Hey 👋🏻 I'm Harry. My work:
Reshaped a multi-product site around user needs
for Gitcoin
Project info
For Gitcoin
Year 2023-2024
Role Web Lead
UX, UI, Webflow Development, Information Architecture
Overview
Rebuilding the website to reach three distinct audiences with a scalable system
This project followed our comprehensive brand refresh, bringing the new visual identity to life on the web. Gitcoin needed a website that could market their product range to builders seeking funding, enterprise funders, and individual donors—each with different goals and entry points.
As Web Lead, I designed and built the complete site in Webflow, creating a solution-led architecture that spoke to users in their own language rather than assuming familiarity with product names. I rebuilt the site using Client-First framework and Relume's component library, empowering the marketing team to manage content independently and ship changes faster.
Key outcomes
- Solution-led architecture replacing product-name navigation
- Client-First framework enabling team independence
- Core pages launched in 3-4 weeks
- Marketing team able to ship changes without technical support
- Notion-based workflow for content management
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Problem
Product-led architecture assumed too much user knowledge
The previous site organized navigation around product names, assuming visitors already knew what "Gitcoin Grants" or "Gitcoin Passport" meant. For new visitors, this created confusion and friction.
Custom component system created team bottleneck
The site used a custom component system I'd built from scratch. While this worked great in the early days when I was the only person editing the site, it had become a bottleneck. The team couldn't ship changes without me, which limited our ability to move quickly and prevented me from focusing on more strategic initiatives.
Three distinct audiences with different needs and goals
Builders looking for funding: Goal was to get them to set up a project and apply for grants.
Enterprise funders distributing capital: Goal was to connect them with our sales team for custom solutions.
Individual donors supporting projects: Goal was to direct them to active funding rounds or our main product.
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Site architecture organized around user needs rather than product names
Solution-focused navigation helping users find what they need
Mobile navigation with smooth interaction patterns
Solution
Solution-led architecture organized around user needs
I reorganized the site architecture around user needs and goals rather than internal product divisions. Instead of dropdown menus labeled with product names, navigation focused on what users were trying to accomplish.
Platform overview page explaining how Gitcoin works for different user types
Team-friendly system built on Client-First and Relume
To reduce the reliance on me and empower the marketing team, I adopted the Client-First framework as a structural base and integrated Relume's component library. Client-First provided excellent documentation that made it easy for non-technical team members to understand how to build and update pages.
I also created a Notion-based workflow that let the team draft and organize content in familiar tools, then sync updates directly to Webflow without needing developer intervention.
Notion-based content workflow enabling non-technical team members to manage pages
"Build more. Apply less." — Builder landing page focused on reducing grant application friction
Grants manager page targeting enterprise funders with custom solutions
Targeted landing pages for each audience type
Each audience got a tailored entry point that spoke to their specific needs, with clear calls-to-action matched to their goals. The homepage led with credibility markers like $4m+ raised and 15+ funding rounds.
Benefit card highlighting transparent review processes with AI-powered assessment
Quadratic funding benefits amplifying small donations into substantial funding
Access to major Web3 ecosystems actively funding innovative builders
Building on-chain reputation to stand out to reviewers and ecosystem partners
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Results
Launched in 3-4 weeks with ongoing team independence
The new site launched with core pages in 3-4 weeks, and the team continued adding new pages independently over the following months. The adoption of Client-First and Relume meant that marketing team members could confidently build and update content without technical support.
Team could ship changes faster with better documentation
The framework-based approach with excellent documentation removed me as a bottleneck, allowing the team to move faster and freeing me to focus on more strategic initiatives.
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"Strategic thinking, brand design, all the little details. I love calling on Harry as a thinking partner - this is a key strength."
Jonathan Miller, Prev. Head of Marketing @ Gitcoin
