Pegaê
How I reduced the distance between brands and technology through a familiar, inclusive, and high-converting collectible experience for both brands and everyday users.
My Role
Product Designer & Founding Designer. Solely responsible for the end-to-end creation of the MVP
- Product Design (UX/UI)
- Initial Design System
- Brand / Visual Identity
- Web Design
Duration
8 months
Team involved
- 1 Product Designer
- 3 Software Engineers
- 1 Product Manager
The Impact
By reducing the Web3 redemption flow from minutes to seconds, the design drove a 44% conversion rate and a 21x ROI for our launch partner, capturing 87% net-new leads for their CRM.
Highlights
- Familiar UI over Web3 complexity: Replaced standard blockchain friction with recognizable e-commerce and loyalty patterns to ensure immediate user trust.
- Jargon-free experience: Deliberately removed technical terms (like "NFT" or "Mint") in favor of accessible marketing language, ensuring adoption by non-tech audiences.
- End-to-End Ownership: Led the complete visual identity, branding, web design and B2C product design flows for the MVP.
- B2B2C Scalability: Created a robust and simple foundation that allows traditional brands to launch digital asset campaigns without requiring massive technical support.
Pegaê is a B2B2C solution designed to help brands distribute digital collectibles to engage communities, build loyalty programs, and extract valuable consumer insights.
The project emerged in its MVP phase, where the startup needed to prove to investors and partner brands that blockchain technology could be seamlessly adopted by everyday consumers, not just crypto enthusiasts. Our main goal was to build a bridge between brands seeking innovation and consumers demanding absolute simplicity.
The standard Web3 user journey is heavily friction-loaded. It requires complex wallet setups, technical jargon, and gas fees, causing novice users to immediately abandon the process.
While brands wanted to leverage digital assets for campaigns, they feared the massive technical support overhead and the inevitable low engagement caused by this technological barrier. The market was saturated with "tech-first" solutions; we needed to build an "experience-first" product.
We bypassed the Web3 friction entirely by implementing social logins (Google/Apple) that automatically create a custodial wallet in the background. The end-user simply scans a QR code, logs in with one click, and redeems their collectible in seconds.
We prioritized recognizable UI patterns from successful mainstream apps (like Starbucks and Nike) to establish immediate trust, allowing brands to launch highly engaging campaigns—such as ticket distribution and treasure hunts—without requiring their audience to understand blockchain.
I started with a complete wireframe, but we decided to start develop a simple and agile V1.
Invisible Technology & language choices: My primary focus was on familiarity. To design for trust, we deliberately chose not to include price charts or technical terms like "NFT" or "Mint". Instead, we used accessible marketing language like "Catch". By removing the perception of financial speculation, we kept the focus entirely on the collectible's emotional value and the brand experience.
The Harley-Davidson POC: To test our hypothesis, we partnered with a Harley-Davidson dealership (The One). The constraint was clear: we had to integrate the redemption process into their traditional weekend motorcycle rides. The flow had to be frictionless enough for bikers to use in an event.
The result was massive: 88 assets claimed, a 44% conversion rate, and importantly, 87% of those users were completely new to the dealership's CRM. This action generated many sales at brand store.
Scope trade-offs for the MVP: To achieve this speed to market and ensure agile development, I had to cut down the initial comprehensive wireframes.
We paused features like profile customization, assets inventary, filters, to focus strictly on the core loop: seamless onboarding and instant redemption.
Send Asset flow
What I learned: This project reinforced that in emerging tech markets, UI design and content strategy are the strongest tools for risk mitigation. Reducing user fear through familiar visual language is more important than showcasing the technology itself.
Next Steps: If given more runway, I would delve deeper into gamification mechanics within the user's wallet to drive retention between brand campaigns.
On the B2B side, the next priority would be designing a robust analytics dashboard for brand managers to track real-time conversion and CRM growth generated by their collectible drops.
