Year
2024
Company
UCO-Network
Project Type
Decentralized Application (dApp)
Role
Product Design Lead
Platform
Web (mobile-first)
Tools
Category
Product Duration
6 months
My Contribution
Problem Statement
Opportunity
Context & Goals
Key goals
Ensure frictionless crypto onboarding for beginners.
Integrate seamlessly with VeBetterDAO's rewards and KYC-compliant Proof of Sustainability.
Use gamification to drive consistent sustainable behaviors.
Minimize bot exploitation and ensure economic sustainability.
Discovery & Research
Crypto novices interested in sustainability.
Blockchain-skeptical sustainability advocates.
Restaurant owners with recyclable cooking oil.
"Wallet setup was confusing—I dropped out early."
"I'd participate if rewards and impact were clearly shown."
"Security matters—bots and farmers undermine trust."
Synthesis
Ecosystem Explorer: New to crypto, rewards-driven but finds onboarding intimidating.
Green Guardian: Crypto-savvy sustainability advocate seeking clear impact and community accountability.
Ideation & Strategy
Frictionless Onboarding: Social login and account abstraction to eliminate traditional wallet friction.
Meaningful Gamification: Progressive levels linked to tangible rewards, discouraging bot use.
Trust & Transparency: Integrating Proof of Sustainability, KYC via V Passports, and visual dashboards showcasing real-world impact.
Learn & Earn (Beginner engagement)
Map & Earn (Task-based recycling incentives)
Impact Dashboard (Personal and community progress tracking)
Design Execution
Gamification System
Implemented level-based progression:
Level 1: Basics & starter tokens
Level 2: Recycling proof submission
Level 3+: Advanced campaigns and increased rewards
Wallet-Free Onboarding
Mobile-First UI System
Usability Testing
Conducted moderated sessions with 12 representative users
90% completed onboarding within two minutes (previously 30%)
Users clearly understood leveling mechanisms and felt motivated
User feedback: "Feels like Duolingo, but for sustainability!"
Post-testing enhancements
Added visual progress bars clarifying reward structures
Simplified language ("wallet" became "eco wallet")
Results & Impact
Quantitative Results
Tripled onboarding completion rate
Engaged users in 35+ VeBetterDAO funding rounds
Achieved a 40% reduction in bot activity via level gating
Qualitative Feedback
High praise from early users and VeBetterDAO partners
Selection in VeBetterDAO’s first funding round
Established the innovative use of Proof of Sustainability and V Passport
Key Feature Impact
Social login
Lowered barriers, improved onboarding efficiency
Double reward pools
Balanced economic sustainability and engagement
Level-based unlocks
Enhanced retention, reduced bot misuse
Reflection & Learnings
What worked well
Deep user empathy significantly simplified complex blockchain concepts
Engaging, meaningful gamification encouraged genuine user participation
Alignment of product features with broader ecosystem goals strengthened impact
Areas for improvement
Further A/B testing on reward frequency and user drop-off
Future iterations should emphasize community-driven features like leaderboards and localized impact metrics
