Camilla Almeida      More info   
             


SNACKCLUB


A platform to connect gamers and crypto enthusiasts.

About the project


SNACKCLUB is a Decentralized Autonomous Organization (DAO) from Brazil with a large community on Discord (45.000 members). I led the Product Design process for a project focused on the SNACKCLUB community. The goal was to explore how potential users transact with crypto in their daily lives, uncover their main pain points, understand how they approach learning blockchain products, and evaluate their sense of security within these processes.


Product Designer: Camilla Almeida

Year: 2023

The challenge: Create a crypto hub that truly serves the community
by solving pain points with existing products.




User research


My initial design questions were, “How can we deliver a good product to the community?” and “How do users feel about the products they already use on the market?”.

We collected 371 responses through a survey shared on the community’s Discord server, using an open audience segmentation for this initial research.



Research insights


The audience is young, curious, and motivated to learn, but crypto still feels complex and intimidating to many. To succeed, SNACKCLUB’s platform must:

  1. Educate in a clear and engaging way (tutorials, interactive guides, visual learning).
  2. Build trust and security, addressing user doubts about transactions.
  3. Leverage community-driven learning (influencers, peers, and games) to make adoption feel natural and fun.


CAD Matrix


I used the method CAD Matrix to document the certainties, assumptions and doubts that I had about the project, for example:

✅ Certainty: In the quantitative research carried out with the community, 3 out of 4 users stated that they only understand "a little" about cryptocurrencies and its market.
💭 Assumption: The users would like to have more features that support them in their daily lives dealing with crypto.
🤔 Doubt: Does the users miss any feature in the applications they already use?

Following the research, I updated the CAD Matrix to capture which doubts were resolved and which assumptions proved correct. Below is the CAD Matrix before and after the research.



User personas


The creation of two personas after the research helped me to estimate the Community's response to future SNACKCLUB releases. I could understand the pain, needs and feelings of the final audience of our solutions.

The image below illustrates one of the persona’s user journeys, starting from opening a play-to-earn game, connecting a crypto wallet, purchasing in-game currency, earning through gameplay, and finally withdrawing the money via Binance.



Competitive analysis


Before diving into the design, I conducted a competitive analysis of other crypto-gaming platforms. My goal was to gather insights on features, value propositions, user flow, layout, tone and language. I took an in-depth look at two competitors, Community Gaming and Gamer Craft. 

I compared their characteristics, strengths, and weaknesses, with a special focus on whether they offered educational materials about crypto or blockchain, since I identified this as the key insight to truly support users.




User flow


I mapped the user flow in Miro, incorporating decision points to ensure a smooth navigation experience. I then presented it to the team and stakeholders, where we collaboratively prioritized features, defining what would be part of the MVP and what would be reserved for future iterations.

⚠️ Important: The flows below cover only the initial login and registration for the SNACKCLUB platform. As the project evolved, many additional features were added, resulting in much larger and more complex flows.




Ideation


For the first verstion of the SNACKCLUB platform, I tried to create an environment that referred to games, crypto, blockchain and also that was user friendly, with a cool and easy to understand language. 

As I mentioned previously, the platform has evolved a lot and new features were added. I also participated in the creation of the other features like the home page, the gaming tournaments, login and events. Here below you can check the first prototype version of the games page with desktop and mobile version, empty states and components.






Highlight ✨


To address the lack of accessible information about crypto and blockchain, I added a fixed section on the right side of the platform. This area provides educational content to help users better understand the blockchain universe and get more value from SNACKCLUB’s products.


Design System


Together with two other designers, I built the design system to define and maintain the platform’s visual identity and component library. Using Figma, we created grids, color palettes, buttons with states, text fields, and other essential components. We also collaborated closely with SNACKCLUB’s illustrators and motion designers to align on illustrations and 3D elements. Check out a preview of the design system below.






Learnings


Working with blockchain-related products was an exciting challenge, since it was a new area for me and gave me the chance to learn a lot. I had the freedom to lead projects in the way I believed would best serve users, which helped me grow as a Product Designer. I also had the opportunity to work with an amazing cross-functional team, which enriched the process and made collaboration even more impactful.

Beyond SNACKCLUB, contributing to several projects allowed me to strengthen my skills and expand my expertise. Today, I’m proud that my design work helped shape an intuitive, user-friendly platform that not only made blockchain and crypto easier to understand, but also let users have fun playing games while earning along the way.

Thank you for watching! 😊