Attrace is a blockchain-agnostic, fully decentralized referral network designed to facilitate referrals of tokenized assets and crypto projects across any public blockchain. With an existing decentralized app (dApp) already live, the team was striving to find a stronger product-market fit. This led to a strategic shift in the product vision, aligning it with emerging web3 trends such as referral farming and staking. The redesigned dApp needed to reflect these changes and offer familiar concepts to the web3 community.
The goal was to completely redesign the dApp, transitioning from a decentralized referral marketplace to a referral farming platform. This overhaul included support for two asset types—crypto tokens and non-fungible tokens (NFTs)—and three distinct user roles: projects, promoters, and buyers. Additionally, the redesign introduced staking functionality for Attrace’s own cryptocurrency token.
To set the foundation for the redesign, I collaborated with the Head of Product to conduct a series of user interviews with both existing and potential users. These interviews provided valuable insights into their needs, preferences, and pain points, which directly informed the design direction. Based on these findings, we updated our personas to better reflect the evolving target audience.
Additionally, I facilitated a workshop with the development team to clarify the technical intricacies of the referral farming model and identify any constraints. We also leveraged insights from earlier discovery work—such as competitor analysis conducted for the previous referral marketplace dApp—to inform our approach.
During the ideation phase, I facilitated brainstorming sessions with stakeholders to identify solutions to the key pain points uncovered in the discovery phase. This was followed by collaborative workshops to refine product concepts, align on technical solutions, and outline the high-level information architecture.
Taking into account the updated personas and the expectations of web3 users, we decided to overhaul the visual direction of the dApp. I developed a new UI concept, which served as the foundation for an evolving design system. This system expanded organically as we refined user flows and developed the product.
Following an agile framework and lean UX methodology, I conducted multiple rounds ofusability testing, gathering direct user feedback to inform iterative improvements. I also facilitated workshops with both the product and development teams as needed, ensuring alignment on critical design decisions and addressing technical constraints efficiently. These collaborative sessions allowed us to quickly address challenges and refine user flows, wireframes, and prototypes. Working closely with front-end developers, I performed design reviews for each implemented flow to ensure consistency and quality, iterating rapidly based on real-time user insights and team feedback.
During one of our workshops, an opportunity arose to integrate Attrace’s buyer flows within a partner’s dApp. This allowed partners to incorporate our referral network, branded with a 'Powered by Attrace' label, acting as promoters. To ensure a seamless experience for users, we adapted the design to match the partner’s branding, including color schemes and typography. This required careful coordination between the two design systems, ensuring that the flows remained cohesive.
