Mask Network - Web3 Social App
A web3 social app with embedded crypto wallet that bridges web2 users to web3.
Overview
Mask Network was a successful desktop browser extension that allowed users to encrypt posts and interact with Web3 on Twitter/Facebook. However, the ecosystem was missing a massive chunk of the market: mobile-first social media users.
My role
UX Designer
Timeline
2021-2022 (0-to-1 Product Launch)
Problem
Web3 fails to meet users where they already are.
While 3.07 billion users actively browse social media on mobile devices, Web3 onboarding remains notoriously high-friction, forcing users to leave familiar Web2 platforms to interact with decentralized applications (dApps).
The 0-to-1 problem:
How might we translate Mask’s desktop browser extension into a seamless, standalone iOS/Android app without disrupting the native Web2 social browsing flow?
Problem Discovery
User interviews
Before sketching any interfaces, we conducted Generative User Interviews (6 participants) with casual Web2 social media users to analyze their mobile browsing habits and baseline crypto awareness.
The Goal: Uncover user mental models regarding data privacy, wallet safety, and social interactions.
The Discovery: We found that users expected an immediate, fluid scrolling experience. Any sudden technical demand (like setting up a crypto wallet) would trigger high-stakes anxiety, breaking their natural browsing flow and causing immediate abandonment.
Persona based on interviews
Design opportunity
Bring web3 to users' existing browsing flow
How might we enabled users of web2 social platforms such as Twitter and Facebook to engage with Web3 without leaving their existing content?
An app that integrates with web2 social platforms such as Twitter and Facebook.
On the app, users can interact with web3 content while browsing web2 social platforms without being redirected.
An embedded crypto wallet, enabling users to complete web3 transactions directly on web2 social platforms.
Solutions
Managing cross-platform social posts in one app.
Easily connect to web2 socials such as Twitter and Facebook and even more.
Embedded web3 wallet
An embedded web3 wallet ensures that the user could interact with the web3 applications. It is a self-custody decentralized wallet.
Direct web3 interactions on web2 feed
Directly in the app, users can interact with the web3 applications, have a smooth experience interacting with the web3 applications with no fragmentation.
Better UX for web3
Convenience versus security
One interesting point of this project is whether we should force the users to back up their mnemonic words.
In our app, users have one set of mnemonic words for their web3 persona (web3 social account). They have another set for their embedded wallet.
For users' security, it is essential for them to back up their mnemonic words, as such information is not stored in a centralized company server. Their web3 info and money could be lost forever if they don't store them properly!
First version
Discussing with our pm and other designers, at first we really want to make sure that they users safely store their mnemonic words. We prioritized security.
We prototyped a version that the users have to type the 12 mnemonic words by hand to verify so that they are forced to store them safely, which took too much time.
To shorten the time, we designed another version where the users only need to tap and select each word, an imporvement from typing.
We tested it, it is still not convenient.
Second version
To improve on the first version, we simplified it. Users only need to tap 3 words in the correct order to verify that they have written the words. It shortented the time to verify.
However, as we tested with the users, we found that it could be better to allow the users to skip the verification process. Yes, skip it.
The users can back up later, if they want to see their mnemonic words and write them down. This however, increases the risk for the users.
Balance between convenience and security
Striking a balance between convenience and security, the improvements for next step is to allow the users to skip the verification processs.
When they connect Twitter to Mask app, they would be automatically created a mnenomic phrase for their persona and a mnemonic phrase for the wallet. A reminder will be set up every week to inform the users that they haven't backed up.
In this way, it makes it more convenient for the users to login and experience web3 applications. The reminder also ensures that the users should take their security in consideration.
Business impacts
The app was launched in 2021 in app store amassed considerable downloads (10k+). It introduced a lot of users to web3 applications, with this app, they can interact with web3 applications directly on web2 platforms such as Twitter and Facebook.
Launched in 2021
10k+ download
Going forward, team was also discussing about switching to web2-like custodial wallet, where the users do not need mnenomics at all.
The balance between convenience and security is always an intresting topic for web3 UX and this project is a foundation to further explore bring better UX to web3 users.
Next project
Vision Care
