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DRELLO UX CASE STUDY

Designing Drello: Empowering Creators and Small Businesses Through Seamless Publishing and Web3 Integration

Project Overview

Drello is a dual-purpose platform designed to empower content creators and small businesses by combining blogging features with promotional tools. It enables creators to publish content and earn through Web3 wallets, while helping businesses increase their online visibility. My role focused on designing user authentication flows, Web3 wallet integration, and the admin dashboard for managing users, content, and listings.

Objective:

Create a secure, intuitive platform where users can sign up, connect wallets, publish content, and manage payouts. Design scalable admin tools for account management, content moderation, and business listing control, supporting both creators and platform administrators.

Impact:

Streamlined signup and wallet connection reduced user friction, cutting onboarding time by 25%. Financial feature adoption increased with clear wallet flows. Admin dashboard improved operational efficiency and content oversight, enhancing trust and scalability.

Industry

SaaS

Web3

My Role

UX/UI Designer

Deliverables

Design System

User Research

Design Components

User Flows, Wireframes

User Flows,

Wireframes

High Fidelity Design

Team

Designers

Product Manager

Software Developers

QA Tester

Video Marketers

Data Analyst

How can we design a platform that enables content creators and small businesses to seamlessly publish, promote, and monetize their work while maintaining secure account and wallet management?

Discovery & Research

To understand the needs and pain points of our users, I conducted user interviews with 12 content creators, 6 small business owners, and 3 platform moderators. The goal was to identify obstacles in publishing content, managing earnings, and overseeing user-generated material.

Insights & Key Takeaways

Simplicity Drives Adoption: Users felt overwhelmed by technical language and unfamiliar wallet setup steps. Breaking down complex processes into guided, digestible actions was essential for engagement—especially among non-technical users.

Trust is Currency in Crypto: Users were hesitant to link wallets or transact without a clear understanding of what was happening. They needed transparency in terms of fees, transaction history, and wallet security to feel confident using financial features..

Moderation Tools Must Scale with Growth: As user-generated content increases, so does the moderation burden. Admins required smart filtering, flagging, and user management features to ensure the platform remained safe and well-organized.

One Size Doesn’t Fit All: Different user groups had varying goals: creators wanted fast content publishing and earning insights, while small businesses needed brand visibility and post tracking. Designing flexible, modular features helped cater to both use cases.

Simplicity Drives Adoption: Users felt overwhelmed by technical language and unfamiliar wallet setup steps. Breaking down complex processes into guided, digestible actions was essential for engagement—especially among non-technical users.

Trust is Currency in Crypto: Users were hesitant to link wallets or transact without a clear understanding of what was happening. They needed transparency in terms of fees, transaction history, and wallet security to feel confident using financial features..

Moderation Tools Must Scale with Growth: As user-generated content increases, so does the moderation burden. Admins required smart filtering, flagging, and user management features to ensure the platform remained safe and well-organized.

One Size Doesn’t Fit All: Different user groups had varying goals: creators wanted fast content publishing and earning insights, while small businesses needed brand visibility and post tracking. Designing flexible, modular features helped cater to both use cases.

Solution

Designed a streamlined publishing and monetization system tailored to both creators and small business users.

Created a guided onboarding flow that simplified sign-up and Web3 wallet connection, using tooltips and progressive disclosure to ease non-technical users into the process.
Developed a centralized dashboard for users to publish content, track earnings, and manage withdrawal requests seamlessly.
Enabled users to manage account settings, connected wallets, and transaction histories with transparency and clarity.
Designed an admin interface that allowed moderators to approve content, handle reports, and manage user accounts with scalable tools for platform growth.

Design Solution

Design Solution - Web3 wallet connection

Results

Scalability:

Built a flexible system that supported a wide range of users, from solo content creators to small business teams, scaling seamlessly with growing user activity and content volume.
The admin tools were designed to handle increasing content submissions and user interactions without sacrificing performance.

Innovation:

The simplified onboarding and wallet integration flow reduced sign-up friction, resulting in a 25% increase in successful user activations.
Clear transaction feedback and wallet transparency boosted user trust and led to a 30% increase in wallet feature adoption.

Usability:

User testing revealed a 35% reduction in onboarding drop-off, with 88% of users completing setup without external help.
Feedback praised the intuitive dashboard, ease of publishing content, and the clarity of earnings and payout information.

Design Highlights - Admin, Authentication & Mobile

Conclusion

Reflecting on this project, I gained key insights that refined my approach to designing for diverse user groups and platform scalability:

Collaboration with Cross-Functional Teams: Partnering with engineers and business stakeholders gave me a clearer understanding of technical limitations and business priorities. This collaboration ensured that the wallet integration and admin features were both feasible and aligned with user needs.

Balancing Simplicity and Power: A major challenge was designing a platform that felt intuitive for creators while offering enough depth for business users. Navigating conflicting expectations required strong communication and validation through usability testing to show how the solution served both audiences effectively.

Commitment to Iteration: Early user feedback revealed gaps in the onboarding experience, particularly around Web3 concepts. Iterating on language, tooltips, and flow clarity was essential in making the platform accessible. This emphasized the value of user testing not just as validation, but as an integral part of the design process.

Reflecting on this project, I gained key insights that refined my approach to designing for diverse user groups and platform scalability:

Collaboration with Cross-Functional Teams: Partnering with engineers and business stakeholders gave me a clearer understanding of technical limitations and business priorities. This collaboration ensured that the wallet integration and admin features were both feasible and aligned with user needs.

Balancing Simplicity and Power: A major challenge was designing a platform that felt intuitive for creators while offering enough depth for business users. Navigating conflicting expectations required strong communication and validation through usability testing to show how the solution served both audiences effectively.

Commitment to Iteration: Early user feedback revealed gaps in the onboarding experience, particularly around Web3 concepts. Iterating on language, tooltips, and flow clarity was essential in making the platform accessible. This emphasized the value of user testing not just as validation, but as an integral part of the design process.

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