0 to 1 Design
Brand Identity
Gamification & Growth
Driving Product Growth: Gamifying DeFi Onboarding and User Conversion
Successfully converted 60,000+ airdrop-driven users into product-aware participants through strategic UX and gamified education.
Time
Aug 2025 - Sep 2025 (2 months)
My Role
Product Designer
Responsibility
0→1 Design
Visual Brand Definition
Design Systems
Team
1 PM, 1 UI/UX, 2 Dev, Marketing Team
0 to 1 Design
Brand Identity
Gamification & Growth
Driving Product Growth: Gamifying DeFi Onboarding and User Conversion
Successfully converted 60,000+ airdrop-driven users into product-aware participants through strategic UX and gamified education.
Time
Aug 2025 - Sep 2025 (2 months)
My Role
Product Designer
Responsibility
0→1 Design
Visual Brand Definition
Design Systems
Team
1 PM, 1 UI/UX, 2 Dev, Marketing Team
0 to 1 Design
Brand Identity
Gamification & Growth
Driving Product Growth: Gamifying DeFi Onboarding and User Conversion
Successfully converted 60,000+ airdrop-driven users into product-aware participants through strategic UX and gamified education.
Time
Aug 2025 - Sep 2025 (2 months)
My Role
Product Designer
Responsibility
0→1 Design
Visual Brand Definition
Design Systems
Team
1 PM, 1 UI/UX, 2 Dev, Marketing Team
TL;DR
TL;DR
Challenges
Launching a high-efficiency "Mission" system to capture massive traffic while solving the high entry barriers and steep churn rates typical of DeFi products during a "Cold Start" phase.
Launching a high-efficiency "Mission" system to capture massive traffic while solving the high entry barriers and steep churn rates typical of DeFi products during a "Cold Start" phase.
Key Result
+3.5%
App Download Conversion
App Download Conversion
+60,000
User Onboard in 3 weeks
User Onboard in 3 weeks
My main contribution
0-to-1 Visual Strategy: Defined an immersive dark-mode identity that balances "airdrop excitement" with "DeFi professionalism."
Modular Quest Framework: Engineered a scalable verification logic that optimizes development efficiency and enhances user interaction ritual.
Strategic Conversion (App Journey): Bridged the gap between "point-chasing" and "product education," lowering the barrier to entry for complex DeFi features
0-to-1 Visual Strategy: Defined an immersive dark-mode identity that balances "airdrop excitement" with "DeFi professionalism."
Modular Quest Framework: Engineered a scalable verification logic that optimizes development efficiency and enhances user interaction ritual.
Strategic Conversion (App Journey): Bridged the gap between "point-chasing" and "product education," lowering the barrier to entry for complex DeFi features
Background
Background
SuperIntent is an all-in-one crypto management platform. In the Web3 industry, launching a "Mission Platform" is a standardized Go-to-Market strategy during the pre-launch phase.
My task was to transform this incentive-driven tool into a Strategic Conversion Funnel—shifting high-intent traffic from mere "reward-chasing" to long-term "product-loyalty."
SuperIntent is an all-in-one crypto management platform. In the Web3 industry, launching a "Mission Platform" is a standardized Go-to-Market strategy during the pre-launch phase.
My task was to transform this incentive-driven tool into a Strategic Conversion Funnel—shifting high-intent traffic from mere "reward-chasing" to long-term "product-loyalty."
Goal
Goal
Bridging the Gap Between Incentives and Product Identity
Brand Balancing
Bridging the gap between the parent brand's professional/rational identity and the mission system's need for "reward-driven" hype.
Bridging the gap between the parent brand's professional/rational identity and the mission system's need for "reward-driven" hype.
The Conversion Gap
Transitioning "Airdrop Hunters" from point-collecting to product-utilizing. The challenge was designing a "low-friction" path that educates users on product value while they earn rewards.
Transitioning "Airdrop Hunters" from point-collecting to product-utilizing. The challenge was designing a "low-friction" path that educates users on product value while they earn rewards.
Challenge
Challenge
Low-Loyalty Traffic & High Cognitive Load
Low-Loyalty Traffic & High Cognitive Load
The Brand Perception Layer
The Brand Perception Layer
Balancing Financial Credibility with Incentive Hype
The challenge lay in establishing a visual language that felt exciting enough to drive participation (FOMO) yet professional enough to handle digital assets. We had to ensure that promotional enthusiasm didn't compromise the brand's integrity as a serious financial management tool.
The challenge lay in establishing a visual language that felt exciting enough to drive participation (FOMO) yet professional enough to handle digital assets. We had to ensure that promotional enthusiasm didn't compromise the brand's integrity as a serious financial management tool.
The Behavioral Conversion Layer
The Behavioral Conversion Layer
Bridging the Cognitive Gap between "Point-Chasing" and "Product Utility"
Users were primarily motivated by rewards, creating a significant barrier to exploring complex DeFi features. The objective was to minimize the friction of cross-platform transitions (Web to App) and re-engineer the user journey so that educational milestones felt rewarding rather than burdensome.
Users were primarily motivated by rewards, creating a significant barrier to exploring complex DeFi features. The objective was to minimize the friction of cross-platform transitions (Web to App) and re-engineer the user journey so that educational milestones felt rewarding rather than burdensome.
Strategy
Strategy
Bridging the Intent Gap with Behavioral UX
Bridging the Intent Gap with Behavioral UX
1
Immersive Visual Strategy: Leveraging a Unique Visual Language to Maximize Engagement
Utilizing a high-contrast dark aesthetic and fluid motion to trigger FOMO, while maintaining a rigorous financial layout to ensure brand credibility.
Utilizing a high-contrast dark aesthetic and fluid motion to trigger FOMO, while maintaining a rigorous financial layout to ensure brand credibility.
2
Learning-by-Doing Framework: Architecting a Guided Experience to Lower Technical Barriers
Replacing static documentation with an interactive "App Journey," deconstructing complex operations into rewarding micro-milestones that build user confidence
Replacing static documentation with an interactive "App Journey," deconstructing complex operations into rewarding micro-milestones that build user confidence
Solution
Solution
Feature 1
Feature 1
Immersive Identity & High-Activation Onboarding
Immersive Identity & High-Activation Onboarding
Visual atmosphere and the initial entry point are critical for retention during traffic surges.
Visual atmosphere and the initial entry point are critical for retention during traffic surges.
1
Visual Strategy (The FOMO Effect)
Visual Strategy (The FOMO Effect)
Designed a high-contrast "Brand Red & Dark Mode" aesthetic. Using fluid motion and immersive elements, we created a sense of exclusivity and mystery to amplify reward expectations.
Designed a high-contrast "Brand Red & Dark Mode" aesthetic. Using fluid motion and immersive elements, we created a sense of exclusivity and mystery to amplify reward expectations.
2
Strategic Onboarding (Churn Prevention)
Strategic Onboarding (Churn Prevention)
Consolidated fragmented actions (Waitlist verification, referrals, email binding) into a single, linear flow. This reduced friction, ensuring users were successfully funneled into the ecosystem from day one.
Consolidated fragmented actions (Waitlist verification, referrals, email binding) into a single, linear flow. This reduced friction, ensuring users were successfully funneled into the ecosystem from day one.
Feature 2
Feature 2
Growth Dashboard & Educational Funnel
Growth Dashboard & Educational Funnel
I defined the Mission homepage as a "Growth Center," using Information Architecture (IA) to guide users from passive viewing to active task execution.
I defined the Mission homepage as a "Growth Center," using Information Architecture (IA) to guide users from passive viewing to active task execution.
Modular Dashboard
Modular Dashboard
Profile Module: Real-time points and ranking to create a positive feedback loop.
Referral Module: Embedded sharing tools to reduce friction and optimize the Viral Coefficient.
Quest Wall (App Journey): A gamified roadmap that deconstructs complex DeFi operations (e.g., deposits, portfolio analysis) into visual milestones.
Profile Module: Real-time points and ranking to create a positive feedback loop.
Referral Module: Embedded sharing tools to reduce friction and optimize the Viral Coefficient.
Quest Wall (App Journey): A gamified roadmap that deconstructs complex DeFi operations (e.g., deposits, portfolio analysis) into visual milestones.
Tutorial-as-a-Quest
By embedding "Value Propositions" into each quest, users learn how to manage assets and interpret dashboards "accidentally" while earning points.
By embedding "Value Propositions" into each quest, users learn how to manage assets and interpret dashboards "accidentally" while earning points.
Cross-Platform Conversion
Designed specific jump-logic (QR for Desktop / Universal Links for Mobile) to drive users from the Web Dashboard to actual App deposits.
Designed specific jump-logic (QR for Desktop / Universal Links for Mobile) to drive users from the Web Dashboard to actual App deposits.
Feature 3
Feature 3
Retention via Behavioral Psychology
Retention via Behavioral Psychology
Leveraging psychological triggers to convert short-term traffic into long-term habits.
Leveraging psychological triggers to convert short-term traffic into long-term habits.
Loss Aversion (Daily Check-in)
Implemented a 7-day streak system where progress resets upon interruption. This successfully established a daily return habit.
Implemented a 7-day streak system where progress resets upon interruption. This successfully established a daily return habit.
Identity & Status
Provided exclusive "Early Bird" tags and tiered rewards for early adopters to foster community loyalty.
Provided exclusive "Early Bird" tags and tiered rewards for early adopters to foster community loyalty.
Scalable Growth & Guardrails
Utilized social leverage via a tiered referral system (5/10/20/50 users). Implemented strict business logic (anti-sybil, mutual referral bans) to ensure ecosystem health.
Utilized social leverage via a tiered referral system (5/10/20/50 users). Implemented strict business logic (anti-sybil, mutual referral bans) to ensure ecosystem health.
Outcome
Outcome
Design-Driven Growth
Design-Driven Growth
60,000+ Users Activated in 3 Weeks: Successfully captured massive community traffic and filtered high-engagement users through strategic onboarding and viral mechanics.
3.5% Web-to-App Deposit Conversion: Successfully guided over 3.5% of the high-potential user base to complete their first on-chain deposit via the "App Journey," driving real TVL (Total Value Locked) growth.
30% Increase in Dev Efficiency: Established a 0-to-1 modular quest framework and UI component library. Standardized verification logic and error-handling reduced cross-departmental friction, enabling rapid iteration for future marketing campaigns.
60,000+ Users Activated in 3 Weeks: Successfully captured massive community traffic and filtered high-engagement users through strategic onboarding and viral mechanics.
3.5% Web-to-App Deposit Conversion: Successfully guided over 3.5% of the high-potential user base to complete their first on-chain deposit via the "App Journey," driving real TVL (Total Value Locked) growth.
30% Increase in Dev Efficiency: Established a 0-to-1 modular quest framework and UI component library. Standardized verification logic and error-handling reduced cross-departmental friction, enabling rapid iteration for future marketing campaigns.
