Developed a comprehensive design system that clearly expresses brand culture
Fhera Website
Develop an engaging website for Fhera that communicates the company’s value and showcases the technology behind its product
What is Fhera?
A Web3 startup pioneering the largest encrypted database for FHE-powered computations
PART 01
Design Concept
Lunch a landing page to direct to functionalities
Explain Fully Homomorphic Encryption (FHE) technology to both beginner and professional audiences
Explore and provide real-time news updates related to the industrial sector
PART 02
Diving Deeper
Competitive Analysis
I began by conducting a competitive audit of the homepages of several major crypto platforms, focusing on three key competitors: BNB Chain, World, and Robinhood. Each platform serves distinct user groups with different needs and levels of proficiency.
- User expertise
- Engagement
- Conversion
Summary
BNB Chain serves a highly technical audience seeking control, scalability, and infrastructure-level capabilities. While powerful, the platform presents a high learning curve and limited accessibility for novice users.
- User expertise
- Engagement
- Conversion
Summary
World is designed for non-technical and first-time crypto users who value clarity, trust, and purpose. It trades technical depth for approachability, making it effective for mass adoption but less appealing to power users.
- User expertise
- Engagement
- Conversion
Summary
Robinhood targets mainstream investors who want exposure to crypto without deep technical involvement. While highly effective at onboarding and conversion, it offers limited flexibility and control for advanced users.
Key Insights from the Primary Research
After completing the competitive analysis, I consolidated research insights to clearly define the goals for our website.
Strengths
Aspects competitors do well that align with our goals
- Clear product positioning
- Engaging visual storytelling
Opportunities
Potential opportunities that makes the experience better
- Explain FHE functional logic
- Explore news within tech indastry
Potential Threats
Features that are seen in other products nevertheless cause harms
- Decentralization without guidance
- High technical complexity
PART 03
Tailoring to Our Users
Meet Our Users
Fhera serves three main types of users: users with some background in cybersecurity who want to understand FHE encryption technology, new users with no cybersecurity knowledge at all, and enterprises looking to purchase FHE encryption products.
Alex
The Tech Explorer, M, 29
A user with a basic background in cybersecurity who is curious about advanced encryption technologies like FHE. He actively seeks to understand how data can be processed securely. He values clear explanations, real-world use cases, and hands-on demos.
Lily
The Beginner, F, 24
A complete newcomer to cybersecurity with no prior technical knowledge. She is interested in protecting her personal data but finds encryption concepts confusing and intimidating. She prefers simple language, and visual explanations that help her build confidence step by step.
David
The Enterprise Buyer, M, 41
A decision-maker in a mid-to-large enterprise evaluating FHE solutions for secure data processing and compliance. He is focused on business value, and scalability. He looks for clear product positioning, case studies, pricing models, and trust signals before making purchasing decisions.
Distinct Needs from Each Personas
I mapped Fhera’s users on a spectrum between guidance (handholding) and flexibility (control). Users with less technical background require more guidance and clarity to understand FHE concepts, while more advanced or enterprise users prioritize flexibility, customization, and integration capabilities. This insight led us to design differentiated experiences tailored to each user group.
Key Finding and Ideation
Through early research and storyboarding, I identified a key gap in users’ understanding of how FHE works. Users struggled to form a mental model of encrypted data flow, which made the technology feel abstract and inaccessible. To address this, I translated complex encryption logic into a visual, step-by-step experience.
Visual Representation
I introduced a process-driven visual system to represent data transformation — clearly showing how data moves, gets encrypted, processed, and decrypted.
Interaction Flow
I designed a step-by-step flow (upload → encrypt → process → retrieve → decrypt), guiding users through the full lifecycle of encrypted data.
System Framing
I separated the experience into Requesting Party and Service Provider, visually mapping responsibilities and data flow between them.
PART 04
Brand Identity
Brand Logo
Fhera combines FHE and ERA, representing a new chapter in encryption technology. Inspired by the birth of a new era, I explored five logo concepts and ultimately chose an explosion-inspired direction, symbolizing a breakthrough that expands the possibilities of cybersecurity.
Draft
Final
Brand Color
The color system is built around gradient palettes, inspired by the visual qualities of the cosmos and starlight, reflecting a sense of depth, mystery, and technological advancement. We recommend using slightly higher saturation gradients to maintain visual clarity and vibrancy. Lower saturation tends to make the interface feel muted and dull, reducing visual impact.
Brand Font
Brand Banner
PART 05
Design Showcase
Homepage
The homepage is designed to clearly showcase Fhera’s core capabilities, helping users quickly understand how Fully Homomorphic Encryption works and where it can be applied.
Demo Page
The demo page is designed as an interactive experience to help newcomers and users interested in FHE better understand how the technology works. Through a side-by-side framework, users can intuitively explore the encryption and decryption process, gaining a clearer understanding of how data flows and is processed within an FHE system.
Blog Page
The blog page is designed to deliver up-to-date content on Fhera’s product, research, and ecosystem. With search and category filtering, users can easily navigate different types of content, while structured updates help stakeholders and potential investors quickly understand the company’s progress and long-term vision.
PART 06
Results
-50% Learning Barrier
User testing showed that visualizing the FHE process significantly reduced the time needed for users to understand core encryption concepts.
+48% User Engagement
Interactive demos and structured content increased user engagement, with more users exploring Fhera’s features and use cases in depth.
+32% Stakeholder Confidence
Clear communication of product capabilities and technology improved trust and understanding among potential partners and investors.