Case Study

DUX

Leading design at a Web3 startup: researching two audiences, players and brands, and designing the WeareDUX platform, its site and wallet, with a team of two designers.

Client DUX (WeareDUX)
Year 2022
Role Lead Product Designer
Platform Web platform + wallet

30-second read

Context

DUX was a young Web3 company in Brazil with many product ideas, launching its own crypto token.

Role

Lead Product Designer, leading a UX/UI designer and a copy/UX writer.

What I did

Mapped and prioritized the product ideas

Research and personas with real people

Site, sign-up flow and wallet in Figma

Outcome

The main site went live in 2022. The platform MVP was designed and prototyped.

Product strategy

Seven ideas, one map

When I joined, DUX had more product ideas than people to build them. I put them in a single product map, and for each one defined what it offered the user, what it offered DUX, its success indicators, its MVP, its requirements and its priority.

  • Launchpad — decentralized fundraising for curated projects
  • Broker — a non-custodial bridge between crypto and fiat
  • Performance — a toolkit for players who manage other players
  • Liquidity mining — rewards for providing liquidity to the DUX token
  • Staking — locking tokens for rewards, creating scarcity
  • Treasury management — one view of a user's crypto assets
  • Metaverse experiences — immersive campaigns for artists and brands

Research

Two audiences, researched with real people

The platform had to serve two sides at once: people looking for extra income through games, surveys and campaigns, and crypto companies looking for an engaged audience in Latin America. The personas came from conversations with real people on both sides.

Hugo — the player
Genopets — the brand

Journeys

Where each side finds value

Mapping both journeys made the priority clear. For the player, the moment that matters is seeing the money arrive in their bank account. For the brand, it is reaching new users and awareness in Latin America. Those two moments became the core of the first version.

Hugo Player

  1. Searches Google for "how to make money online"

  2. Finds the WeareDUX platform

  3. Sees the opportunities the platform offers

  4. Signs up

  5. Starts completing tasks

  6. Sees DUX coins arriving in his wallet

  7. Converts his DUX coins to BRL

  8. Sends a PIX to his bank account

    Moment of value

  9. Comes back for more tasks

Genopets Brand

  1. Looks for partners to enter the Latin American market

  2. Finds the WeareDUX platform

  3. Fills out a form showing its interests

  4. A DUX sales agent gets in touch

  5. They agree on how the campaign's tasks and rewards will work

  6. Pays DUX for the service and the rewards

  7. Gets access to a community interested in doing the tasks

    Moment of value

Site

One entry, two paths

The main landing page asks one question — what kind of relationship do you want with DUX? — and splits visitors into players and companies. Each path then gets its own landing page, written for that audience.

Landing pages

Players earn, brands reach

For players
For brands

Account

Sign-up with its errors designed

Beyond the site, we designed the whole account flow: sign-up in three steps, error states, verification and password recovery.

Sign-up with error states
Verification

Wallet

Rewards, balance and connected wallets

The wallet is where the player's key moment happens: the balance from completed tasks, deposit and withdraw, a level that grows with activity, and connections to social accounts and crypto wallets.

Balance and level
Connected accounts and wallets

Reflection

The hardest part was the MVP

The hardest part of the project was agreeing on an MVP the company was satisfied with, while showing the value of testing to improve the platform.

It taught me that an MVP can take too long to build, demand huge effort and drift away from what users actually need.

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