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Binance, the world's largest cryptocurrency exchange, approached Turtle to help design Binance.US, their US-based platform. Their goal was to create a distinct US product while still tying into the global brand. The key areas we partnered on were Brand Direction, Design Systems and new product features.
We knew that it would be a challenge to develop a visual design language that felt unique but familiar. We would need to understand and get buy-in from stakeholders on the International and US side to ensure that we were striking taking the best of t
Binance was already existing issues with lack of governance and having no clear source of truth for design standards. This often left teams siloed and needing to build their own designs without the reference of a design system. To create a new design system, we would need to understand the practical pain points that the teams were experiencing day-to-day.
It was important for us to test the new visual design language and design system before handing it off. To do this, we built in a phase for our team to design new features for their DeFi product using the new systems. This would ensure that everything worked in practice ... and allowed us to work together on new features that pushed the product forward.
Our team collaborated with stakeholders to develop a visual design language that would resonate with Binance international while being distinct for the North American market. We went through multiple iterations, progressing from stylescapes to UI concepts and then to final designs.
We started by conducting comprehensive interviews and workshops with various teams within Binance. We engaged with top stakeholders, including the CTO, Head of Product, Head of Design, and Marketing Directors, to define a clear strategic vision. These efforts allowed us to gain a deep understanding of the challenges faced and the goals for the new design system. From here we developed a new design system for Binance. We created a governance document and framework to codify communication, enforce consistency, and govern changes and contributions. We also built a tokenized Figma library to act as a source of truth and act as a workflow bridge between design and development.
This is where the rubber hit the road. Our team used the Design System that we created to built out a handful of new features for the DeFi Platform. We were able to demonstrate how the system could be used to promote efficiency and consistency. This approach gave us, and Binance, a lot of confidence that we had created something that would scale with their organization.
Over a six-month period, Turtle’s efforts produced significant outcomes for Binance:
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