Ivan Keung's Portfolio

Overview

Background

Your digital identity in Web3 is fragmented. On-chain activity, social reputation, loyalty history, and financial credentials are scattered across platforms that don't talk to each other, and none of it is truly yours.

Moca Network was built to change that. The vision: a unified identity layer where everything you've done, everywhere you've been, and everything you've earned comes together in one place, owned by you and verifiable by anyone.

MocaProof is Moca Network's first product to bring this vision to life on Web3.

Goals

Design a gamified platform that makes digital identity feel meaningful, giving Web3 users a way to build, verify, and own their reputation across ecosystems, while driving adoption of Moca Chain and AIR Account.

My Role

Sole product designer, responsible for end-to-end design from concept through to shipped product. This included product thinking, UX flows, UI design, creative direction for the character design, development handoff and testing.

Time Frame

June to November 2025, approximately 6 months from design to launch

Problem

Design a product that establishes MocaProof as the home of digital identity, and use it to drive adoption of Moca Chain and AIR Account.

Direction came from top management, partly documented and partly verbal. How points would be calculated was never fully defined.

The core design challenge was one the team hadn't faced before: how do you make identity feel meaningful rather than mechanical? A simple task list, verify this and earn that, would work, but it reduces identity to a grind. We wanted MocaProof to feel like a reflection of who you are. But showing that meaningfully raised a second problem. If we surfaced a score or number, users would ask how it was calculated, and that wasn't something we could fully disclose. If we hid the number, we risked removing the motivation to engage at all.

Both problems were the same problem: how do you make identity legible and motivating, without making it feel mechanical?

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Ideation

With no precedent for what a digital identity platform should look and feel like, the early design phase was an open exploration. Three directions were explored consecutively, each building on what the previous one revealed.

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The foundation across all three explorations remained consistent: a credential marketplace across categories like influence, finance, loyalty, and activity. What evolved was how identity was surfaced and made meaningful to users.

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Simplifying the path to Web3

Web3 Onboarding

Enabling easy DeFi adoption

DeFi Aggregator

Your keys, your crypto

Recovery Phrase

Strategize to overcome crypto’s volatility

Track Coin

Make segments and take actions for your events

Attendee List

Identity that grows with you

Evolving Identity

Identity that grows with you

Turning abstract identity into something visible, motivating, and worth proving in the Web3 space

Overview

Problem

Research

Ideation

Testing

Solution

Outcome

Learnings

Conclusion