01

Introduction

02

User Research

03

Problem Define

04

Ideation

05

Design

06

Next Steps

A Web3 decentralised social platform empowering users with privacy control, content monetisation, voting, and co-construction donations.

UX Research

Design Process

UX Research

Design Process

01

Modern social media platforms are controlled by several key players in the capital market.

02

Our data are being sold and used to analyze our behaviors. We lost control of our privacy on the internet.

03

The wide use of artificial intelligence technology suggest posts, people, place, and trends that you might like. As artificial intelligence brings us convenience, our life is being controlled by it.

04

As social media infiltrate our lives with AI technology, it posits problems such as addiction, mental stress, and people might find themselves stuck in the “echo chamber”.

UX Research

Design Process

I researched how AI shapes our content exposure on social media to understand media platforms' impact.

Media platforms track user data

Tracking cookies

Facial recognition

Tag suggestion

Analyzing the likes

Agenda-setting: Social media lets political actors shape public attention.

Filter Bubble

AI-driven media amplifies bias and deepens societal polarization.

Fake news

Social media spreads unfiltered news, making viral fake stories seem true.

Confirmation bias: AI may push unreliable information, blocking access to authentic sources.

Secondary Research

To understand the target users, I conducted an interview with an focus group to learn the types of users on social media and their needs, and I categorised them into 4 types and positioned them on a matrix.

Focus group interview

Interview object

To learn how participants use their social media, the types of users they follow, and their followers.

Participants

8 social media users age between 20-35

What do you mainly use social media for?

How do you typically interact or engage with other people on social media ?

How would you categorize people you follow and your followers? What makes them different?

Target Users

01

According to the user’s purpose of using social media, participants categorize social media users as the sharer, the bonder, the influencers and the professionals.

02

The key parameters for categorizing these 4 types of users are professionalism and engagement rate.

Social media users matrix

The Bonder

The bonders are highly active on social media and checks their feed several times a day. Bonders put a great deal of importance on building and cultivating relationships.

The Influencers

The creators set trends.They use platform to express their thoughts and knowledge.Their followers look to them for the latest trends.

The Sharer

Sharers are thoughtful individuals who enjoy helping others by posting, sharing, and commening on social media. May not have substantial influence, but they are certainly capable of spreading the word

The Professionals

Professionals use social media to demonstrate their intelligence by sharing their stance on important issues and trends. Their followers view them as credible thinkers.

Functional requirements

Based on the secondary research and focus group interviews, I have identified the main functional requirements.

Decentralized

Built on blockchain.
Protect users from censorship restrictions
promote free speech and safeguard user data.

Direct connection

Instant, fee-free payments directly between users.
Users will be able to create content and monetize it effectively.
The token system works as an incentive for users to co-construct.

Feedback

Users can provide direct feedback to report issues/ suggestions.
Users can provide individual judgment or rectification to the content they see.
Users can initiate a poll or participate in a poll to make a collective decision.

Functional requirements

Web 3.0 is a possible future version of the internet based on blockchains. Blockchain is a digital chain made of blocks of information (data) hosted on a decentralized and distributed network of computers. It can’t be altered but it can be reviewed. Web 3 focuses on shifting power from big tech companies to individual users.

Creators

Decentralized apps based on blockchain

Decentralized

Participants interact directly

Permissionless

More devices, anywhere for anyone

Ideation

Augmented reality research

Augmented reality (AR) is enhanced version of the real physical world that is achieved through the use of digital visual elements, sound, or other sensory stimuli and delivered via technology”(Pete).

Unlike virtual reality, which creates its own cyber environment, augmented reality adds to the existing world as it is.

Augmented reality

Concept

AR glasses

Mobile phone

Building a Web 3 social media platform that is: decentralized and free from censorship;

Permissionless: Any user can speak out and voice their opinions and judgment.
Ownership: Users own their data, they can personalize their data disclosure level.
Decentralized: Users can have direct payment. More ways for users to monetize their content.
Co-construction: Users can decide platform policies using their voting rights. Users can apply for professional technical support to provide maintenance and update for the platform.

Stakeholders map

With the design concept in mind, I created a stakeholders map to illustrate the involved stakeholder groups and defined their roles and interest.

Content creation

Posting
Participating
Monetizing

Co-construction

Posting
Participating
Monetizing

Wireframe

With the guidance of design concept and stakeholders map, I designed wireframes that include create page, feeds page, co-construct page and setting page.