Designing The Hummingbot Website

Website Design and Communications Strategy
12 Days

Desktop and Mobile
Working files
Presentation Presenting the project results
Collaborative Whiteboard Online whiteboard with design concepts
Prototype Design Prototype screens for the entire flow
Final Report User feedback and goals summary 
Live Website Implementation


This case study refers to a communications strategy refresh of the Hummingbot website. Our goal was to update the user journey for Hummingbot to gain more traction and focus on the project’s community efforts. 

In a separate 12 day design project, we designed the first version of the current website with a focus on the visual design and brand. You can see a write up that project in a Case Study on Medium. We also designed the Hummingbot Miner Application. 


It’s been incredible working with Deep Work. As a small, highly technical team, we found that because Deep Work was able to own all the design, UI/UX, it allowed us to concentrate on where our strengths lie.
Michael Feng

Founder and CEO, Hummingbot


Facilitator and User Research
Andrej Berlin

Visual Designer
Charlie Ellington

Prototype Design
Sergey Skip

User Researcher
Georgia Rakusen

Michael Feng

Founder, Hummingbot

Yvonne Zhang

Co-Founder and CTO, Hummingbot

Yingdan (Mora) Liang

Head of Marketing, Hummingbot

Carlo Las Marias

Co-Founder and COO, Hummingbot

Design Process

Project Goal 

In two year Hummingbot is the definitive open source trading framework: every company is using it for something slightly different

There was expressed interest in using Hummingbot and getting involved with the community, through strategies mainly, and a desire to get started and try it out.

The participants all came from different backgrounds and each had different intents in using something like Hummingbot. In that respect, Hummingbot would be used by a wide spectrum of users for varying purposes, but those users need clearer direction as to how it would benefit each of these users with their particular needs.

Design Challenges

1. Can we get more people to build on top of Hummingbot?

The five participants interviewed for the sprint all had some sort of trading experience and familiarity or experience with crypto-currencies. However, only one self-identified as having any sort of software development experience. All had a familiarity with Open Source Software (OSS) and the were well aware of the community driven benefits OSS has in developing software and supporting it’s growth. With the self-identified software developer there was however firm support for becoming involved in the community, which could likely lead to contributing code and help towards the Hummingbot.

    2. Can we get a community to coalesce around Hummingbot?



    All partipants understood the importance of community to not just Hummingbot, but to software and Open Source Software especially. What that involvement is differs drastically from participant to participant. One in particular mentioned a disdain for community forums in the crypo space and not wanting to get involved in trading conversations. They did mention though that communities are otherwise very important to the development and maintenance of software, in particular around verifying directions and efforts. In regards to strategies, the participants were more clear as to how community plays a role and how they might be more directly involved.

    Most were unsure though where the strategies were, what they looked like and how they’re contributed or how they would be used or commented on. It was mentioned it was thought that this would go likely somewhere in Learning Hub. Most mentioned the leader board Community Contributions (About page) and providing relevance and confidence for becoming a user. All in all, yes, a community coalesce around Hummingbot, but more specific direction is required as to how, where and for whom.

      3. Can we create a pathway for users to migrate upwards?


      All the particpants mentioned a lack of knowing who this is for or what the business model was. Overall though, there was a desire to use the product, despite two of the participants not understanding clearly if it was for them exactly or not. Regardless, there was enthusiasm and a desire to learn more about Hummingbot and to try it.

      This means though that there is significant interest in Hummingbot, a thorough confidence in it’s ability to deliver and be sustainable and wanting to be a part of it. All mentioned a desire to try it out, although it was unclear how they would do so.

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