Back to Works
1: Context
Pheasant Network is a Web3 fintech protocol designed for fast, low-cost asset transfers across different blockchain networks (L2). In the Web3 ecosystem, points programs serve as a vital strategic precursor to token issuance, rewarding early adopters and building the community foundation necessary for long-term protocol prosperity.
2: Challenge & Goals
Combating Incentive Fatigue
With many projects launching similar rewards, the challenge was to create an experience that wasn't just a "task list" but an engaging journey. Our goal was to drive high-value actions, from social growth to active protocol utility, while maintaining a frictionless, intuitive experience.
3: Design Strategy
Gamifying the User Journey
Strategic Information Architecture & Hierarchy
Quest list page
I designed the Quest page with a clear hierarchy to guide user focus without causing overwhelm:
- Featured: High-visibility auto-carousels to highlight priority campaigns.
- Quests You're On: Prioritizing active tasks by deadline to nudge completion.
- Completed: Intentionally keeping "Completed" tasks visible to serve as a visual trophy room, reinforcing a sense of history and accomplishment.
Progress-Driven Motivation
Your Points Dashboard
Integrated progress bars across quest cards and hero area to trigger psychological nudges. Seeing tangible progress makes users more likely to complete a task once they've started, effectively turning one-time visitors into recurring users.
Designing the "Dopamine Loop" (Visual Feedback)
Claim Button Effect
Quest page
To maximize the reward experience, I designed a high-fidelity sequence for the "Point Claim" action. Upon success, a celebratory firework animation transform a technical update into a moment of brand resonance.
Process & Iteration
Archived ideas
Through extensive iterations, I ensured the point system was deeply integrated into the existing Style Guide. This allowed for rapid testing of different layouts for both Light and Dark modes without breaking consistency.
4: Business Impact
- Six Months to $2M Round: Following the launch of the Quest Platform on July 31, 2025, the resulting surge in engagement and community loyalty became the primary catalyst for securing a $2M Seed Round in December 2025.
- Endorsed by Industry Giants: The protocol's measurable growth metrics and professional UX earned prestigious Grants and Prizes from the Ethereum Foundation, Optimism, and other major L2 ecosystems, reinforcing the project's credibility and its strategic direction.