EqtyLabs - Cryptocurrency and Funding & UI UX Design

Cryptocurrency Rebrand

• Eqty Labs’ initial idea was to make venture investing as transparent and direct as crypto itself. The team envisioned a platform where startups could raise capital straight in cryptocurrency, while venture funds could invest in crypto and track every movement of money on the blockchain.

• Funds Are Always In Sight

  Instead of relying on reports and spreadsheets, investors would see exactly where funds were allocated, which expenses were made, and what share of their investment each decision represented. On top of that, the product would let investors build diversified portfolios by bundling multiple startups into a single investable package.

Designing UX Logic

• Over a 1–2 month engagement, we defined the product architecture and designed the end-to-end UX for the platform - mapping the core logic, key user flows, and all major interactions. We translated real-world venture fund operations and RWA (Real-World Assets) principles into a crypto-native experience, ensuring concepts like fund structure, allocation, expense tracking, and portfolio building were clear and usable in a blockchain context.

Design Decisions

• The team included designers with a game development background, which significantly shaped the final outcome and helped us apply proven gamification patterns.
  
  We introduced playful UI elements - designing achievements as shield-style badges with distinct colors and visual accents so the interface felt dynamic, avoided looking flat, and created a stronger emotional response for users.

• Startups vs Investors vs Admins

  Startups need a fundraising dashboard optimized for conversion and speed, with clear onboarding, campaign setup, and transparent status of incoming commitments.
  
  Investors need an interface that simplifies complex decisions into scannable information architecture—risk signals, allocation breakdowns, and blockchain-backed transparency—while keeping transactions safe and frictionless.
  
  Administrators sit between both sides, so the UX must support negotiation and compliance workflows (review, approvals, messaging, document handling) without adding unnecessary steps, requiring careful role-based navigation, permissions, and UI states to keep the system clear, consistent, and reliable.