Senior UX Consultant
End to end productization, UX for campaign creation, feature modularization, incentive design
Blockchain services & technology
Figma, FigJam, Vercel V0, Whimsical, Linear, Notion, Slack
Overview
Torque started as powerful Solana‑based tooling, accessible only to developers and technical stakeholders within client teams.
The vision: enable organizations to design, launch, and optimize incentive campaigns that reward community engagement with tokens, NFTs, and other on‑chain benefits.
Torque needed to go from 0→1, transforming internal developer‑oriented tools into a cohesive, self‑serve platform. It needed to empower marketers and operations teams while maintaining advanced flexibility for developers.
Developer‑only workflows made campaigns inaccessible for non‑technical users
Engagement features like rewards delivery, leaderboards, and community bots were one‑off implementations, limiting scalability
No clear mental model for understanding how actions, audiences, and rewards connected
Transform Torque from a developer‑centric toolset into a self‑serve platform that lowers barriers for marketers and operations teams while retaining the configurability needed by technical users.
Approach
As a consultant‑designer, I worked at the intersection of product strategy and hands‑on execution:
Defined what self‑serve meant for Web3 by balancing simplicity for non‑technical users with depth for developers
Designed approachable workflows that translated complex Solana‑based campaign logic into clear, guided steps
Productized custom work by modularizing one‑off builds for cross‑client reuse
Built for growth so the platform could serve enterprise clients today and evolve into a public self‑serve product
Key Design Solutions
Self‑Serve Incentive Creation
Built template‑driven flows for easy campaign setup by non‑technical users
Applied progressive disclosure so advanced users could access JSON inputs and flow builder tools without overwhelming novices
Added visual feedback and stepwise navigation to reduce friction
Impact: Enabled marketers and ops teams to launch campaigns independently, reducing reliance on developers and support staff
Productizing Engagement Features
Rewards Delivery Module: Designed a plug‑and‑play component for distributing rewards in long‑term incentive campaigns, including a live raffle tab on a top‑5 Solana DeFi platform
Leaderboards: Created configurable competition mechanics with customizable scoring and reward options
Community Bots: Designed self‑setup flows for Telegram and Discord distribution
Impact: Transformed custom one‑off builds into modular, reusable features for scaling across clients
Visualizing Campaign Structures
Redesigned the Flow Builder to clearly map relationships between actions, audiences, and rewards
Added plain‑language explanations to make blockchain steps understandable for non‑technical users
Impact: Provided users with a clear mental model of their campaigns, improving confidence and reducing setup errors
Reporting for Optimization
Designed layered analytics dashboards with high‑level KPIs and detailed engagement insights
Integrated on‑chain and off‑chain data for a unified performance view
Impact: Enabled teams to track success and optimize campaigns without needing technical intervention
Outcomes
Expanded the platform’s audience from developers to include marketers and operations teams
Simplified campaign creation, accelerating enterprise launches and reducing support overhead
Productized core features for scalability across clients and future self‑serve use
Positioned the platform for a public launch, ready for broader adoption
Reflection
This project was about bridging the gap between blockchain technology and usability. By combining consulting strategy with hands‑on UX design, I helped Torque evolve from a developer‑only toolset into a scalable, self‑serve platform that empowers both non‑technical users and advanced teams in the Solana ecosystem.