Setting the Stage
Traditional dance challenge apps struggle with user retention after initial downloads. Without meaningful rewards or seamless social sharing capabilities, users quickly lose interest despite enjoying the content. The disconnect between engaging challenges and tangible incentives creates a gap in the market for truly rewarding movement-based experiences.
Problem
Existing dance challenge apps lack a unified system that combines motivation, retention, and reward. There are no incentive loops, no transparent progress mechanisms, and no accessible way for users to earn or redeem value for their participation. Without a simple rewards model or an intuitive wallet flow, users drop off quickly, and the product fails to convert early excitement into long-term engagement.
Goal
We designed a token-based reward system integrated throughout the MoveWorld experience, providing immediate value during onboarding and building toward real-world incentives. By creating intuitive flows for challenges, rewards visibility, and cryptocurrency transactions, the redesigned app transforms physical activity into both social currency and digital assets.
What I accomplished
As the UX Designer, I owned the end-to-end user experience from first login to reward redemption. I researched engagement patterns in the target demographic, designed the onboarding process, home screen, challenge and rewards interfaces, and cryptocurrency wallet system including withdrawal functionality. This comprehensive design work bridged social engagement with Web3 rewards, making cryptocurrency concepts accessible to mainstream users.
01
Research
Research
During the research phase, we analyzed the app's current user base, consisting of individuals aged 18 to 30. Our focus was to understand how they interacted with the app, identify their pain points, and determine what elements were working effectively. Additionally, we examined popular social media apps, particularly those with video/reel features that enticed users to engage frequently. We explored ways to make the challenges and their summaries shareable, fostering engagement beyond the app. As we approached the app from a Web3 perspective, we also investigated the creation of a wallet flow, involving cryptocurrency deposits and withdrawals.
02
Design
Onboarding Flow
In crafting the onboarding flow, our aim was to immerse users in a preview of the app's actual usage. Simultaneously, we've incorporated a rewarding system by offering in-app tokens. These tokens not only facilitate a smooth initiation but also initiate a gratifying cycle, enhancing the overall user experience.
Profile
Withdrawal flow
03
Key Impact
Reduced onboarding friction by simplifying the Web3 wallet setup, improving first-time task completion in usability tests by 25%.
Aligned product, engineering, and token-economics teams to translate a complex reward system into an experience that felt accessible, safe, and mainstream-friendly.
04
Learnings
This project marked my initiation into the Web3 domain, providing me with an opportunity to delve into the world of cryptocurrency-based payment systems. I had to start from scratch to familiarise myself with this new area. Moreover, the fusion of social media and a dance-based challenge app presented a fascinating challenge. This experience taught me valuable lessons about engaging users right from the moment they download the app to when they embarked on the onboarding process.
