2022 -2024

WEB3 Media Platform

Client

Greenfish

Industry

Media

Overview

Greenfish is a Web3 platform that empowers media creators to maintain control and monetization of their content across the digital landscape. As Senior Product Designer, I led the UX/UI design for this platform that tackles a critical problem in the media industry: content creators lose visibility, control, and revenue potential when distributing their work across fragmented platforms.

Problem
Definition

Content creators face significant challenges in today's digital ecosystem:

Ownership & visibility

Once creators publish content, they lose track of where it's used and how it performs

Complex monetization

Revenue tracking is disconnected from content usage data, making it difficult to capture value

Technical barriers

Web3 technologies offer solutions but remain inaccessible to non-technical creators

User experience gap

Existing blockchain solutions prioritize technology over usability, alienating creative professionals

The core design problem was to translate complex blockchain technology into an intuitive interface that empowers non-technical content creators to control, track, and monetize their media across the internet.

My Role & Team

As Senior Product Designer, I led UX/UI design for 1.5 years, working with:

• Product manager

• Business analyst

• Engineering team

• Client's founding team

I owned the design process from discovery through MVP launch, personally handling wireframing, prototyping, and creating the core UX/UI while collaborating with stakeholders to ensure technical feasibility and business alignment.

User Research Insights

Through interviews with content creators and media professionals, we uncovered key pain points:

Control concerns: "Once I publish content, I have no idea where it ends up or who's using it"

Revenue frustration: "Tracking royalties across platforms is nearly impossible"

Technical intimidation: "I've heard blockchain could help, but it seems too complex to implement"

Design Process Design Process Design Process

Information
Architecture

Problem

Content management systems typically use technical structures that don't match creators' mental models

Solution

Created an information architecture based on the natural workflow of media professionals: Store → Market → Monetize

User Flow
& Wireframing

I designed user flows that guided creators through complex processes in simple, intuitive steps:

Problem

Overwhelming users with technical options creates decision paralysis

Solution

Progressive disclosure of features, revealing complexity only when needed

Simplifying Complexity

The first challenge was making blockchain technology accessible to creative professionals.

Problem

Technical blockchain terminology created barriers for creative users

Solution

Developed a user-centered language system that replaced technical terms with familiar media industry concepts

Visual
Design System

Visual system that balanced professional credibility with approachability

Problem

Web3 platforms often use either overly technical or gimmicky aesthetics

Solution

Clean, dark-mode interface with vibrant data visualizations that highlight the most important metrics

Interactive
Prototyping & Testing

Multiple iterations with users revealed which interactions worked and which needed refinement

Problem:

Users struggled to understand how their content would be protected

Solution:

Created interactive visualizations showing how blockchain secures their media

Key Design
Decisions

Analytics Dashboard Focus

Made analytics the centerpiece of the user experience. User research showed that visibility into content performance was the primary motivator for adoption

Progressive Onboarding

Designed a step-by-step onboarding process that gradually introduced Web3 concepts.
Reduced intimidation and cognitive load for non-technical users

Visual Data Hierarchy

Used color, size, and contrast to create clear visual hierarchy for data metrics. Allowed users to quickly understand content performance without analysis paralysis

Natural Language Interface

Replaced technical blockchain terminology with creator-friendly language. Removed barriers to entry for the creative target audience

Outcomes & Impact Outcomes & Impact Outcomes & Impact

Measurable Results

User adoption:

Successfully onboarded initial BETA users who previously avoided blockchain platforms

User engagement:

40% improvement in engagement metrics

Business impact:

Helped client secure funding for future development through effective MVP design

Lessons Learned

Starting with user needs, not technology capabilities, was critical for designing an accessible Web3 product

Continuous user testing with non-technical creators revealed assumptions about their mental models

Cross-functional collaboration was essential to balance technical constraints with user experience goals

The Greenfish project demonstrates how thoughtful design can bridge the gap between complex technology and everyday users. By focusing on the needs of content creators rather than the capabilities of blockchain, we created an experience that empowered creators to regain control of their digital assets without requiring technical expertise.

WEB3 Media Platform

Problem Definition

The core design problem was to translate complex blockchain technology into an intuitive interface that empowers non-technical content creators to control, track, and monetize their media across the internet.

My Role & Team

User Research Insights

Design Process Design Process Design Process

Problem

Content management systems typically use technical structures that don't match creators' mental models

Solution

Created an information architecture based on the natural workflow of media professionals: Store → Market → Monetize

I designed user flows that guided creators through complex processes in simple, intuitive steps:

Problem

Overwhelming users with technical options creates decision paralysis

Solution

Progressive disclosure of features, revealing complexity only when needed

The first challenge was making blockchain technology accessible to creative professionals.

Problem

Technical blockchain terminology created barriers for creative users

Solution

Developed a user-centered language system that replaced technical terms with familiar media industry concepts

Visual system that balanced professional credibility with approachability

Problem

Web3 platforms often use either overly technical or gimmicky aesthetics

Solution

Clean, dark-mode interface with vibrant data visualizations that highlight the most important metrics

Multiple iterations with users revealed which interactions worked and which needed refinement

Problem:

Users struggled to understand how their content would be protected

Solution:

Created interactive visualizations showing how blockchain secures their media

Key Design Decisions

Outcomes & Impact Outcomes & Impact Outcomes & Impact

Measurable Results

Lessons Learned

You have only one chanceto make first impression.Let’s make it an amazing one

Problem
Definition

Key Design
Decisions

You have only one chance
to make first impression.
Let’s make it an amazing one