October 1, 2024

(2021 - 2024)

February 12, 2022

Oily dApp: Designing for Gamified Sustainability in Web3

Oily dApp: Designing for Gamified Sustainability in Web3

Kevinstong

Simplifying blockchain and sustainability through gamified UX: Empowering crypto newcomers and promoting real-world ecological impact.

Simplifying blockchain and sustainability through gamified UX: Empowering crypto newcomers and promoting real-world ecological impact.

Simplifying blockchain and sustainability through gamified UX: Empowering crypto newcomers and promoting real-world ecological impact.

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Year

2024

Company

UCO-Network

Project Type

Decentralized Application (dApp)

Role

Product Design Lead

Platform

Web (mobile-first)

Tools

Figma, Notion, Generative AI
Figma, Notion, Generative AI

Category

Decentralized Application (dApp)
Decentralized Application (dApp)

Product Duration

6 months
My Contribution

Led end-to-end product design, from initial research and strategic planning to gamification, UI design system, and cross-chain integration.

Led end-to-end product design, from initial research and strategic planning to gamification, UI design system, and cross-chain integration.

IMPACT
IMPACT

Selected in first-round funding by VeBetterDAO; secured participation in over 30 funding campaigns; significantly improved accessibility, user engagement, and security.

Selected in first-round funding by VeBetterDAO; secured participation in over 30 funding campaigns; significantly improved accessibility, user engagement, and security.

Problem Statement

Web3 often struggles to attract mainstream users due to complexity and poor user experiences, while sustainability initiatives frequently face challenges with engagement and transparency.

Web3 often struggles to attract mainstream users due to complexity and poor user experiences, while sustainability initiatives frequently face challenges with engagement and transparency.

Opportunity

Opportunity

Develop an intuitive, engaging decentralized application that incentivizes eco-friendly actions (like recycling used cooking oil), providing easy, rewarding, and trustworthy experiences even for blockchain newcomers.

Develop an intuitive, engaging decentralized application that incentivizes eco-friendly actions (like recycling used cooking oil), providing easy, rewarding, and trustworthy experiences even for blockchain newcomers.

Context & Goals

UCO Network aimed to create Oily, a gamified dApp rewarding users with crypto for ecological actions. Leveraging VeBetterDAO and Vechain's proof-of-sustainability technology, Oily sought to connect blockchain innovation with tangible environmental benefits.

UCO Network aimed to create Oily, a gamified dApp rewarding users with crypto for ecological actions. Leveraging VeBetterDAO and Vechain's proof-of-sustainability technology, Oily sought to connect blockchain innovation with tangible environmental benefits.

Key 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
User Research
User Research

Conducted qualitative interviews and surveys with

Conducted qualitative interviews and surveys with

  • Crypto novices interested in sustainability.

  • Blockchain-skeptical sustainability advocates.

  • Restaurant owners with recyclable cooking oil.

Key insights

Key insights

  • "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."

These insights guided design priorities: simplify onboarding, enhance transparency, and foster authentic, consistent participation.

These insights guided design priorities: simplify onboarding, enhance transparency, and foster authentic, consistent participation.

Synthesis

Derived two primary personas from our research

Derived two primary personas from our research

  • Ecosystem Explorer: New to crypto, rewards-driven but finds onboarding intimidating.

  • Green Guardian: Crypto-savvy sustainability advocate seeking clear impact and community accountability.

Mapped user journeys highlighting significant drop-off points, especially in wallet setup and reward claiming processes.

Mapped user journeys highlighting significant drop-off points, especially in wallet setup and reward claiming processes.

Ideation & Strategy

Focused ideation around three key pillars

Focused ideation around three key pillars

  1. Frictionless Onboarding: Social login and account abstraction to eliminate traditional wallet friction.

  2. Meaningful Gamification: Progressive levels linked to tangible rewards, discouraging bot use.

  3. Trust & Transparency: Integrating Proof of Sustainability, KYC via V Passports, and visual dashboards showcasing real-world impact.

Core flows prototyped

Core flows prototyped

  • Learn & Earn (Beginner engagement)

  • Map & Earn (Task-based recycling incentives)

  • Impact Dashboard (Personal and community progress tracking)

Design Execution
Gamification System
Gamification System

Implemented level-based progression:

Implemented level-based progression:

  • Level 1: Basics & starter tokens

  • Level 2: Recycling proof submission

  • Level 3+: Advanced campaigns and increased rewards

Wallet-Free Onboarding
Wallet-Free Onboarding

Leveraged social login and smart contract wallets to simplify user entry, significantly boosting adoption among newcomers.

Leveraged social login and smart contract wallets to simplify user entry, significantly boosting adoption among newcomers.

Mobile-First UI System
Mobile-First UI System

Developed a visually engaging, intuitive UI using eco-friendly palettes, clear progress indicators, and rewarding badge systems.

Developed a visually engaging, intuitive UI using eco-friendly palettes, clear progress indicators, and rewarding badge systems.

  • Woman Wearing Glass
  • Car On Highway
  • Women In Snow
  • Motorcycle
  • Woman Wearing Glass
  • Car On Highway
  • Women In Snow
  • Motorcycle

Frictionless onboarding with social login and account abstraction: users get started in under 30 seconds - no seed phrases, no crypto jargon

Portable Camera Changing Photography Forever!
Portable Camera Changing Photography Forever!
Usability Testing

Conducted moderated sessions with 12 representative users

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

Post-testing enhancements

  • Added visual progress bars clarifying reward structures

  • Simplified language ("wallet" became "eco wallet")

Results & Impact
Quantitative Results
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
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
Key Feature Impact

Feature

Feature

Result

Result

Social login

Social login

Lowered barriers, improved onboarding efficiency

Lowered barriers, improved onboarding efficiency

Double reward pools

Double reward pools

Balanced economic sustainability and engagement

Balanced economic sustainability and engagement

Level-based unlocks

Level-based unlocks

Enhanced retention, reduced bot misuse

Enhanced retention, reduced bot misuse

Reflection & Learnings

The Oily dApp challenged me to effectively address usability concerns for both blockchain newcomers and experienced users within a sustainability context.

The Oily dApp challenged me to effectively address usability concerns for both blockchain newcomers and experienced users within a sustainability context.

What worked well
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
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

Got something cool in mind?

I’m around. Let’s make it happen!

CONTACT NOW

Drop me an Email hi@ottomiranda.design

Text me anytime +351 967 596 244

Find me where ideas keep flowing — and follow along for thoughts on design, AI, and life.

LinkedIn
Twitter

Got something cool in mind?

I’m around. Let’s make it happen!

CONTACT NOW

Drop me an Email hi@ottomiranda.design

Text me anytime +351 967 596 244

Find me where ideas keep flowing — and follow along for thoughts on design, AI, and life.

LinkedIn
Twitter

Got something cool in mind?

I’m around. Let’s make it happen!

CONTACT NOW

Drop me an Email hi@ottomiranda.design

Text me anytime +351 967 596 244

Find me where ideas keep flowing — and follow along for thoughts on design, AI, and life.
LinkedIn
Twitter

Got something cool in mind?

I’m around. Let’s make it happen!

CONTACT NOW
Find me where ideas keep flowing — and follow along for thoughts on design, AI, and life.
LinkedIn
Twitter