Grayscale Investments
Overview
When I joined Grayscale Investments, I was tasked with leading a full rebuild of the company’s website on a new tech stack. This entailed migrating from a third-party Optimizely setup to a Vercel/Sanity environment built in-house. The project had a tight deadline to avoid renewing costly vendor contracts, so I focused on streamlining the experience while preserving Grayscale’s visual identity.
Below are before-and-after examples showcasing some of the improvements. You can also explore the live site here.
Home Page
Home Page | Before
Lots of form over function here, this page saw a massive drop-off in traffic before users even reached the first section following the scrolling animation.
Home Page | After
The goal here was to create a concise home page that provided users with bite-sized pieces of what the rest of the site had to offer. Leveraging cards and horizontal carousels, we were able to maximize the real estate on this page without requiring users to scroll endlessly.
Resources Page
Resources Page | Before
This page did not support any form of filtering or search, meaning users had to scroll tirelessly through rows of cards to find the resources they needed.
Resources Page | After
Adding tabs and a search function to this page increased usability tremendously. We also added pagination to the results, allowing users to choose if they want to explore a specific product’s resources in more depth. If not, they can quickly scroll past.
About Page
About Page | Before
About Us, Leadership Team, and Press were split out into three separate pages. This made the experience a bit more convoluted to navigate, and added friction to discovering everything about the company. The Careers section was buried down on the About Us page, for example, with no indication that it lived there.
About Page | After
The three pages were all consolidated into one, however the different tabs each retained their own URL paths. This allowed for deep linking & optimal SEO, while keeping all of the content easily navigable within one central hub. Also added modals for the Leadership Team section, to provide users additional information.
CMS
In addition to the front-end changes, I designed and implemented a new Sanity CMS experience from the ground up, drawing on my years of hands-on CMS use at Fox. My goal was to create something intuitive, streamlined, and easy to navigate, with the kind of clarity I always wished for as an end user.
After launch, I trained several internal teams on how to use the new system. The response was overwhelmingly positive! Many described it as far easier to use than Optimizely, with a much smoother publishing workflow.
Component Library
As part of the rebuild, I helped design and ship a reusable MUI component library, built with scalability in mind so it could be shared across Grayscale’s various web properties. The goal was to establish consistency, reduce duplicate effort, and speed up future development across teams.
We documented the library in Storybook, giving internal stakeholders a centralized place to view, test, and interact with each component in isolation. This not only streamlined collaboration between design and engineering, but also made it easier for other teams to adopt the system moving forward.
Projects
