Properly

BACKGROUND

Please describe your company and position.

I am the Founder of ETV

Describe what your company does in a single sentence.

Ethereum TV is a platform that brings together talks, speakers, and events from across the Ethereum ecosystem in one place. It makes it easy to watch and discover conference talks, follow speakers, and keep up with what's happening across the space, all in a single, well-organized product.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Properly to accomplish?

• Build a complete UI design system with reusable components and design tokens
• Design the core product screens, including the video player, speaker pages, and browsing views
• Establish a visual identity credible to a crypto-native audience
• Take Ethereum TV from a rough concept to a polished, production-ready product
• Raise the design quality to a level that competes with larger, better-funded platforms

SOLUTION

How did you find Properly?

Referral

Why did you select Properly over others?

• Pricing fit our budget
• Referred to me
• Previous clients

How many teammates from Properly were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Properly led the product design for Ethereum TV in Figma, building it up from the ground up. The engagement covered everything from the underlying design system to the individual screens users interact with.

Key deliverables included:

• A complete design system in Figma, with reusable components, UI tokens, and consistent patterns for buttons, cards, and navigation
• Core product screens, including the video player, speaker pages, and the main browsing and discovery views
• A defined visual identity and look and feel tailored to a crypto-native audience Ongoing iteration on layout, navigation, and information hierarchy in close collaboration with me
• Design assets and specs handed off in a build-ready state to support development
• Asia led the project and coordinated the work across her team, keeping the system consistent as the product evolved.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The most measurable outcome was the design system itself becoming the backbone of the product. Once it was in place, new screens could be designed and built noticeably faster because everything drew from a consistent set of components and tokens, which cut down rework and back-and-forth.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Asia ran the project smoothly from start to finish. Deliverables consistently landed when promised, and I never had to chase updates or follow up on missed deadlines.

Communication was clear and responsive throughout. She was also genuinely responsive to my needs. Feedback was turned around quickly, and when I raised changes or new directions, they were incorporated without friction.

What was your primary form of communication with Properly?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed me most was how well Properly understood the Web3 industry and its culture. Designing for a crypto-native audience is its own challenge, and most agencies don't get the nuances of how this ecosystem looks, talks, and expects products to feel. Properly did. They already spoke the language, so I didn't have to explain the context or justify design choices against what works in the space. 

Are there any areas for improvement or something Properly could have done differently?

Honestly, nothing significant stands out. The collaboration has been strong from the start, and the work consistently met the bar I was hoping for.