veBetterDAO

A tablet-first platform for coaches to create and deliver smarter training routines.

A Web3 ecosystem where users earn crypto by completing sustainable actions through a network of apps.

VeBetterDAO is a governance and rewards platform built on VeChain's blockchain, where users earn crypto tokens by completing sustainable actions through a growing ecosystem of apps.

Client

Vechain / veBetterDAO

Year

2024

Role

Product Design

UX Design

Framer implementation

Industry

Blockchain and sustainability

Blockchain and
sustainability

Blockchain
and sustainability

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Role & Scope

My role spanned two fronts: contributing to product and information architecture decisions for the governance platform, and leading the implementation of the marketing website in Framer.

The challenge

The project came with a layer of complexity that went beyond design: neither our team nor the client had a
shared language yet.

VeChain had a clear vision, but translating blockchain-native concepts — DAOs, token allocation, on-chain voting — into interfaces that could feel approachable to non-crypto users required first understanding that world ourselves.
We spent the early weeks doing deep discovery: reading the whitepaper, interviewing stakeholders, mapping the ecosystem, and building mental models from scratch.

That learning process was as much a design challenge as any wireframe we produced.

We spent the early weeks doing deep discovery: reading the whitepaper, interviewing stakeholders, mapping the ecosystem, and building mental models from scratch.

That learning process was as much a design challenge as any wireframe we produced.

Visual Design and UI

One of the core design tensions in VeBetterDAO was aesthetic: most Web3 platforms lean into dark interfaces, dense data, and a visual language that signals technical sophistication. VeBetterDAO needed something different.

The platform's identity was grounded in sustainability and environmental impact, and its audience included users who had never interacted with crypto before. That shaped every visual decision, from the color palette to the tone of the UI components. The goal wasn't to look like a DeFi product. It was to feel approachable, purposeful, and alive.

Working on site

Midway through the project, VeChain invited our team to work onsite with them for a full week in Dublin. That time together shifted the quality of the collaboration significantly — we ran workshops, aligned on open decisions, and built the kind of trust that's hard to establish over video calls.

Later, we were also invited to The Hive, VeChain's annual flagship event in San Francisco, where VeBetterDAO officially launched on mainnet. Being present for that moment, after months of remote and onsite work, gave the whole project a sense of real closure.

Vineet Singh

Director of Product, Vechain

"I am very satisfied with the team and the work they have delivered. The way they handled the urgent product and branding scope of work was very pleasant to see. They have shown quick learning and great creativity."