Dash has launched a new main Dash.org website, including user-specific flows and a relaunch of Dash’s long-term roadmap.
In a recent post on the Dash forum, Dash Core CMO Fernando Gutierrez outlined the goal of creating a dynamic site that was much easier to update than the previous one, which had fallen out of date:
“Get a flexible site that we can keep updated easily. Our old site went stale because it was very difficult to do the smallest change and we didn’t have resources for that. Our new setup is very easy to update, while we keep a solid and secure system. This will allow us to use the website as the tool it is supposed to be. From now on, it is part of our day to day work, so instead of big updates from time to time, you can expect a constant flow of smaller ones. Related to this, we are now able to act on the analytics information we get. We are not going to be testing everything extensively because we don’t have the resources for that, but we’ll be monitoring the basic metrics and working on improving them.”
Additionally, the new site implements the full scope of the branding refresh Dash experienced last year, giving a more complete, attractive, and friendly look than the previous iteration, according to Gutierrez:
“Fully implement the new branding approved in mid-2018 and get a more current design. Since Dash is a user-centric project that praises itself of being human, easy and approachable, we decided to include lifestyle images on top of some of the pages. This may be a controversial decision, but we believe it is the right one. Companies like PayPal have been doing this for a long time because people empathize with people and it works. We’ve combined that with some custom illustrations that make navigation more pleasant and fun.”
A refresh of Dash’s logo and branding was initiated last year, where the Dash Core team engaged with market firm Ogilvy and Mather to create a new look. The community introduced a logo entry from branding firm Tharp and Clark, which closer resembled the original logo, and which was the one chosen by the community in the end.
User flows to direct new visitors efficiently into becoming real Dash users
A key feature of the new site’s layout is a focus on user flow, directing key user groups towards ways of acquiring, and using, Dash. According to Gutierrez, this is a significant improvement over the previous iteration, which had valuable information scattered with no easy way of tying it together:
“Define a new information structure that is consistent with what we know of our audience already. On the old site, everything was mixed and finding what you were looking for was difficult. Now, we have defined four different groups of users, and we show each of them the things that make more sense. These are individuals, businesses, developers and community. In the future, it would probably make sense to even have separate sites for some of those groups, like developers or even merchants. However, we don’t have enough information yet to make that kind of decision. Nor we have the resources at this time.”
Cryptocurrency as a means of payment is still relatively rare, lessening its usefulness to average users. However, in 2018 alone Dash gained over 4,000 merchants and dozens of new integrations, increasing the value proposition to consumers. This development increases the utility of having a defined flow system for prospective merchants and users, who now have a variety of practical options to choose from.
Dash’s long-awaited roadmap is finally up
Finally, a key feature of the new website is the inclusion of an official Dash roadmap, detailing past Dash developments, as well as future milestones, most notably the launch of the user-friendly platform codenamed Evolution. The previous roadmap was released by Dash founder and adviser Evan Duffield nearly two years ago, and included deliverables and deadlines which are now significantly out of date. The new roadmap includes the MVP release of the Evolution platform, including the decentralized API (DAPI), blockchain usernames, and blockchain contact lists, scheduled for release this year.