Properly

BACKGROUND

Introduce your business and what you do there.

Moto is a membership and credit card service for modern wealth. I’m the CEO.

OPPORTUNITY / CHALLENGE

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

We initially hired Properly to build our brand book and website design.

SOLUTION

What was the scope of their involvement?

Properly has evolved to handle our ads, website, and app design. The team has also done an updated brand, website, and app. Properly has designed our website and built it using Webflow.

What is the team composition?

We work with 2–5 teammates from Properly.

How did you come to work with Properly?

We found Properly through an online search. We chose them because their pricing fit our budget, they offered good value for the cost, their company values aligned with ours, and they had the best design we saw.

What is the status of this engagement?

We started working with Properly in August 2025, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen website sign-ups, positive feedback, and increased user retention. We’ve had over 95% retention over a five-month beta test. Subjectively, a lot of people have reached out to us about our design. We’ve gone from around 300 sign-ups on our old website to over 9,000 on our new website. We’ve also received positive feedback on how we look different from everything else and how beautiful our website, card design, and logo are.

How did Properly perform from a project management standpoint?

We communicate with Properly through virtual meetings, emails, and messaging apps. They can improve a bit with time delivery, but they do quality work.

What did you find most impressive about them?

Properly is actually creative and capable. They’re not ego-driven, so they take the time to deliver exactly what we want, but even better than we could have imagined.

Are there any areas they could improve?

They can improve their time and expectation management, but they’ve also gotten way better over time.

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.