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Back to Work

2023 — 2024

Web3 Marketing Dashboard, B2B, SaaS

As the Founding Product Designer, I led the MVP design from concept to launch, contributing to the team's $1.2M seed funding round.

MVPDesign SystemUser Research
Web3 Marketing Dashboard, B2B, SaaS — hero screenshot

Goal: First MVP

The team reached out to me to help turn their manual agency service into a SaaS tool.

The goal is to build a platform for Web3 project owners or marketers to streamlines their marketing workflow, all in one place.

👩🏻‍💻 My Role

  • Supported product discovery and competitor research
  • Designed MVP for first proof-of-concept (POC)
  • Ran testing sessions with early users
  • Built the design system from scratch

Tools

  • Figma
  • Notion
  • ChatGPT
  • MidJourney

Team

  • 🧠 1 Product Manager
  • 🎨 Me (Product Designer)
  • 💻 1 Engineer

🔍 Discovery & Market Research

To validate the opportunity and know what to build, my product manager and I had:

1

Demo calls with competitors and related products

Ad management platforms (e.g., Meta Ads Manager, Twitter Ads, Google Ads), marketing automation tools (e.g., HubSpot, Mailchimp, ActiveCampaign), Customer Data Platforms (CDPs) (e.g., Segment, Amplitude, 神策數據), growth marketing tools (e.g., Branch, AppsFlyer, Mixpanel), and Web3 marketing dashboards (e.g., DappRadar, Galxe, Zapper).

2

Analysis of public customer reviews

From G2 and X.

3

Feedbacks from investors, accelerator mentors, and existing clients

Competitor tool screenshots and public customer reviews from G2

Takeaways

Users were frustrated with switching between different platforms—some were synced, others weren't. This highlighted the need for a single place to manage ad audiences, campaigns, and performance tracking, fully in sync with X (Twitter).

📊 Value vs. Effort

Before moving forward, the PM, a developer, and I met to evaluate the technical and business feasibility of each feature, ensuring we were building something both valuable and achievable.

Feature architecture diagram and value vs. effort prioritization matrix

🧪 Prototyping & User Testing

Rather than a Figma prototype, I directly work with our developer to build a interactive prototype that users could test hands-on.

*2026 update: I now use Lovable to build interactive prototype.

Key Flows:

1
Select Cohort — Define audience filters across wallets, behaviors, and social metrics
2
Assign to Twitter Audience — Sync directly with Twitter Ads Manager
3
Launch & Monitor Campaign — Track conversions and engagement

😵 Design Challenge: Once Real Data Came In

Once real data was entered and users started using the product in real scenarios, many unexpected issues surfaced. For example, some data fields were much longer than anticipated, and the original vertical stacking caused the layout to break on smaller screens.

To address this, we revisited the UI and reorganized the data structure.

  • Switched from vertical stacking to horizontal scrolling to save space and improve usability on limited screen sizes.
  • Redesigned filters to be scrollable and logically chunked, making it easier for users to scan and adjust complex conditions.

Clients described the experience as "surprisingly easy," even though the underlying workflow was highly complex.

Before and after redesigning the filter conditions layout from vertical stacking to horizontal scrolling

🧱 Design System & Branding

I created a design system with Material Design UI to ensure visual consistency and better design handoff.

  • Customized atomic components (cards, filters, inputs)
  • Used MidJourney to generate custom 3D, C4D graphics to create a futuristic brand feelings.
Atomic component library: badges, checkboxes, menus, buttons, bottom app bars, navigation bars, dialogs, search, and cards
Typography scale and light/dark theme color tokens
All-in-One Marketing Tool product screens styled with custom 3D MidJourney graphics
MidJourney-generated iridescent 3D object mood board
Competitor brand identity references
Dashboard UI pattern references

Design Impact on Users

  • ✅ Reduced onboarding time by simplifying complex Web3 workflows
  • ✅ Improved campaign setup success rate through intuitive data visualization
  • ✅ Validated with 8 users in live prototype testing

Design Impact on Business

Directly contributed to $1.2M seed funding, investors saw the product's potential through the working MVP Read the announcement
Enabled client acquisition across 3 continents — the intuitive interface attracted Web3 founders, marketing managers, and BD teams who previously found on-chain advertising too complex
Early adopters: Flap, DOEX, PrismX, Chainfir Capital

📌 Next Up: Design for Growth

After establishing the product foundation, I shifted focus to growth-stage design challenges—optimizing existing experiences and exploring new features to expand the user base.

→ See how I approached this in the Influencer Marketing Tool case study