Torque Protocol

Overview: How might we empower growth teams to create on‑chain reward programs without writing code? This was the challenge I tackled at Torque, a Web3 startup building a no-code growth marketing platform. As the UX design consultant, I owned the end-to-end design of a dashboard that lets marketers incentivize users with token rewards based on on-chain activity . My role spanned user research, interaction design, and prototyping for this complex B2B tool.

Problem Space: Crypto companies often want to reward their most active users – for example, giving tokens or NFTs to top collectors, or running campaigns to boost engagement. Before Torque, doing this meant developers had to manually build custom reward systems for each campaign, a slow and rigid process. The goal was to make crypto user data actionable for non-technical teams . We needed to design an interface where a marketing manager could define targeting rules (e.g. “wallets that bought an NFT in the last 30 days”) and set up reward actions, all without writing smart contract code. The solution had to balance powerful flexibility with clarity, so that marketers – not engineers – could confidently use it.

Process: I started by interviewing a handful of marketing and community managers in the crypto space. We mapped out their needs and pain points: they wanted granular control (target by activity, balances, etc.) but a UI that felt as familiar as setting up an ad campaign. I sketched user flows for creating a “campaign” step by step: selecting a user segment, choosing a reward type, setting conditions and schedule. I collaborated with our blockchain engineer to understand the underlying data and constraints – this informed the terminology and options we would expose. Early low-fidelity wireframes were tested internally; I sat down with the growth lead to walk through the flow and we identified points of confusion (for instance, the difference between one-time rewards vs. recurring programs needed clearer distinction).

I then iterated on the UI in Figma, gradually increasing fidelity. We adopted a wizard-like flow for campaign creation to guide users one step at a time. Each step had contextual help explaining concepts like “bid activity” or “staking duration” in plain language. I also focused on visualizing the targeting logic: in testing, users responded well to simple sentence-like filters (e.g. “Target wallets that have ≥5 SOL staked”). I designed a filter builder that reads like natural language but is powered by complex queries under the hood.

Design Highlights: The final design presents creating a reward campaign almost like filling out a form with live feedback. At the start, users choose a goal template (retention, acquisition, etc.) which pre-fills some recommended metrics. Then they refine the audience with drop-down rules (no coding needed). A real-time preview on the side shows how many users currently meet the criteria, giving immediate feedback. For the reward setup, I created modules for different reward types: tokens, points, NFT airdrops. Users can pick one and define parameters (e.g. token amount or NFT collection). We made sure to include safeguards – like an estimated cost calculator – to help non-technical users avoid mistakes.

Behind the scenes, a lot of complexity is abstracted. For example, Torque’s platform integrated on-chain data across Solana, so I worked on loading states and error messages for cases when data might be delayed. We also added preset segments (“Top 5% buyers”, “New users last 7 days”) to inspire users. Throughout the design, I used consistent visual cues: an icon library for actions (🔥 for activity, 🎁 for rewards) and progressive disclosure for advanced options.

Outcome: We launched Torque’s campaign builder to a small group of beta clients. The feedback was very positive – growth managers with zero blockchain background were able to set up incentive campaigns in minutes instead of weeks. One user described it as “Google Analytics meets promo tool for Web3”. The no-code approach truly lowered the technical barrier, aligning with Torque’s mission of a “no-code client for marketers” . This project reinforced for me the impact of good UX: by abstracting away code and surfacing meaningful controls, we turned a daunting task into a straightforward, even enjoyable experience. Torque’s platform went on to help partners like Tensor drive thousands of NFT trades through targeted campaigns , and became known as a tool that “gives marketers the reward system they need to massively scale their growth” . For me, it was a rewarding experience designing at the cutting edge of growth and blockchain technology.