Turning abstract identity into something visible, motivating, and worth proving in the Web3 space
UX Research
UI Design
Data Analysis
Design Leadership
Overview
Background
Your digital identity is fragmented. Loyalty history, social reputation, 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. Our vision is to unify identity as one 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 positioned as the GTM product to bring Moca Network's vision to life on Web3.
Goals
Design a platform that makes digital identity feel meaningful, giving Web3 users a way to build, verify, and own their reputation across ecosystems.
How might we make a user's Web3 identity feel like something they own and care about, rather than something they accumulate?
At the same time, attract credential issuers, verified partners who publish credentials on the platform, who benefit from distribution, targeted reach to high-intent users, and a bot-resistant user base powered by zkProof verification.
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 2025
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?
Research
Objectives
Methodology
Recruitment
Key Insights
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.
Direction 1: Dashboard
A structured view of credential categories and accumulated points. Clear and organised, but felt closer to a report than an experience.
Direction 2: Bounty Board
A quest-like interface where users browse and pick verifications to complete. More energetic, but the interaction was gamified without the identity being so.
Direction 3: Gamification
Each verification you complete becomes a star. The more you verify, the more dots you collect, and the more of your personal constellation you can draw. Identity becomes something you map and own, unique to you. This direction introduced the idea that identity should feel personal and visual, not just accumulated.
Each direction got closer to something, but none fully resolved the tension between structure, motivation, and personal meaning. The dashboard was too static. The bounty board was too transactional. The gamification concept had the right emotional quality, but lacked a clear interface framework to build on and the build cost would be high.
The shift came when the team stopped thinking in terms of dashboards and started thinking in terms of characters.
What if your identity page felt less like a product screen and more like a character sheet from an RPG?
Credential categories became stats. Verifications became achievements to unlock. And the profile itself became a character that visibly levels up over time.
Gaming screens that shaped the direction
Direction 4: RPG Character Profile
This direction pulled together everything the previous three were reaching for: the structure of the dashboard, the energy of the bounty board, and the personal, visual quality of the gamification concept. It also gave the team a shared language for how identity should feel: earned, visible, and worth showing off.
It was this framework that led toward Mocat, a virtual companion already beloved in the Mocaverse community, as the character at the centre of the profile.
The foundation across all 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.
Testing
Solution
The final design placed Mocat at the centre of the experience. Rather than leading with a score or a task list, the profile opened with your Mocat, a living representation of your verified identity that evolved through tiers as you proved more about yourself.
Credentials were organised across four categories: influence, finance, loyalty, and activity. Completing verifications unlocked badges on your profile and exclusive access to partner perks.
Mocat's visible evolution gave users a sense of progression without exposing the underlying point calculation.
Social sharing closed the loop. Users could share their Mocat's current form or credential tiers, turning identity into something worth showing off without needing a leaderboard.
Outcome
MocaProof launched in beta on Moca Chain Testnet in December 2025. Since launch, the platform has accumulated over 51,000 verifications across 45 credential proofs.
51K+ credential verifications during beta, across 45 credential proofs on Moca Chain testnet.
15+ credential partners onboarded across influence, finance, loyalty, and activity.
8 partner campaigns launched in the first 4 months of beta with ~$87K in reward pools committed, including Nansen, Ethos Network, Pieverse, and Brett.
Some of the top verifications
Users began sharing Mocat profiles and credential tiers organically on X, validating social sharing as a driver of visibility and engagement.
Learnings
I'd help the team to define more concrete success metrics. Without them, every design review became a matter of taste.
Designing multiple concepts became the alignment tool. When the brief is vague, showing concrete options gets a team to consensus faster than any discussion.
This was my first time designing something that felt like a game. Coming from fintech products that lean cold and functional, MocaProof pushed me to think about emotion and progression as design tools.
Conclusion
Tight timelines and shifting directions don't have to stall progress. When the path forward isn't clear, design can be the thing that creates momentum, giving the team something concrete to rally around and refine together.
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