How I redesigned Ketto’s approach to crowdfunding

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Role : Design Lead

Industry: Crowdfunding

Company: Ketto.org

Duration: 1 month

The Challenge:

Ketto’s old design system was fragmented and lacked cohesion. Over time, as the product evolved and multiple design systems tested, inconsistencies arose.

  1. Lack of a visual strategy

    Three key aspects of an effective design strategy are colour, typography, and visual style. In the existing design system,

    1. Colours lacked distinct meaning and purpose, leading to pages that felt either overly dense or excessively light.
    2. Visual elements were a mix of imagery and illustrations without a unified style, failing to establish a strong and cohesive brand identity.
    3. Typography was limited, offering no scope for creating impactful contrasts or dramatic emphasis.

    inconsistent design.png

  2. Lack of cohesion:

    Common product pages, such as success and payment confirmations, lacked a unified style and structure. The partial implementation of the previous design system resulted in a disjointed user experience across screens. For instance, even the tick mark varied across success screens as illustrated below.

    payment screens.png

  3. Limited Creativity

    The old designs were overly compact, leaving little breathing space and offering minimal room to explain or promote our products. Additionally, when new products were launched, designers had limited opportunities for experimentation. The lack of contrast in colours and fonts further compounded these issues, diminishing the overall visual appeal.

    Old design vs the new

    Old design vs the new

The Approach

I collaborated with: