As the lead product designer, I developed a user-centric staking UI for AliceNet (a MadHive subsidiary), focused on simplifying blockchain investments through an intuitive interface that attracted diverse investor groups by minimizing complexity and enhancing ease-of-use.
My Role
Of migration completion rates with the new product luanched
Increase of retail investor growth within the staking UI
User experience improvements & positive user feedback
Project activities
Simplifying Blockchain Investment Experiences
AliceNet, a subsidiary of MadHive, is a Layer 2 Proof-of-Stake blockchain startup utilizing a UTXO model. As AliceNet evolved, the company transitioned from the original MAD token to a dual-token system—introducing ALCA (investment token) and ALCAB (utility token). To support this evolution, AliceNet needed an intuitive and user-friendly staking interface (UI) that would simplify complex blockchain interactions, drive investor adoption, and streamline token migration.
Key Challenges
- Skyrocketing Ethereum Gas Fees:Ethereum network congestion and volatility drastically increased transaction costs, negatively impacting user experience and adoption rates. The design needed innovative approaches to reduce transactional complexity and costs.
- Diverse User Personas with Distinct Needs:The staking platform had to simultaneously accommodate sophisticated, tech-savvy investors alongside less-experienced retail investors. Balancing simplicity and functionality to address both user segments was critical.
Blockchain Industry Challenges
- Streamlined interactions to reduce costs from volatile Ethereum gas prices.
- Designed intuitive experiences accommodating both new and experienced crypto investors.
User Research and Persona Workshops
To deeply understand our distinct user segments, I conducted customized persona workshops with stakeholders, clearly identifying each persona’s goals, pain points, and behaviors. This resulted in two detailed personas:
- C-suite Investors – Experienced, knowledgeable, familiar with blockchain and token migrations.
- Retail Investors – New to crypto staking, seeking simplicity and straightforward interactions.
User Journeys & Process Flows
I created detailed user journey maps to visualize how different personas would navigate the staking process. Collaborating closely with the development team, we validated feasible technical paths through comprehensive process flow diagrams, ensuring alignment between user needs and technical capabilities.
Understanding arget Users Inside Out
Through persona workshops and journey mapping, I identified key user segments—experienced investors and crypto newcomers—and mapped their needs to tailored, technically feasible user flows.
Process
Design Solutions & Innovations
1. Interactive Earnings Calculator
To further enhance user engagement, I designed an interactive earnings calculator prominently placed on the landing page. Through extensive A/B testing, this addition proved highly effective, boosting user confidence, transparency, and significantly increasing conversion rates during onboarding.
97.8% Migration Success
Achieved near-complete migration from MAD to ALCA tokens among original investors.
2. C-suite Investor Flow
Leveraging wallet analytics, the system dynamically identifies investor types based on their token holdings, presenting personalized UI flows accordingly:
- Combined token migration from MAD tokens to ALCA, staking, and lockup processes into one seamless transaction.
- Simplified complex interactions with an intuitive migration calculator, clearly previewing ALCA balances, and reducing Ethereum gas fees significantly.
32% Retail Investor Growth
Experienced significant growth in new retail investor engagement post-launch, driven by the intuitive and simplified design approach.
Transaction 1: Migration from ALCA to ALCA token
Transaction 2 & 3: Staking & Lockup ALCA Tokens
3. Retail Investor Flow
Leveraging wallet analytics, the system dynamically identifies investor types based on their token holdings, presenting personalized UI flows accordingly:
- Eliminated unnecessary complexity (no migration step), providing straightforward staking interactions.
- Included contextual onboarding resources, easy-to-follow guides, and direct links to token swapping options.
44% mproved User Satisfaction
Extensive testing validated substantial usability improvements, directly impacting overall product adoption and satisfaction.
