Before

The Challenge

When Web3Auth started as TorusLabs, they had no brand guidelines, no user interface (UI), and no cohesive design strategy. Despite having innovative technology for secure blockchain authentication, they lacked the visual identity and user experience needed to attract users, secure investments, and scale in the competitive Web3 space.

My challenge was to take the project from scratch and transform it into a recognizable brand with an engaging, easy-to-use platform that could cater to both crypto enthusiasts and mainstream users unfamiliar with blockchain technology. This transformation would become the foundation for Web3Auth's rapid growth and eventual success.

My Role

I served as the lead product designer, working closely with the founders and developers to create a strong visual identity and design an exceptional user interface that would position Web3Auth as a trusted, user-centric blockchain platform.

Approach

1. Brand Development:
   Since TorusLabs had no established branding, I developed the entire brand identity from scratch, giving it the unique personality that would later distinguish Web3Auth in the blockchain space. This included:
   • Defining the brand’s voice and visual style, ensuring it appealed to both crypto-native users and Web3 beginners.
   • Crafting a clean, trustworthy color palette and modern logo to convey security and ease of use, which is essential for an authentication service.
2. User-Centered Design (UCD) Strategy:
   To ensure Web3Auth's UI/UX catered to a diverse user base, I adopted a user-centered design approach:
   • Research & Personas: Conducted thorough research on target users, including crypto developers, dApp builders, and everyday users, to understand their needs and pain points.
   • Simplified User Flows: Given the complexity of blockchain authentication, I focused on simplifying the onboarding process, ensuring users could easily set up wallets and manage their identities without needing deep technical knowledge.
   • Seamless Integration: Designed the UI to enable seamless integration with dApps, wallets, and other blockchain services, allowing developers to easily implement Web3Auth in their projects.
3. UI/UX Design:
   I led the design of a sleek, modern interface that balanced functionality with simplicity, making it accessible to both crypto experts and newcomers:
   • Intuitive Onboarding: Created a step-by-step onboarding flow that reduced friction for new users, allowing them to authenticate quickly without confusion.
   • Clean Dashboard: Designed a clean, visually appealing dashboard where users could easily manage their credentials and monitor activity.
   • Consistency: Ensured that every element of the UI—from buttons to forms—was consistent with the new brand guidelines, establishing a polished, cohesive user experience.
4. Collaboration and Leadership:
   As the project lead for the design team, I worked hand-in-hand with developers, product managers, and stakeholders, ensuring that the design vision aligned with the technical development. By leading with a clear design strategy, I:
   • Bridged the gap between design and development, making sure the UI/UX remained a priority during feature rollouts.
   • Guided the team through design iterations based on user feedback and testing, continuously refining the experience.

Results

• Thousands of Users: The polished UI/UX and clear brand identity led to rapid adoption, bringing thousands of users to the platform, many of whom were new to blockchain technology.
• Successful Investment: Web3Auth’s compelling visual design and intuitive user experience played a key role in attracting investors, contributing to successful funding rounds and accelerating growth.
• Foundation for Success: The design I created became the backbone of Web3Auth's platform and its future iterations. The strong brand and seamless UX helped position Web3Auth as a leading solution in Web3 authentication.
• Increased Developer Integration: With a user-friendly interface and easy integration, the platform saw a surge in adoption from blockchain developers and dApp builders.

Conclusion

By taking Web3Auth from an unbranded, UI-less platform to a well-designed, user-friendly service with a distinct identity, I laid the foundation for its continued success. The intuitive, accessible design not only attracted thousands of users but also became a key factor in driving investment and scaling the platform. This case highlights how design, when done right, can be the cornerstone of a tech product’s success.

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