Attrace pioneered the application of blockchain technology to affiliate marketing, enabling decentralized, token-based, pay-for-performance incentives. As the world’s assets become increasingly tokenized on public blockchains, Attrace transitioned its focus from traditional e-commerce to web3 assets to align with emerging market trends. Seeking a new product-market fit, Attrace evolved into a blockchain-agnostic, fully decentralized referral network that supports referrals for tokenized assets and crypto projects across multiple public blockchains.
The goal was to design a decentralized app (dApp) for referral marketing in the web3 space. The referral marketplace should have encompassed four key types of tokenized assets—non-fungible tokens (NFTs), NFT drops, liquidity pools, and initial DEX offerings (IDOs)—while supporting three primary user roles: projects, promoters, and participants.
To kick off the project, I conducted stakeholder interviews to gather requirements and held a workshop with the development team to understand the technical implications of the blockchain architecture. Collaborating with the Head of Product, we carried out market research and competitor analysis to refine the product vision. We also updated our personas to reflect the needs of potential users across different web3 sectors—specifically NFTs and decentralized finance (DeFi).
Working closely with the product and development teams, I developed the high-level information architecture to outline the structure of the dApp. I also established the initial UI concept and created a foundational UI kit, which expanded into a design system as the product evolved.
For each epic, based on the type of referred asset—NFTs, NFT drops, liquidity pools, and IDOs—I created user flows for each role, followed by wireframes and prototypes. Using an agile framework, we iterated rapidly, incorporating feedback from usability testing and workshops with cross-functional teams, continuously refining both the flows and the user experience.
I worked in close collaboration with the development team to deliver the ready-to-implement UI designs, keeping pace with the rapid iteration cycles. To streamline this process, we used a shared board where I managed tasks, tracked changes, and provided detailed notes for the front-end developers to ensure smooth updates to both the flows and design system.
I also conducted multiple rounds of usability testing with potential and existing users. These sessions, combined with user interviews, yielded valuable insights into how users engaged with the product and revealed opportunities for improving the overall user experience.
As part of Attrace’s partnership with Mask Network—a platform that integrates web3 functionality into social media platforms such as Twitter and Facebook— I drove the design efforts for an integration of Attrace’s referral network within Mask's Twitter plugin.
In collaboration with Mask’s team and Attrace’s product and development teams, I gathered project requirements and identified technical constraints. From there, I led the ideation process, developing user flows and wireframes to ensure seamless integration within the existing plugin. Utilizing Mask's existing UI kit, I created the UI designs for the three user roles and two major asset types—crypto tokens and NFTs.
