Context: Web3 identity + cross-platform NFT avatar ecosystem
Role: Sr. Lead Product Designer
Timeline: 2021 – 2022
Dreamium Labs
A mobile-first Web3 identity platform that made avatar creation and early NFT engagement simple, guided and approachable.
Dreamium Labs set out to create a new kind of digital identity system—one where users could generate portable avatars and bring them into apps, games, and blockchain-powered experiences.
But early Web3 onboarding was chaotic: fragmented flows, Discord signups, unclear value, and high friction. My role was to design a clearer, mobile-first identity experience that made creation easy, surfaced real utility, and built trust in a rapidly evolving space.
01
Understanding the Landscape
Web3 Onboarding was Broken
At the time, most NFT and identity platforms suffered from:
confusing onboarding patterns
unclear value behind tokens or avatars
multiple disconnected flows (Discord, email, wallet, web, mobile)
high friction for inexperienced users
To succeed, Dreamium needed an experience that felt simple, guided, and mobile-first—one that introduced users to Web3 concepts without intimidating them.
02
Defining the Core Problem
Users Needed a Clearer, More Trustworthy Path into Web3
Key friction points surfaced early:
Complex onboarding — Discord logins, email flows, and whitelist mechanics created confusion.
Unclear utility — Users couldn’t see why avatars mattered beyond speculation.
High friction actions — Secure signups, verifications, and NFT transactions weren’t intuitive.
Limited engagement loops — Nothing encouraged users to return consistently.
The design direction became clear: create a mobile identity system that simplifies creation, enhances trust, and introduces utility through approachable use cases.
The mobile prototype jump-started early engagement by giving users a simple way to track Dreamium coins, join whitelist events, and participate in early NFT sales. To build momentum before launch, I layered in gamified onboarding steps—Discord signups, token drops, and email capture—to encourage users to take their first actions quickly.
03
Designing a Clearer, More Engaging Identity Experience
Building a Simpler Mobile Identity System
Key focus areas:
Mobile Avatar Creator
Built a guided mobile flow that let users scan their face and generate three avatar types (animated, mutant, realistic).Layer Zero Identity System
Designed patterns enabling avatars to move across compatible games and apps.Simplified Onboarding
Streamlined signups and early actions (email capture, Discord links, token drops) to reduce friction.Gamified Engagement
Introduced token drops, whitelist mechanics, and light gameplay loops to build early momentum.Secure Presale & Authentication Flows
Designed verification steps necessary for high-value assets while keeping UX approachable.
04
Results & Impact
A Simpler Entry Point with Strong Early Traction
Impact delivered:
1,500+ NFTs sold in the first 3 days, extending the incubator’s runway.
Mobile avatar creator validated cross-platform identity as a unique value proposition.
Gamified engagement loops increased early retention and built community participation.
Presale flows improved trust and supported higher-value NFT transactions.
Playable prototype demonstrated real utility, enabling Dreamium to pitch a mobile Play-to-Earn game concept for investment.
Although Dreamium ultimately closed during the 2023 Silicon Valley Bank collapse, the project demonstrated the potential of combining mobile-first design, identity, and lightweight gamification in an emerging ecosystem.