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ABOUT

LABEL

impl.design

Torque Protocol

Productizing Torque for DeFi teams on Solana.

I designed and validated an end‑to‑end campaign builder that transforms developer‑oriented tools into an approachable, self‑service workflow. Torque allows teams on Solana to configure and launch incentives and campaigns with confidence.

$5M

Rewards distributed by Torque customers to end-users

+300

Rewards campaigns created by Torque customers

$4B

Trading volume generated for Torque customers

Role

Senior UX Consultant

Scope

End-to-end UX

Industry

Blockchain & tech

Tools

Figma, FigJam,
Linear, Notion

Context

Torque Protocol is a growth and rewards platform on Solana. When I joined, the product was in private beta with a handful of clients. Working closely with the co‑founders, I helped bring UX clarity and direction to a complex, technical product. Raydium, our first major client, gave us a unique opportunity to gather user feedback and see how teams interacted with existing and new features. Observing their behaviour showed us what Torque needed to become fully self‑serve. Our goal was to make rewards distribution accessible for any team member on a DeFi team while preserving the flexibility developers expect.

The Problem

Campaign managers need to create and launch incentives quickly, yet the existing visual flow makes this task confusing and time‑consuming. When they try to add a new incentive to an ongoing campaign, the interface leaves them unsure of where they are in the process. This confusion leads to frustration and wasted time and resources, undermining both user satisfaction and business outcomes.

  • First‑time users had no clear starting point or onboarding guidance.

  • Teams struggled to understand how projects, campaigns, incentives, audiences and distribution methods fit together.

  • Performance tracking and data synthesis for campaigns and incentives were done manually.

  • The flowchart‑style builder exposed complex logic too early, making it hard for users to focus on what mattered.

  • There was no way to safely preview or validate the setup before committing a transaction.

  • Non‑developers needed developers to execute campaigns, which slowed them down.

The Solution

Campaign managers need to create and launch incentives quickly, yet the existing visual flow makes this task confusing and time‑consuming. When they try to add a new incentive to an ongoing campaign, the interface leaves them unsure of where they are in the process. This confusion leads to frustration and wasted time and resources, undermining both user satisfaction and business outcomes.

My Approach

I reframed the experience into a five‑step, goal‑oriented flow that mirrors how teams plan incentives. Each step builds on the last and keeps the interface clear:

1

Choose a template

2

Define the incentive

3

Configure actions

4

Configure distribution

5

Fund, preview, launch

Design Outcome

The redesigned flow gives clarity and guidance at each step. It includes helper text and tips for new users. When selecting an objective, the UI offers suggested templates (such as “Liquidity Mining” or “Referral Program”) based on real‑time data. By breaking down the process, users always know what to do next and can preview their setup before launch. Advanced options are introduced only when needed, and the review step builds confidence that nothing was missed. After launch, a simplified dashboard lets teams monitor key metrics like the number of participants, tokens distributed, or impact on trading volume.

Foundational UX Work

Beyond the campaign builder, I led and contributed to several initiatives focused on productizing Torque for future public use:

Modular design system: A scalable component system that supports campaign cloning, permission, and flexible configuration flows.

Audience management and segmentation: A new UI for viewing and managing audiences, defining dynamic segments based on wallet behaviour.

AI co‑pilot: A concept for an AI assistant that offers smart suggestions for adjusting logic, timing or audience targeting based on performance data.

SQL query builder: A concept for an improved UI that lets users write queries or customise audience logic using templates and custom SQL expressions.

Tools and Deliverables

  • Interactive prototypes and component libraries in Figma

  • UX documentation and flow specs for engineers

  • Dialog logic, mode behaviour, and step‑state definitions

  • Feedback loops with client teams and internal product leads

Additional Feature Work

  • Airdrops

    Airdrops allow teams to automatically distribute tokens or points to specific users. Setting up an airdrop is straightforward: the project owner defines who should get the reward (for example, wallet addresses that hold a certain NFT or users who complete an on‑chain action) and how much they receive. The system then handles the rest, delivering rewards to every qualifying user


  • Leaderboards

    Leaderboards introduce friendly competition by ranking users based on their activity, such as trading volume or referral counts. The module shows real‑time rankings and progress so users can see how they stack up, and it keeps them striving to climb higher for a top reward. Project owners decide which actions earn points and how prizes are distributed among top ranks. Because the UI makes these settings clear, launching a trading contest or referral competition is a quick configuration rather than a complex setup

  • Raffles

    Raffles enable lottery‑style giveaways for projects that want to randomly reward a subset of participants and spark excitement. In the Torque interface, the project owner specifies how users earn tickets or entries—such as one entry per on‑chain action completed. When the raffle ends, the system automatically draws winners at random and distributes the prizes. The design emphasises transparency by showing the total number of entries and who won, which builds user trust

  • Rabates

    Rebates reward users by returning a portion of what they spend or invest, similar to cashback. This drives loyalty by giving back fees or tokens to users who engage deeply. An admin simply chooses a percentage or formula (for example, five per cent of trading fees returned monthly) and defines the activity that counts. The interface takes care of all the calculations and distribution behind the scenes, so project owners can launch loyalty programmes without writing code

Reflection

This contracted work at Torque was intended to apply UX clarity to an innovative, complex web3 product. By simplifying the experience through technical abstraction (where in scope) and listening to feedback given by the first major client, Raydium, the design outcome provided set Torque on a path in the right direction to being a usable, widely adopted platform among DeFi teams on Solana. My work at Torque Protocol at such a pivotal point in their product trajectory showcases the importance of thoughtful UX design setting it up for future growth as it enters the market.

Connect

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Projects

Torque Protocol

Truffle

Metaplex Studios

Holaplex