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Designing a Monster

Design | 31 May, 2018

Mindzilla is a revolutionary knowledge network powered by A.I. and Blockchain technology. It’s set to radically change the face of research funding via an innovative token system that essentially creates a new economy based on the value of ideas.

It acts as a central 'brain' for knowledge and information. For a researcher or student, this means forget hours, days or weeks finding, reading and organising information, as Mindzilla does this all for you and provides the most relevant and useful content… in just minutes.

I’ve been busy working on the design, branding, communications and audience strategy for Mindzilla.com and am proud to be part of the team behind it.

Here's a glimpse into the creative production of the main website illustration...

and logo...


Mindzilla also has 4 main design principles that underpin all decisions. Here they are.


#1 Wear the customer’s shoes

Always start from the customer perspective by tapping into the way they think and act. Make it easy for people to connect the dots between the technology and their own situations, almost as if Mindzilla has been created for them.

Enable people to feel emotional involved in what they can achieve. Don’t dwell on existing negatives, instead reframe them as new opportunities that rouse positive feelings.

When new ideas and developments arise, these should be run through a customer-centric filter, no matter how exciting they seem internally. We must always answer the question “so what?” to uncover what really drives customer desire.

Our thinking should not sit still but constantly grow and adapt as the technical landscape evolves and people’s needs change.

Short version: Put user interests first. Their needs and desires are the barometer against which we measure design decisions.


#2 Live and breathe simplicity

Mindzilla makes lives simpler, we must ‘walk the talk’ to reinforce this in everything we do. A clean and simple design sets first impressions and primes the right expectations of the Mindzilla experience.

Simplicity of design enables compelling messages to be readily understood at first glance. Contrasting colours and bold elements draw attention to the points that matter most.

White space ensures there is no clutter to disrupt the flow of attention. People are able to enjoy a more immersive and streamlined experience that allows them to focus on what is important and not get distracted unnecessarily.

Short version: Let the design breathe. Don’t include any elements that are not absolutely necessary.


#3 Make it easy for everyone

We are dealing with complex technology and our goal is to make this easy for non-technical people to master. We must ensure we don’t give the impression there is too much to do. People will feel in control of Mindzilla when there are as few accessibility barriers as possible and as few steps as necessary. This gives them a feeling of power, making their experience more meaningful.

Design decisions should focus on making user steps intuitive and completely unambiguous. Mindzilla is synonymous with speed, efficiency and effortlessness. As such, we must be on the lookout for opportunities to present with greater brevity and less complexity wherever possible.

Making it seem easy demonstrates respect for people’s time. They are more likely to adopt the technology as it will not feel like another burden.

Short version: Make the complex seem simple by focusing on the fundamentals that really matter and removing any information that’s unnecessary in context of the user journey.


#4 Make it inclusive for everybody

Our customers help make Mindzila what it is. We ensure they can get involved at any level they wish by making it straightforward to contribute. Where their ambitions are greater, we provide the interactions to guide and support them.

Mindzilla is the foundation of a community. Confidence is shared through highlighting others’ successes. Showcasing achievement and new possibilities is core to all aspects of design.

Short version: The experience should feel open and inviting, making people feel enthusiastic and confident about contributing.



Thanks for reading,

Simon Jack