Belong.net
UX/UI, art-direct
Belong.net is a Web3 event tokenization platform enabling users to create, gate, and monetize events and communities through smart contracts. Backed by Cointelegraph Accelerator, UC Berkeley, and partnered with tech giants like Microsoft, OpenAI, and Google, Belong serves over 80K Monthly Active Users.
I was responsible for ensuring a seamless UX experience for over 80K MAU, designing adn testing belong application, corporate website, and developing a cohesive brand identity. As Head of Design, I led a team of creative professionals, ensuring consistency across all design and product elements.
Challenge
Belong started in 2020 as a Web2 travel and social connection platform. As the NFT and Web3 ecosystems emerged, the app transitioned into a community and event platform built on blockchain. These shifts required:
- Two major rebrands and repositionings
- Realignment of user flows for different target audiences
- Structural UX changes with every product iteration
- Maintaining visual consistency across branding, web, and in-app experiences
- Designing for complexity (Web3 gating and smart contracts, wallets connection and automations, revenue models and gamification) with simplicity
My Role
I was responsible for design leadership across the entire product lifecycle:
- Led UX/UI design for the web and iOS and Android applications
- Rebranded the platform twice for different market phases (Web2 → NFT boom → Web3 utility)
- Oversaw the creation of the design system from scratch
- Conducted user research, usability testing, and analytics reviews
- Designed and maintained the marketing website and key landing pages
- Directed a cross-functional creative team (illustrators, 3D, motion, UX writers)
- Worked closely with marketing, developers, and founders to shape product positioning
01. Brand Positioning & Rebranding
First Rebrand (Web2 → NFT Communities):
The challenge was to shift from a general social-travel tone to a more hype-driven Web3 aesthetic without alienating existing users. I introduced a bold, expressive visual identity with NFT-culture-inspired elements (animated gradients, modular typography) and ensured alignment with early adopters in the space.
Second Rebrand (NFT Hype → Utility-Driven Web3):
As the market matured, we repositioned Belong as a utility-focused, event and smart-contract platform. I led the reduction of visual noise, moved toward a more professional, trust-building interface, and guided content tone from hype to clarity and reliability.
02. Product & UX Design
Developed responsive, intuitive interfaces for event creation, token gating, wallet linking, and community management.
- Created user flows that simplified complex Web3 interactions (wallets, token gating, joining gated events)
- Conducted user interviews with early adopters and event creators to map pain points
- Translated user journeys into wireframes, prototypes, and interactive flows using Figma
03. Design Systems & Scalability
To keep up with the product’s fast pace, I developed a living design system:
- Built a component library for Figma and synced with the dev team
- Created reusable UI patterns to speed up feature rollout
- Maintained color, spacing, and typography scales aligned with brand positioning
- Introduced atomic design principles for future-proofing
As Head of Design, I shaped the UX and brand direction while leading a multidisciplinary team across UI, motion, illustration, and 3D. In a constantly evolving product environment, I ensured design stayed aligned with shifting application focus through multiple redesigns, maintaining both usability and brand consistency while mentoring the team and setting clear industry standards.