 Thank you everybody for coming and this year was really interesting. We had so many amazing submissions and we're really excited. The judges delivered it till maybe 2 a.m. yesterday so it was really really tight this year. One of the criteria is that we're going to discuss in the panel. This session is a little different from last year. We're going to have a panel with the judges to discuss kind of the state of UX and design as well as and we'll kind of touch upon all these points of the criteria. And our judges I'm really excited to introduce. We have Benny from CryptoKitties and Dapper Labs and then we have Alex from Coinbase joining us from Product Design. And then Gramew and we're actually really excited to bring back Arjun. Arjun was the winner, one of the winners of last year and so they're coming back as a judge and it's really great to see how far everyone has come. And Gramew, the UX design director is not here today but we have Julian who is one of the co-founders of Arjun. Cool, so we're gonna start this panel just kind of talking about where are we in the state of UX. I know we've been talking a lot about UX and design but coming from such product oriented and you guys have quite a suite of products. You have Hopper, you have Coinbase Pro, you have you guys have a new blockchain now. So Ben, you start with a little bit of where you think we are in the design space specifically in Web3. Yeah, it's very interesting. Coming from the game space we have almost more than 50% of the company is focusing on the game studio side. So designing UX and UI for games is much more different from DeFi. Fortunately we spend a lot of time with our top players of Crypto Pities and Cheese Wizards, our new game and we get to learn a lot about the different pain points that they have and the pain points that gamers have or blockchain gamers have is very different from somebody who wants to make a compound loan or use Coinbase. They have a higher expectation of the flow being extremely smooth and so that's kind of like at least from the game side what we think about a lot. Yeah. And what are some of the things and maybe you guys can kind of come in the things that we're doing right and what things we're doing wrong maybe Argent, you guys can start as well. That's a great question. I think we are starting to do a lot of things right. I think maybe to compliment your first question I think this is a very exciting period because the blockchain and Ethereum is still a young technology and I think we are gradually reaching outside of small crypto bubble and I think a lot of that capability is done through improving the user experience. I think especially from Argent it comes from the technology and I think we try to solve problem by the technology first thing but I think this is really an exciting time because we get to show this amazing technology to the outside world while still maintaining its core principle and I think this is something that is very important is to being able to reach to people that may be less tech savvy but still maintain our core principle about decentralization. I mean Ola you're kind of the design product design representative here. What are some of the design opportunities that we've had and what's going on in the space? I echo what you said. Having sat through UX audits I think we came a really long way from you know early big decentralized products that were very much focused on exploring the technology to building more and more user friendly user focused things. We are as comp like you guys as companies we start to focus more on basically solving user needs finding the good copy creating good mental models. I think we still have some challenges to overcome. We still sort of I see projects designing for just a fan of technology but I think we're going in a good direction of putting the user first and having the user introduce like being able to introduce the user to the crypto. So going towards that in your company you guys have kind of one of the most well-adopted in kind of products with well-adopted features so what does design look like in your process there's a lot of kind of as we saw from the UX audits a lot of teams that come in and we're like we don't have a designer we don't know what to do so how did that start from you guys and how does that grow currently in the current state? I think for us design start by thinking about the user so in everything we do we first really focus on the user and to give an example when we started Arjen we're thinking about you know how to manage your account or your keys and we really try to think what's a user experience that people actually understand people outside of our bubble and we realize that the user of the experience of banks for example we may not like banks traditional banks but the idea that if you lose your credit card you lose your wallet you can actually call your bank to get a new one we kind of felt that this was a mental model that that users would understand and so we tried to replicate that first using the technology that's why we build a smart contract this wallet and then adding a layer of UX and design on top of it so for us really the starting point is the user trying to solve the problem for a user then we use the technology and then we use shiny button good design you know flows and stuff like that but I think the starting point is really to start from the user one traditionally I think in an ecosystem where people are very tech savvy we tend to start from the technology we build a cool technology and then we think okay you know how will the user use my technology I think the paradigm we need to be shift you should be okay I solve a problem for users and then find the right technology to solve that yeah you're kind of going touching upon the next question here about users and although we are having this really interesting conversation around how how are people do you find your users and and how do you define who your user group is so you know as you know Coinbase has a portfolio of different products and I both cast of yellow and not cast of yellow and I think what we're doing really well is kind of understanding that none of our not an entire group of our users is the same so we kind of funnel them into different into different places and with having that in mind we actually do talk to our users very early as well we I mean we just had this discussion of like it is a lot of teams say that it is very difficult to find a user group without breaking their privacy and I claim the opposite it's just you basically need to hustle a little bit and reach out to your community and reach out use different platforms ask people to come to your office or just set up hangouts and just talk to your user understand what their pain points are understand what they kind of expect you will learn that maybe your initial assumptions are completely in a different place than what your users really think and I think in our case it's one of the things that big that builds the biggest advantage in how we think about our product then I'm excited to hear your answer because I've talked to your design team and you guys have just started unraveling research and reaching out with cheese wizards what does that look like for you guys so cheese wizards stand from us being in a room and thinking about what is the next weirdest thing we can build both from a technical standpoint of building a battle royale blockchain game and the sense of mixing cheese with wizards so we have that kind of luxury of thinking creatively of you know what will take a loss and how can we kind of emanate that as a project then we kind of go through the step of building really fast prototypes that are off-chain and we like to test it we've done probably by now more than 10 play tests of cheese wizards internally and each iteration we kind of improve the way it looks the way the flow goes recently about three weeks ago we had the last final play test for cheese wizards on the rink B network it was pretty much it had most of the features that we are we have set the launch for next week and you know what we did was I built a battle cage inside of the office and curated duels between different people in the company and not only that we had the use the user research team that was sitting there and kind of asking questions and getting mapping out the user journey and their emotions through the entire process of going through the flow and from that we also we also sent a daily surveys to capture all the information from the team members we usually start with internal then we invite a core group of maybe a small sample size of external players to come and play and we do the same thing where we measure every day and see where we can improve and then that gets funneled to engineering and design then now we're at this point where we've been we have an open beta this entire week so we welcome the entire space here at DevCon and our community to play the game and we have on the website like any bugs or issues feel free to fill out the form and that's how we usually capture a lot of the information and funnel it up to design and engineering and then build those features inside of the game. I want to pull from that like that user research component of it that's been a big narrative this year at DevCon last year it was kind of like mass adoption mass adoption and before that it was like how do we understand and get to know our users better and so pulling from that we were just talking about market research versus design research and the team from cello said it really well which is with market research you might get 100 people and get 10 insights but with design research you get 10 people and get 100 insights so you're going super deep and taking that time to ask them how like not just questions about your product like questions around what how do you go about your your flow like your goal how do you get a person to finish that goal maybe it's like going to the bank okay what happens if you lost your money where do you go and that's doesn't have to be directly correlated to your product because you're not trying to tell them like this is the product that's going to solve your your needs if you don't know what those needs are yet so so kind of back to that let's go back to use like a usability and what i call the responsibility of the creator and so you guys have one of the biggest products you literally broke the theorem but but what do you guys find that for your users what do you guys try to do to protect them or give them kind of the space what's different in the way that you're creating product that you think about um Ola do you want to start you want to start go ahead so is it in comparison to how other blockchain games built games and the way that they built process or in comparison to DeFi or other wallets yeah it's hard because you guys all have so many different products so i would say i mean i think generally a lot of people are thinking about how they build the product so when you're building the product there's fundamental kind of design decisions in that you create while you're creating the product and that has to do with kind of the underlying user needs i think for me it's about of course you make choice when you design a product and you make choice on the app of the user but i think something that's very important is to inform the user about these choices and making sure you're not hiding anything so i think users have to make conscious choices and know maybe the compromise they are making some users are fine using a custodial service some users may not be so i think it's important that actually we educate not educate we inform the user about the choice that he's making and the trade-off that he may he may get from the choice that he's making i think this is something for us that's very important also arjan we believe that there is a border not to cross so there's some core as i mentioned some core principle that we don't want to compromise on and then after that all that goes on top of that is really a question of of informing the users and helping in making a wise choice because it's easy to to badly inform or to hide something and make decisions i think it's it's actually the ux is really responsible of that it's letting the user be informed about the choice that he's making yeah i want to pull that up pull from that and i will get to you because it's there's some ideas around the abstraction of information to avoid complexity for the user and so i know coinbase has pro you guys have the custodial non-custodial you guys have different kinds of users as well how does how's that structure for you guys and and what have you kind of seen and i think the as long as coming from the crypto community i would want to say that let's do i would want to believe that we should make users think it's not exactly how the product works and i think certain features are in the final existing financial system there for a reason so for example account recovery is there because you know we tend to forget our passwords we tend to do stuff that kind of work against us almost so you know thinking about these things as like features not necessarily the sort of old system but rather how can we help users sort of enter the crypto community through or crypto technology through maybe more evolution rather than revolution so we can in wallet for example we have the we allow users to back their crypto their security their secret keys through their google docs and there are there are solutions that are more decentralized and solutions that are more centralized the most important element for us is like knowing who our audience are and like making sure that we're going to protect them and at the same time give them the opportunity to do like to choose where which direction they want to go to i really like that idea of the evolution revolution i think we last year kind of we already see that evolution in terms of last year was like let's put out all the really big problems and the questions and we want to solve for really really big important things around banks and the system the centralization but the adoption that we see there and where that bridge we're almost there but we're trying to design for a user that's users that are not quite there yet they're not that knowledgeable i think that's a difficulty of the moment we are in is that this some kind of tension because you want to build for the next wave of users coming but we still want to be relevant today and so what people understand today is not what people will understand in the future and to give you a good example about that i have a good friend that i managed to convince to use origin and he was really excited to put his money into compound and so he don't lose origins and he used actually because we didn't have fiat to crypto on them at that point he used coinbase to buy some die then he wants to send this die to origin and then he's calling me and he's like dude i cannot send my my die to origin and i said yes look at that screen it says you can send erc20 it's like what's an erc20 so actually on coinbase he converted his die to ether so he could send ether and then on origin converted the ether back to die by the time he had done that he had lost like six or seven percent and he was like your product makes no sense and i think we're saying about understanding our users i think there's also a lot of feedback and we need to be able to listen to feedback so for example for us customer support is very important because we do user research we meet our users but actually listening to the feedback of the users is is all you learn the most because we make a lot of assumption of what people understand what people know that example for us was like of course nobody knows what's an erc20 so you know we need to make that explicit i think it's a i mean it's it's a silly example that i think it shows that as you to answer your first question we are getting there but we are clearly not there yet but the next way what about for you guys are working on and you guys have launched dapper as well and and creating the seamless experience for the types of users you have which are gamers and they're they're expecting a certain type of flow when we launched cryptocities at eave waterloo we basically had we did a lot of onboarding for metamask people came up to us and was like what is this can i download this what is gas and we sat down with tons of people helping them set it all up and as cryptocities grew really big we i think at one point drove nearly 200 000 downloads to metamask and a lot of these people would come to discord and we our discord basically became metamask support for a lot of these players who wanted to buy some kitties and breed some kitties and you could imagine the hundreds of thousands of questions that we have received from doing metamask support in our discord and that helped us kind of understand in a very full picture of all the issues that has arrived with private keys and with like the manual controls of gas and looking at the gas station and making the right selection and so dapper wallet we've been working on it for about nearly nine months now it's a smart contract wallet and it's built from the ground up in terms of rethinking how key recovery works and actually the dapper team the dapper wallet team is embedded in the nba team now the nba team as you know we're building a basketball game for 2020 and we have access to you know we have access to a lot of the fans and getting a deeper understanding of are these fans of nba even thinking about digital collectibles or true item ownership and as with anything that we do we always start off with the users as julian said and we have thousands of conversations on a monthly basis and that really helps us as a company get built this obsession of like hey this is not very good maybe we should change this right a prime example was we call smart contract wallets now or smart wallets it's a simpler term back i don't know six months ago everyone's saying multi signature or multi-sig and when we did user research people were just like what is multi-sig like what is a multi-sig wallet and what is a metamask and we even drilled down to each individual word that we use we invite people into our offices and we just get really blank faces all the time we're like oh okay they don't really understand this word and that really helps us like kind of sit in their shoes and design something from their perspective and so with dapper one of the things that we built was the subsidizing gas for the users so for if you play cryptic kitties or any of the dapper labs games or the dapper labs partners partners the people that your players don't have to worry about paying gas we've completely eliminated that and we actually even changed the word gas to network fee because through research people just like it very confused about like why am i putting gas in my wallet it makes no sense so yeah that's kind of all the reference points that we have as a company and so how we start the process of designing something that people could actually use yeah i want to think about that a little bit the one thing that i want to say is that design is not about design it's a building product is sort of like this this whole a whole that contains of like three parts business technology and design and when you take away one of it your product will not be uh you're basically going in the wrong direction you're probably there's a higher chance that you're going in the wrong direction and so what i really like about what we do at coin race is that the these three functions uh gathered together very early on in the before every feature every product that we start and we actually go through the market fit the technology and what do our users want sort of trying to balance the new products having that in mind and again design is not necessarily about you know pixels that you do it's it's the user experience that your users well i want to say experience but yeah but we'll go through when interacting with your product and i think we'll see a lot of that but i think going through the judging as well it's like there's so many amazing beautiful products um and and the judges are really good about what is actually useful what is the problem is there a problem that the product is solving and if so are they clearly figuring out the depths of that problem i think arjun for you guys you guys started with that problem right and do you want to touch upon that can you say that again uh did you want to do you want to say some repeat that sentence um with with kind of the starting with a problem part of it um you guys kind of formulate that you touched upon it earlier earlier in the talk for you guys how are you uh does that problem also evolve as people are getting more knowledgeable about the space or do you see that as kind of the core problem i think yeah what we think is that you need to build your product for users and it needs to solve a problem for the users so i think also in yeah in this space we are often excited about the technology but i think a lot of people outside of bubble do not care too much about decentralization they will not care about these these principles so we need to be able to find a problem that we solve for users i think people will come to the blockchain if it solves a problem that cannot be solved by different technology and i think it needs to solve it by a 10x factor at least for people to actually actually work that switch so clearly for the moment being a wallet you are solving a problem for the current ecosystem because most people don't know that but what we believe is that the blockchain will solve people a real problem for for all people of course i think that's the common vision that we are we are all sharing here so we are really trying to kind of anticipate this problem and for us it's about laying the foundation i think if you make that analogy between the blockchain and the internet for example at the early days of the internet people had to write common lines and you have to understand tcpip and and then suddenly people came up with the idea of a browser and then you have a nice interface and you click on button and then it becomes much more usable by by all people and i think for the internet the user is not but the the browser is not what make the internet go wrong i think it came afterwards it came by the fact that there was no native payment in the browser and so people had to go to to marketing and and ads and that's what kind of corrupted the internet but so i think it's it's also shows that by making the right technological choices now we are preventing i think our technology to go in the wrong direction in the future i think with the internet they made some mistakes and personally i think it becomes because of payment the lack of native payment in the internet stack and i think it is kind of our responsibility now to make sure that we build a technology that doesn't reproduce the same mistakes so without we're just wrapping up this panel thank you guys for sharing your insights now we're going to move on to the ceremony where we're going to be awarding the winners so first this year we've got the most adorable crypto kaiyu crypto kitties and they're physical trophies this time and they're actually with it nft and they have special powers which is ux invented in their genes so thank you for crypto kaiyu for participating and working with us on this we're excited you guys will see the trophies a little in a few and with that bennie is gonna sorry with julian is going to introduce the first winner so yeah i'm very happy to announce that the first winner is ramp instant i think ramp is a is a company that sounds a very complicated problem which is going from fiat to crypto and unfortunately i wasn't part of the discussion but i received their feedback but as they're you know as knowing the product i think what they do extremely wide what right and it's a value that we share is that they abstract the complexity of a very difficult problem without compromising on some core principle so they managed to maintain decentralization into the way they tackle fiat to crypto which is which is quite quite impressive okay with that i'll introduce hi thanks really excited to be here so at ramp we try to solve crypto onboarding and or at least a very important part of it crypto onboarding consists of first we think that it has two very important parts first is getting your crypto and second managing your keys there are many companies that manage your keys very well and we are pretty close to getting this problem solved but crypto onboarding with like actually purchasing crypto is still complicated so first it's complex think about going to a dab that you love and just want to use but actually having to go to a an entirely different interface in order to purchase your crypto think about the chair and with users if you are a dab that is actually targeting a mass user and trying to get crypto to mass adoption and then getting to send them or relating them to some third party website in order to purchase your crypto and then imagine how many of your users like normal typical users who are used to one click everything with churn and just turn away second it's intimidating so why do you need my passport why do you need my id why do you need my car license car driving license we also think that this turns away a lot of users who just want to casually try crypto for the first time and it also creates a lot of churn three it's time-consuming that's self-explanatory four it is scary we hear about crypto exchanges collapsing all the time and this is a problem that you can really solve with smart smart contract infrastructure so what we thought is to build an a crypto on-ramp built on smart contract entirely peer-to-peer and custodial less but really if you build some cool tech you need to think about the end users you need to base your development or on empathy it's not enough to build a cool tech you need to wrap it with an enjoyable user interface to create this delightful experience so first ramp instant is a widget that you can implement into your dApp today or if you run if you build a wallet we are also we are also we also think that this is a great way to onboard your new users into crypto so it a ramp instant becomes part of the flow of your dApp second with it connects with your bank and this solves kyc issues most of our users can do their purchases without scanning their license or passport three we let users keep control so we do not ask them for their credit card we do it via banking interface and every transaction needs to be confirmed by the user inside the banking interface you will see that in a moment and first and foremost it is based on smart contracts and maintains an escrow for each and every transaction that you initiate so you do not need to fear about your transaction coming through and it is not as scary as using a centralized exchange so when it comes to design process we thought that it is very important to actually talk with users and to do an interactive process when you prototype user test and repeat prototype user test and repeat and by the way there is a cool tip if you want to supercharge this process talk with deep work studio they structured our designing process charlie is there big round of applause to charlie and yeah so today you can enjoy ramp instant on your phone and on your desktop it is a standalone crypto onboarding app but you can also implement it into your DAB or wallet it's sweet it's very simple to use i hope we can we can get this video to work yeah it works so in this flow you connect to your bank account and you create an instant payment this instant payment gets initiated inside the actual banking app you authorize it inside the banking app and just after minutes the payment is confirmed and you can expect your crypto to reach your user within three minutes or less so that's ramp instant you can actually use it today go to ramp.network that's ramp.network or scan this QR code and we can get you ready to implement it in just minutes it's 17 lines of code very simple as decay we handle all of it liquidity regulatory and parts of the interface because we provide a widget that is co-branded with your brand thank you next we're excited for all that to introduce three bucks three bucks for that for the last three days we heard a lot this comparison of ethereum projects to lego blocks and three box comments component comments component is exactly that it's tiny inconspicuous block that has a little bit of technology ux and ui it's probably cannot bury the weight of your construction by itself but we think that in the you will find this component in a lot of projects in the future welcome and congrats cool thank you all right great the video is just gonna run hi i'm michael from three box at three box it's our mission to make it really easy to build better apps personally like we've been around the space for a while and just got tired of seeing dabs be limited to buy sell transfer and limited only to on chain interactions and so we saw that there was a huge opportunity for making more interactive applications with real-time data that lives off chain on ipfs and in distributed networks and so at three box we we built a system that enables devs to make better use of these p2p technologies to manage the data for their application and what you see here is a comments component like ola said it's the goal here was to make it as easy as possible to add a disgust like functionality to your application and you can drop this anywhere like basically on any website that has web 3 and some of the cool things that we did with it were trying to think of how we can handle authentication and how do you pass the web 3 provider to the component and so there are three options here which i think we're probably running through in the video but yeah you can log in directly to the component so the application itself on a global state doesn't need to handle the provider the component can accept the provider from the global application state and you can do that in two ways like one when the user first onwards to your site you can authenticate them to three box and what that does is it actually opens up a local ipfs and orbit db node right in the browser and syncs out and collects data from the rest of the network so it's local first it can run offline and just makes it super simple to get started like there's no extensions that users have to download or plug in it just runs and so you can see that there's also profiles on here so outside of the comments component three box offers three box js stk which makes it really easy to it provides a developer interface to add profiles distributed storage and messaging to your application and so this uses specifically the profiles and the messaging apis and so this actually wraps our three box sdk and also what's cool here are we use ethereum keys for authentication and signing but we have a did method a decentralized identifier method under the hood and so in the future we can extend this to all the different ethereum keys that you have across all of your different wallets while maintaining the same profile and the same data and then taking that a step further you can also think about extending that to other chains and other shards and you know even web 2 authentication methods as well so the goal is always to have data follow you around the web and not be trapped in any sort of centralized silo or service and three box actually lets you do that in a real way that's simple and so i'm excited that you're excited about the comments component we really hope that this is a useful tool and we're making other plug-ins so this isn't the only one we have a profile hovers plug-in which if you hover over these profiles here you'll see like a little modal that pops up kind of like twitter that shows you additional profile metadata and in a week or two we'll be releasing a chat box component plug-in and that really lets you add like a global site wide chat like a troll box to the corner of your site all built on p2p tech using our profiles and apis so super excited thank you um and look forward to chatting with all of you yeah and next we have benny introducing zarian all right who here has created a cdp raise and hence okay cool defy is the future but it's complicated because you have to create go over here for a compound loan you go over here for a cdp so we're really excited to announce the final winner which is zero on they've done a great job in making it extremely easy for you to create an account and go to all of these different defy services so we're really excited for them to be the winner thank you thank you benny hello it's it's really an honor to be here and we are super excited about zarian to present zarian to you i'm yuvgeny and what we believe in zarian is actually that users should own and control their assets and also we think that financial access should be universal so given that in mind we we have designed zarian to be first a non-custodial bank for defy and second it allows you to access all different defy protocols in a single place so i'm going to show you the demo of how zarian looks just like a typical flow that people will see while using zarian so first you you'll need to connect your any of your wallet we support all wallets like all mobile wallets and metamask and ledger then you can see all your assets on the account as an end and the performance over time we have integration with free box so it shows your free box profile on the top and yeah so then you'll be able to see all your uniswap pull tokens as well and we even have a mobile app that allows you to track your portfolio like your defy portfolio on the go next i'm going to show you how you can easily swap one ether let's say like to buy a hundred die through zarian and you can that happens through uniswap and and it directly goes to the uniswap contract you confirm the transaction in the wallet that you have connected and you can easily see how it's see like right now it's pending in the history tab we will show you all the history in history we show the transactions in a really user friendly form for instance like that's adding liquidity to uniswap or all the trades and like all you receiving money from other people so once it's mined you're gonna get a push notification as well and so this interface can act as a complete replacement of your like let's say my ether wallet or other things like that then once you get some die you can instantly go to compound and purchase and put money into compound to start earning interest right away that's again a super seamless flow yeah so this is mainly it about zarian come and try check it out yourself i hope you love it and uh yeah thanks thanks so much again thank you thank you and we wanted to give uh one runner up aragon they did win last year as from last year but we you've got to check out this great video the the mental models were exactly how users sort of expect them to be the copy especially like in bigger projects were so well um so detailed and so well thought out um that's all three of them like all three of them made a really great job in and made a really big pro with aragon example they made a really big progress in where they were a year ago so yeah i think that's maybe what the judges have struggled with the most was there's so many that applied last year and the progress that they've made and so aragon we definitely wanted to kind of showcase some of the new design systems that they they built so with that thank you everybody thank you to ethereum foundation and thank you guys all for sitting here and coming