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Four years. That’s how long our previous website was live.
In the current AI era, that feels like a decade. In Web3 years, it’s basically ancient history. You might ask, why did it take us so long? We tried to push it earlier. We really did. But the truth is, when you’re running a design studio focused on growth, you put all your effort into making client projects the best they can be. Even if it costs you your own presence.
The gap between what we showed online and what we were actually delivering had grown too big to ignore. Our projects had turned into so much more than just deliverables based on a brief. We were partnering with founders, running deep research, fixing broken flows during workshops. Some of our best results never even made it to the site because there was always something more important to do for a client.
What Got Us Here
We've grown a lot as a studio and as people. Literally. This year we’re turning 5. In that time we went from 2 people to 18. We moved into a new place in Warsaw that feels like a second home (we probably should show it to the world already, it will happen soon, promise!). We made real connections.
Through all of that, we became the design partner that’s ready for whatever comes next. We started out working with very early-stage startups, the kind where you're designing the first version of everything and half the product is still a pitch deck. Today we're designing for protocols and platforms that manage serious money, where a single interface decision affects millions in daily volume. Looking back, that's probably the thing we're most proud of.
Crypto and Web3 are where we came from, just take a look at our case studies. But the scope naturally expanded into AI and Fintech too, because the projects building new tech kept finding us. And these industries overlap way more than people realize. DeFi protocols are integrating AI agents. Fintech companies are moving on-chain. AI products need to build the trust that crypto learned the hard way. The lines keep blurring, and working across all of them gives us perspective that most studios simply don't have.
So the projects evolved. The team grew. The industries expanded. And our website was still telling last year’s story. We decided it was time to do something about it (yeah, the release date moved a few times). A new chapter. Let’s walk through what we built. Starting with something that was long overdue.
The People Behind the Work
We’ve worked with hundreds of companies. Startups, protocols, big businesses. They remember working with us and they come back. More and more often we end up becoming part of our clients' internal crews, which only confirms that the ones behind Properly know their craft. We wanted to tell the story of who we are. Finally show our design superheroes to the world. Because they deserve it.
The new culture page does exactly that. You can see the faces. How we work. What we care about. Even the music we listen to. We built this studio for the long game. Designers who understand the industries they’re creating for. People who care enough to go deep and genuinely have each other's backs. A group that challenges each other’s ideas, exchanges perspectives across disciplines, and pushes the things further than any one individual could.
Every year we spend a full week together in a new place. Croatia, Spain, Slovenia so far. Because the best ideas come from being in the same room, debating, sketching, and figuring things out together. We’ve always believed that clients don't just hire a brand. They work with specific humans. It was about time our site reflected that.
What Our Clients Say
And if we're talking about the people behind Properly, that includes the ones we build with. We've been lucky to partner with teams who care about design, the ones who push us to do better work (and sometimes we push them too 🙂).
For the new site, we reached out across every role we collaborate with. Founders, but also the developers building alongside us, the marketers positioning the product, the community members using it every day. Their perspective on what it's like to work with Properly is what makes our testimonials worth reading.
The projects we're most proud of came from the strongest partnerships. Which brings us to something we've wanted to improve for a long time...
Better Stories. Better Case Studies.
We've done so much work that's never been properly shown, and the stories we tell about it could be so much better. So we finally built the right stage for them.
We know that different people visit our website for different reasons. Other designers want to dig into the process, potential clients are evaluating our capabilities, some people are just curious about what we do. Everyone should be able to find what they're looking for. That's also one of the reasons behind launching the blog, which you're reading right now.
We realized we weren't giving enough context about what these projects achieved. Sometimes we can't share exact numbers, but the scale matters. When you're designing interfaces that handle millions in daily transactions, that's worth mentioning. When your rebrand launches alongside a major funding round, that's relevant context. When UX improvements change user behavior, those results tell the real story beyond the screenshots.
That's why we're launching with three brand-new case studies that show this approach:
Mento: An FX platform for cross-border stablecoin transactions.
Keel: A decentralized capital allocator managing up to $2.5B in liquidity across Solana.
All three operate in the DeFi space. And we didn't stop at just these three. Every previous case study got rebuilt with the same approach: more visuals, better storytelling, and the business impact we weren't showing before.
Clearer About Our Offering
Most of our work is still in DeFi and Web3, that's where we have the deepest experience. But we've also been designing for AI and traditional Fintech. The new website finally gives each area the attention it deserves with dedicated subpages, in-depth deliverables, selected case studies and bundled services to choose from.
Because context matters. A DeFi protocol needs different trust signals than an AI startup. A fintech app has compliance requirements that a Web3 game never thinks about. The old site treated everything the same. The new one doesn't.
Sharing More Knowledge
There’s a lot happening in our studio. We realized we’re sitting on way too much knowledge that never makes it out. Our old website was basically a portfolio with a contact form. The new site has a proper blog. Think of it as our UX portfolio. Because UX work rarely looks impressive in a screenshot. The real value is in the process behind it. The research. The decisions. The trade-offs that shaped the final product.
That’s what we want to share here. The ones writing are the same designers and strategists who worked on the projects. How they approached specific problems. The technical challenges that took weeks to figure out. All the stuff that usually stays locked in our Slack.
We're also planning more business-oriented content, pieces that show how design decisions impact company metrics. Like how UX improvements changed internal working time or how strategic workshops can help with the right pivot. The data that helps founders and product teams understand why design drives real business results. Here's what's available at launch:
The new website is built the same way we partnered with clients: ready for what's next. We made it in Webflow, which means we can scale, update fast, and maintain the same performance standards we hold for client projects. Most importantly, it can keep evolving as we do.
This was a proper team effort. Everyone had input, everyone had opinions (sometimes very strong ones), and everyone contributed something that made the final result better. From designers pushing updates late in the evening to developers solving Webflow challenges that we didn't know existed (thanks Adrian! <3), this site represents what Properly is: a group of people who care about getting design right.
That's it. New chapter, new site, new case studies, new approach to sharing our work.
If you want to stay updated, follow us on X and sign up for the newsletter below. Check out our culture page to learn more about the team. If you're building in Web3, DeFi, AI, or Fintech and need a design partner, you know where to find us.
