Web3 Identity Verification and Credit Scoring Platform

Overview

Masa AI was building decentralized identity and credit scoring tools on blockchain infrastructure. The technology was powerful but the user-facing experience lagged behind — complex wallet interactions, technical jargon, and a marketing site that didn't communicate the value proposition to non-crypto audiences.

The Problem

Web3 products face a unique challenge: the technology is novel, the audience is split between crypto-native users and mainstream newcomers, and trust is paramount when dealing with identity data. Masa's existing frontend was functional but felt like a developer tool, not a consumer product. The marketing site spoke to insiders. The goal was to make the platform approachable without dumbing down the technology.

Stakeholder Alignment

This was as much a people challenge as a technical one. Product, design, and engineering had different visions for what "consumer-ready" meant. I facilitated alignment sessions that mapped user journeys for both crypto-native and first-time users, then built consensus around a progressive disclosure approach — simple on the surface, powerful underneath.

Progressive disclosure: simple defaults for newcomers, full control for power users

Wallet Integration

The core technical challenge was making decentralized identity wallets feel as natural as a login form. I integrated wallet connection flows that detect whether a user has an existing wallet, guide first-timers through setup, and handle the signing ceremonies required for identity verification — all without exposing blockchain complexity. Error states were especially important: failed transactions, network congestion, and rejected signatures all needed clear, non-technical explanations.

The Marketing Redesign

I redesigned the marketing site with a conversion-focused structure: lead with the problem (identity verification is broken), show the solution (decentralized, user-owned identity), build trust (security architecture, team credentials), and close with a clear CTA. The responsive implementation prioritized mobile performance since a significant portion of Web3 users access products on mobile devices.

Mobile-first implementation targeting the growing mobile Web3 user base

Delivery Under Pressure

The project had aggressive timelines driven by partnership deadlines and funding milestones. I structured the work into shippable increments so the team always had a deployable version, even if the full feature set wasn't complete. This approach reduced risk and gave stakeholders something concrete to demo to partners at each checkpoint.

Results

• Marketing site redesign shipped on time for partnership deadline
• Wallet connection flow reduced drop-off during identity verification
• Responsive redesign improved mobile engagement metrics
• Progressive disclosure approach adopted as a product-wide design pattern