The Art of Product Design for web3 Startups | S1E3 The Optimism Show

In this episode of the Optimism Show, host Kris Gligoroski interviews Tani, a product developer and founder of Intelligent, a platform for tracking social metrics on Farcaster. They discuss the evolution of blockchain, the importance of user experience in product design, and the balance between utility and beauty in creating successful products. Tani shares insights on whether to bootstrap or seek funding for blockchain startups, emphasizing the need to understand the target audience and simplify the user journey.

1. Are you simplifying the user experience enough?
   Look at your product from the perspective of non-crypto users. How can you strip away technical jargon and create a seamless experience?

2. Is your product design balancing beauty with utility?
   Is your design serving a purpose, or are aesthetics overshadowing functionality? Ensure every design element enhances the user experience, not distracts from it.

3. Are your teams cross-functional?
   Do your designers, engineers, and product managers collaborate early in the design process? How can you integrate different perspectives to build a more cohesive product?

4. Do you need to raise funds, or can you bootstrap?
   Is there a critical reason for seeking funding now, or can you continue bootstrapping to maintain flexibility? Consider your business cycle carefully before deciding.

5. Are you building for users who don't have crypto wallets?
   If you're targeting mass adoption, are you designing with non-crypto users in mind? Starting from this perspective can open up your product to a wider audience.

• Guest Introduction: Tani, product developer for over 13 years, shares her journey from Web2 to Web3, her work with blockchain startups, and her role in creating Intelligent, a decentralized identity aggregator.

• Journey into Blockchain: Initially a Web2 product designer, Tani began exploring blockchain in 2016. By 2019, she had launched several blockchain-based products, including an NFT-related startup that gained traction.

• Palladium & Fintech Pivot: Tani co-founded Palladium, a Web2.5 fintech company simplifying crypto off-ramping. However, due to market disruptions like the collapse of SVB and FTX, the company had to pivot its business model.

• Intelligent’s Vision: Intelligent aggregates decentralized social graphs, allowing users to track engagements and build relationships across various Web3 ecosystems, including Farcaster. Tani shares how Intelligent offers a "God view" of user interactions across platforms.

• Challenges in Blockchain User Experience: Tani emphasizes the complexity of blockchain lingo (e.g., gas fees, wallets) and the importance of simplifying these terms for broader adoption. Companies should focus on seamless, user-friendly designs that abstract away the technology.

• Importance of Product Design: Balancing beauty and utility in product design is crucial. A minimalist approach with a focus on clear calls to action ensures a smooth user experience. Overemphasizing beauty can detract from a product’s core utility.

• Bootstrapping vs. Raising Funds: Tani discusses her experience with both approaches, advising founders to raise funds only when necessary to solve specific problems, and warns against losing flexibility when taking on investors.