PrimeDeals: Pioneering the experience of DAO-2-DAO partnerships

Introduction

PrimeDeals is a project I worked on as a UX lead, It was the main product of the start-up PrimeDAO a web3 start-up that launched in early 2022. This opportunity marked my first significant role as a lead UX researcher and designer within a talented team of UI/UX professionals. PrimeDAO aimed to revolutionize collaboration within the web3 industry. Its unique selling point was the creation of the first online platform where Decentralized Autonomous Organizations (DAOs) could facilitate partnerships with each other or apply for alliances with other DAOs.

As the Lead UX researcher and designer, I was responsible for guiding and elevating the UX team to deliver the most innovative web3 user experience of that time. This project brief explores the process.

*web3: Web3 uses blockchains, cryptocurrencies, and NFTs to give power back to the users in the form of ownership (ethereum.org/web3, 2024)

Note: All UI design assets of this project are designs from my former colleague Jaap

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Main objectives

• Focus on solving real problems experienced in the web3 industry.
• Let the platform usher in transparent & democratic features.
• Make it easy to use, and every word or step needs to be understandable by any type of user/visitor.
• Incorporate conventional UX principles, do not reinvent the wheel.
• Include the option of private partnerships.
• Offer a place for deal clauses and discussions.

My step-by-step process

• Weekly design syncs: The first thing I love to establish as a UX lead is structure and consistent communication with the other members of the start-up. Therefore, keeping weekly design syncs to include feedback or ideas of other members in the design process is key.
• Understand the industry: To design in a nascent industry like web3 it takes a deep understanding of the state of UX and the technology's opportunities and limitations. Applying already solved UX problems was key to simplifying the workflow.
• Understand our users: To achieve this a series of user interviews were held with active DAO delegates from the largest DAOs who were managing millions $ at the time.
• Create user flows: Simultaneously the UX team created a series of user flows to establish all possible scenarios in which a user could find themselves in.
• Sketch wireframes: The wireframes were co-designed with the help of other members within the startup. Which resulted in a variety of pages tightly encompassing the user flows.
• Guide UI designers: These wireframes became the foundation for the UI team to design a cohesive and intuitive interface.
• Usability testing: The best part was leading and conducting internal and external usability tests to test the main assumptions of the UX and UI teams.
• Post-launch iterations: After a successful launch of our main product we set out to collect further feedback from the early users of the platform to improve mainly copywriting, including missing features and more.

Conclusion

This was a great UX challenge. Despite the novelty of web3 native organizations, the need for partnerships between two organizations has already been addressed. The pioneering spirit of the UX team led to the realization that, while the technology might be new, creating a useful and engaging experience is already a well-established concept. I enjoyed leading this team to a successful launch. We are proud to say that PrimeDeals successfully helped facilitate organizations to create 6 to 7-figure partnerships.