NovaPay is a concept project for a sellable framer template. The project explores one of the harder design problems in fintech: how do you make a crypto platform feel accessible to everyday users without undermining the credibility that security-conscious users require? I designed the full marketing site and brand identity to communicate NovaPay's core value of buying, storing, swapping, and spending crypto seamlessly, while building the kind of trust that converts skeptical visitors into sign-ups.
Services
Visual Design UI & UX Design
Industries
Crypto, Fin-Tech
Date
2024
My Role
I owned the project end-to-end, from competitive research and brand identity through final Framer build and template productization. The dual goal of creating something portfolio-worthy and something another designer could purchase and customize shaped every decision.
Understanding the Problem
I started by researching how successful crypto and fintech platforms like Coinbase, Cash App, and Revolut approach their marketing sites. A clear pattern emerged: the ones that convert well don't lead with technical capability. They lead with simplicity and safety. Crypto has a perception problem with mainstream users. The technology feels complicated, the risks feel real, and the design of many platforms does nothing to ease either concern.
The competitive gap I was designing into was approachability. Most crypto marketing sites skew toward experienced traders, using jargon-heavy copy and dense feature breakdowns that alienate the broader audience these platforms are trying to reach. NovaPay needed to feel like it was built for everyone.
The Challenges
Trust in a low-trust category: Crypto carries real skepticism, especially among newer users. Security needed to be a first-class design element, not a footnote.
Simplicity without dumbing it down: The platform handles genuinely complex functionality. The site needed to make that feel effortless without being dismissive of users who wanted technical reassurance.
Mobile-first positioning: NovaPay is an app-first product. The website's entire job is to drive app downloads, which meant every layout decision needed to keep that conversion path short and clear.
Designing for reuse: Building it as a template meant the component system needed to be clean and flexible enough for other teams to adapt to their own fintech or crypto product.
Design Process
The brand direction leaned into a light, clean aesthetic with a crisp color palette that reads as modern and approachable without feeling sterile. I paired it with rounded UI elements and friendly typography to soften the technical edge and reinforce the accessibility angle.
Trust signals were built into the structure of the page rather than bolted on as an afterthought. A dedicated security section covers encryption, multi-factor authentication, cold wallet storage, biometric login, and real-time fraud monitoring. It's not buried in a footer or an FAQ but given its own visual weight. For a platform asking users to hand over their financial assets, that section does as much conversion work as the feature highlights.
The hero puts the product UI front and center: floating transaction cards, live portfolio values, and real-time price movement. The visual language of the interface appears before any copy tries to explain it, which does two things simultaneously. It shows the product is real, and it signals that the experience is clean and intuitive.
The "How It Works" section reduces the onboarding process to three steps: download, buy or swap, use anywhere. That simplicity is intentional. It directly counters the perception that getting started with crypto is complicated.
The Framer build was structured with the template buyer in mind. Components, color variables, and text styles are cleanly organized so someone can swap in their own brand without the layout falling apart.
The Solution
Brand identity: Light, clean visual system with a crisp palette, rounded UI elements, and typography that balances technical credibility with approachability.
Trust-first page architecture: Security given dedicated visual prominence alongside features, not treated as supporting content.
Product-led hero: Floating app UI elements in the hero communicate the product experience before any copy needs to.
Conversion-focused structure: Short, clear path from landing to app download with friction removed at every step.
Framer template: Clean, well-structured build with reusable components and style variables packaged for purchase.
Conclusion
NovaPay was a study in designing for trust. The crypto space has genuine perception challenges, and most platforms design around them rather than through them. The approach here was to treat security and simplicity as the same design problem: if the site feels clear, confident, and honest, users are more likely to believe the product is too. Productizing it as a Framer template added a real constraint. The system had to hold up when someone else was building with it.
Outcomes
Published as a commercial Framer template available for purchase
Demonstrates fintech and crypto-specific design thinking around trust, accessibility, and conversion
Showcases mobile-first product marketing design within a high-stakes, credibility-driven category
