adopt new technology platforms, with direct parallels to B2B onboarding in financial services.

My Role: Lead UX Designer & Researcher — discovery, stakeholder interviews, persona development, competitive analysis, information architecture, wireframing
Deliverables: 8 personas • Journey maps • Ecosystem model • Navigation system • Page wireframes
Client: Tezos | Consultancy: TEOSANTOS | Year: 2020–2021