EXECUTIVE_SUMMARY
The promise of Web3 envisions a decentralized internet where users have more control over their digital selves, from their data to their interactions. It's a vision that's both revolutionary and technically complex. However, as groundbreaking as the tech may be, many projects building in this space are falling into a familiar trap: they're developer-led and, at best, believe they understand user experience (UX) but often do not; at worst, they neglect it altogether. This oversight can hinder user adoption and stifle the true potential of decentralized technologies.
The “For Us, By Us” Approach
Developers are the backbone of any tech project—their expertise brings concepts to life, turning ideas into functional products. In the Web3 space, where the technology is still maturing, developers play an even more crucial role. However, technical proficiency doesn't always translate to a deep understanding of designing experiences and interfaces for users.
Building for the Savvy
One significant reason for the disconnect between developers and end-users is that developers tend to build for people like themselves—technical individuals who are willing to invest time and energy to figure out how something works. This approach creates an echo chamber where products are tailored to meet the needs and preferences of a tech-savvy minority rather than a broader audience.
At the Expense of Others
This might work in niche communities, but it poses a substantial barrier to mainstream adoption. Most users are not developers; they need intuitive, straightforward solutions that require minimal effort to understand and use. When products are designed with only technical users in mind, they inadvertently exclude a large portion of potential users who could benefit from Web3 solutions and innovations.
The Coping Mechanism
To compensate for the lack of user-friendly design, many projects turn to marketing professionals or community managers to promote their products. While marketing is essential, it often only succeeds in reaching the same echo chamber of tech-savvy users who are already interested in the technology. Marketers in this scenario hope that the value proposition of the product is compelling enough for users to overlook the poor UX.
Missing the Point
However, this strategy has limitations. In the context of Web3, where concepts like blockchain, smart contracts, and decentralized applications (dApps) are still foreign to the average user, intuitive design becomes even more critical. A product that requires users to "figure out" how it works places an unnecessary burden on them. This can lead to frustration, decreased engagement, and ultimately, abandonment of the product.
Gathering the A-Team
To bridge the gap between complex technology and user-friendly applications, Web3 projects need to incorporate product people into their teams. This includes:
- Product Strategists: Individuals who understand market needs and can align product features with user requirements. They help flesh out a sustainable product vision, ensuring that the project not only functions well but also serves real user needs and has a viable path forward.
- UX/UI Designers: Professionals who specialize in creating interfaces that are intuitive and enjoyable to use. They make the product understandable and attractive, lowering barriers to entry and increasing user satisfaction.
- User Researchers: Experts who gather and analyze data on user behavior to inform design decisions. They help discover the real needs and problems to solve for users, making the product relevant and valuable. This role can be played by either or both the Product Strategist and the UX designer.
Overcoming Resistance
Despite the clear benefits, there's often resistance—perhaps more than mere shortsightedness—to bringing non-developers into the fold. Some developers fear that involving product managers, designers, and other non-technical professionals who have a say in the product might dilute its core focus. They worry that the technical purity or innovative aspects might be compromised.
The Product Trifecta
However, this couldn't be further from the truth. Product managers help flesh out a sustainable product vision, ensuring that the project stays aligned with user needs and market demands. Designers make the product accessible and engaging, which is crucial for user adoption. Developers, in turn, bring these visions to life with their technical expertise. This collaborative approach doesn't diminish the product's core focus; it strengthens it by ensuring the technology serves its intended purpose effectively.
Coming to Terms
For Web3 to achieve mainstream adoption, projects must move beyond developer-centric teams. By integrating product people into the team, they can create products that not only showcase technological innovation but also deliver exceptional user experiences.
This shift requires acknowledging that not all users are willing—or able—to invest significant time in learning how to use a new product. By designing with the end-user in mind, projects can lower barriers to entry and make decentralized technologies accessible to a broader audience.
Only then can the true potential of a decentralized internet be realized.