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2. Dean's list DAO is building a pioneering Digital Network State paving the way for the future
of decentralised work & collaboration in the Solana ecosystem and beyond. We offer
opportunities for our citizens to leverage their skills and create value on-chain by
contributing to our service-oriented products, while getting financially rewarded and
acquiring reputation within the network state and the broader Solana ecosystem at the
same time. The signature export of our Digital Network State is our feedback-as-a-service
product, which accelerates the user-feedback process for client protocols by testing
their dApp over a period of two weeks, accompanied by a workshop with the client team
and our power users. Our community of Solana power users actively reviews the client’s
website, application and social media pages and provides extensive feedback for
founders on how to improve the design and the UI of their dApp to create a better user
experience and foster user adoption.
The Underdog Protocol is a young but already promising protocol in the Solana
ecosystem, having won the Grand Champion prize of Solana’s latest hackathon,
Grizzlython. Demand for unique Web3 experiences is only getting started, and the
Underdog Protocol intends to catalyse and ride that wave by helping you harness Web3
composability and seamlessly integrate dynamic NFTs into your product or workflow, via
their Underdog API. With Underdog, you can mint, manage and update your NFTs all in
one place. Capture Web2 or Web3 data, combine it into an NFT, and the potential use
cases become endless: on-chain reputation system, evolving early-adopter NFTs,
minting soul-bound rewards – these are just a few groundbreaking tools that some
Solana dApps have already managed to build using the Underdog API.
Underdog recently pivoted from working on community reputation concepts and social
tokens to building this new flexible API. Changing your core business offering and
embarking on a new project means rebranding and defining your new user segment,
which were the key concerns that the Underdog team shared with us during our
workshop. Indeed, their uncertainty about their core customer segment was reflected
in the suboptimal UX and website design prior to their feedback session with Dean’s List,
as well as in the absence of a social media strategy. They came to the realisation that
their onboarding flow was very confusing and needed actionable user feedback from
the Dean’s List power users to help them figure out how to make the user journey easier.
After the session came to an end, all the feedback was compiled into an extensive and
comprehensive 74-page presentation. In this report, you will find the top feedback
elements that we believe are particularly relevant to protocol adoption and growth,
some of which the Underdog team has successfully implemented, while the others have
not yet been taken into account – and we will explain why we think they should still be
considered by the team. We analyse the feedback and improvements made (if
implemented), and deduct broader takeaways applicable to other crypto startups.
What is Dean’s List DAO?
What is the Underdog Protocol?
Why did the Underdog team come to us?
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3. Underdog is all about seamlessly integrating Web3 into our products and workflows to
enhance user experience. But while browsing through the Underdog website, our power
users found it did not quite match up with that vision. By enhancing the visual
experience of the website, Underdog could better capture potential customers'
interest. For example, this could be picking different colours, as white can be too
aggressive to the eye. But visual experience does not limit itself to colours and images:
the presentation of Underdog’s mission, features and use cases is also crucial to
onboard potential customers. Indeed, we thought there might be a better, more
intuitive way to unroll all the information on the homepage of the website so that users
do not have to click through all the buttons to read the information.
Presentation of Underdog’s services on their website, before DL feedback.
In the newer version of the Underdog website, the three main features of the protocol
(API, Dashboard, Tools & integrations) are displayed with a concise description, and users
discover them in an intuitive way by simply scrolling through the page. It should not take
users more than a few seconds of reading to get a sense of what Underdog does more
specifically, and we believe they have successfully achieved that. The first impression we
get from the website has changed from “NFT infrastructure” to a 3-in-1 NFT starter kit that
Implemented user feedback
Optimising the visual experience on the Underdog
website
Prior to Dean’s List feedback
After Dean’s List feedback
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4. quickly and seamlessly integrates Web3 experiences into your protocol. Much more
comprehensive and catchy!
Reworked version of the Underdog website, after DL feedback.
Presenting information in a concise and accessible way helps customers navigate a
website more intuitively without missing out on any key info that might be helpful on
their user journey. It starts from the landing page, where the first thing new users see
should already give them an idea of what to expect from the protocol without too much
text or awkward sentences and font styles. If the project’s mission and services all
appear in the home page, it should unfold like a coherent story from top to bottom. As
one of our power users said, “You know your product, but they don’t.”, therefore, if you
want new users to harness all the potential of your protocol, you have to show them your
vision. We believe that the presentation of your product is something teams should not
neglect, as it plays a big role in retaining customers, and fostering adoption of your
product.
Your website is the gateway to your protocol: as such, you should focus
on conveying your product’s use cases in a concise and impactful way, and think of how
to create the best visual experience (colours, fonts, but also navigation across the
website) in adequation with your project’s mission and area of interest (Web3).
Takeaway:
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5. Social media presence is of vital importance for Web3 protocols, since social platforms
such as Twitter have a wide community of Web3 enthusiasts. Dean’s List feedback
services also extend to reviewing client protocols’ social media accounts, where our
power users leverage their experience using social media to help projects improve their
communication strategy.
While exploring Underdog’s Twitter page, we found that their tweets lacked structure
and consistency. Regarding the content of the tweets, we advised the team to find a
simple and impactful message for their marketing strategy: while presenting yourselves
as an NFT infrastructure may sound boring and not specific enough, writing your tweets
with a Web3 starter kit theme would be more comprehensive and appealing. Regarding
the style of the tweets, our power users found that the tweets were a little all over the
place, from simple “gm friends” tweets to broader Solana ecosystem-related tweets,
with other tweets gave readers potential “alpha”. We recommended the team to find a
specific tone or format and stick to it: this could be an educational format, or a “degen”
tone, or more technical/developer-oriented.
An example of tweets from the Underdog Protocol, before DL feedback.
Drafting an efficient social media strategy for
Underdog
Prior to Dean’s List feedback
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6. Fast-forward to the end of July, and we now see that Underdog’s tweeting style has
much improved, and is also reaching a wider audience much faster than older tweets.
We would like to think that adopting a more professional tweet format played a part in
them progressively getting more engagement. The most recent tweets now have an
educational/tutorial format, drawing readers’ attention with a short catchphrase that
quickly gives us an idea of who they are talking to, and what kind of utility the tweet
offers. The tweets also point to all kinds of resources (websites, videos, GitHub
repositories etc.), which is a great nudge for readers who may have been interested in
the content of the tweet and would like to learn more.
An example of higher quality tweets from the Underdog Protocol, after DL feedback.
Social platforms such as Twitter can be very effective as a channel for advertising your
services to a Web3 audience, so in that regard, the content and style of your tweets
should be considered of great importance. As pointed out by our power users, you
should define a strategy to reach out to your potential customers, and this may include
polishing the presentation of your social media accounts (profile pictures, banners and
biographies), defining a certain tone and style for your tweets that is in adequation with
the nature of your services and the user segment you are targeting, and down the line
elaborating metrics to better track your customer acquisition costs. Nudging readers
to start interacting with your protocol with links to your website and other relevant
resources is also extremely important to capture the attention of potential users who
may have a short attention span on these social platforms with endless content to scroll
through.
After Dean’s List feedback
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7. Having a well-defined advertising strategy on social media platforms is
essential to boost the adoption of your product, especially at an early stage of
development, when your project has not yet acquired a certain reputation. Teams
should start by reminding themselves of their target customer segment (who their
social media posts will be talking to), and the value they are bringing to them with their
services: with both of these things in mind, figure out the ideal format for your tweets
to expand your reach.
As a user, there’s always the question: why would I pay for this if you can use any other
existing free tool? If it doesn’t simplify, or embellish, or improve the process, there’s a
problem. It’d be very helpful for you to find a way to clarify that in the main page and in
the app, first of all, to your main target customer, then to everyone.
The landing page of the Underdog Protocol website, before DL feedback.
Takeaway:
Improving the communication of Underdog’s mission
to potential customers
Prior to Dean’s List feedback
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8. The team decided to change the message. ‘‘Mint. Manage. Update.’’ is what the
customer sees when visiting the landing page. Three words are enough. The message is
clear and the customer now knows what they’re getting. That immediately points out
Underdog’s uniqueness since there is no other platform offering the same or similar
service. The phrase ‘‘Digital collectibles made simple’’ is too lengthy, and its meaning
remains vague, lacking specificity to capture the user's attention effectively.
Consequently, after incorporating the valuable feedback, significant improvements
have been made to the website and the product, resulting in a noticeable upgrade.
The reworked landing page of the Underdog Protocol website, after DL feedback.
To address the user's concern of choosing your paid service over free
alternatives, clearly communicate the unique value proposition of your platform on the
main page and app. Emphasize how your project simplifies, enhances, or improves
processes for your target customers. Clearly demonstrating the added benefits will
appeal to users, leading to increased adoption and retention.
When the users clicked on the "Documents" section, they expressed feeling
overwhelmed. They had hoped to find the whitepaper or some blog posts but found
After Dean’s List feedback
Takeaway:
Helping low-code users understand the Underdog API
Prior to Dean’s List feedback
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9. themselves wading through intricate details. They believed that such complexity could
deter others who are trying to get a feel for the platform before fully engaging with it.
The users recommended that the content should be made more comprehensible by
simplifying the language and making it accessible to those who might not be familiar
with technical jargon. The goal is to facilitate easy understanding of the platform's
unique features, making it more appealing to potential users and contributing to the
growth of the user base. The suggestion was to give it a try, as it might surprise how
much difference it can make.
The documentation has undergone significant improvements, becoming more concise,
precise, and user-friendly. It now serves as an invaluable resource for users to gain a
comprehensive understanding of the platform and effectively utilize its features.
Underdog, a platform made for both developers and non-developers, has made strides
in enhancing its documentation, making it seamless for users to navigate and explore
without any confusion. With the updated documentation, low-coders can confidently
and effortlessly make the most of the platform's offerings, unlocking its full potential
and ensuring a delightful user experience.
Simplify technical jargon and make the language more accessible to
potential users. Avoid overwhelming them with intricate details. Consider providing a
clear and concise overview of your platform, emphasizing its unique features and
benefits. This approach will make it easier for individuals unfamiliar with the technology
to understand what sets your project apart. By presenting information in an
approachable manner, you'll attract more users and foster greater interest in your
platform.
After Dean’s List feedback
Takeaway:
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10. Web3 is still at its infancy, and one of the current main challenges of Web3 protocols is
minimising friction for its users. As we mentioned in the introduction, the Underdog
team was already aware that its onboarding process needed to be reworked, this is also
something our power users had remarked during the feedback session, and suggested
two main ways to reduce friction. First, adding short explanations and videos simplifying
the technicalities of the API to allow users with absolutely no coding experience to fully
grasp the scope of action of the Underdog API. At the time of testing, we felt like we had
to read the documentation to move forward and understand most of what the API
enables us to do. Second, scrapping the Devnet trial and having a simple and limited
free trial on Mainnet instead.
Documentation should serve as additional resources to go deeper into the
fundamentals of the API, but it shouldn’t limit users with zero coding knowledge from
understanding the full potential of the API: this is a major factor for friction. Quoting one
of our dApp testers, the Devnet trial also creates unnecessary friction for anyone trying
the application for the first time. Especially now that the Solana Mainnet has been live
since early 2020, most Solana users are not familiar with the Devnet, and may encounter
errors when transacting with the application if they have not switched their wallet to
Devnet mode prior, which Underdog does not even remind us to do.
During our workshop, one of Underdog’s co-founders explained that the way people are
going to interact with the Underdog application is going to be different based on their
user persona. However, at the moment, we found that overall, the onboarding on the
application is still not properly adapted to no-code users. Even though the current
version of the application is usable by no-code users, the lack of onboarding makes it
seem like the Underdog team ultimately decided that the core user persona for
Underdog are developers. And here we are again: this loops us back to the notion of core
customer segment mentioned in the introduction, and underlines how important it is to
define it before even thinking of user journey and business model. The user persona is
the main pillar of your protocol and your business model: if they are not all aligned, it will
be a major hindrance to the growth and adoption of your product.
In order to minimise friction within your protocol, you have to make
sure the user personas (Who are they? What are their skills? What do they need to do?
Their pains & gains; can be one or many personas) have already been framed before
even starting to build. Once you believe you have found a user problem or need to solve,
defining your user personas is the next essential step to take. By doing so, you ensure
Non-implemented user feedback
Enhancing the onboarding process for non-developer
users
Problem reported by our power users
Our perspective on the matter
Takeaway:
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11. that you are truly building your product for your customers, and that your vision is
properly aligned with their needs, thereby minimising user friction.
One of our power users recommended that when someone wants to buy Underdog’s
services, they have to use Stripe. A potential customer may want to remain anonymous
and therefore may not prefer using a credit-debit card. They also recommended, the
team add a Web3 way for the customer to buy the product, like Coinable or Sphere
which are Solana based Web3 ecommerce platforms that allow creators to sell goods
and services. Since it's a subscription system, the user could be notified through Email,
Dialect or Notifi about their subscription status.
While feedback is valuable and essential for improvement, not all feedback is equally
valuable or useful. Sometimes, feedback may come from individuals who may not fully
understand the vision or goals of the startup or who may have conflicting interests.
Sometimes it’s just not the right time to make an update or it’s the right time to focus
on something different. Attempting to address every piece of feedback may divert
resources from crucial tasks, affecting the overall progress and growth of the startup.
Founders should trust their instinct because they are the ones who
have the deepest understanding of their product or service. They are driven by their
passion and vision, which may not always align with the opinions of others. While
feedback can provide valuable insights and help identify potential issues, founders
should remember that not all feedback should dictate the direction of their project.
Problem reported by our power users
Our perspective on the matter
Takeaway:
Prioritizing progress: navigating contradicting
priorities in your startup’s development
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12. As you venture into this dynamic and innovative space, receiving feedback from the
community will undoubtedly play a crucial role in shaping your startup's success. Here
are some valuable pieces of advice to help you implement community feedback and
build exceptional products that resonate with your audience.
First and foremost, embrace feedback with an open mind and a receptive spirit. Your
community's input is a precious gift, providing you with insights, perspectives, and ideas
that can elevate your product to new heights. Actively seek out feedback through
various channels, engage in discussions, and create a welcoming environment where
your users feel heard and valued.
Secondly, prioritize and analyse the feedback you receive. Understand the pain points,
desires, and expectations of your users. Identify recurring themes and focus on the
most impactful suggestions that align with your startup's vision. Remember, you can't
please everyone, but by addressing the most critical concerns, you'll create a more
meaningful impact.
Lastly, foster a culture of continuous improvement. Building on Solana grants you
access to the fastest and most scalable platform. Embrace this advantage, and
regularly release updates to incorporate improvements. Show your community that you
value their participation and that their voices make a genuine difference.
As you work on implementing feedback, maintain a balance between innovation and
staying true to your unique proposition. While feedback is valuable, always trust your
team's expertise and instincts. Innovate and iterate, seeking the sweet spot where
community-driven enhancements blend seamlessly with your startup's originality.
By collaborating with Dean's List DAO and its community of power users, founders can
expedite the user-feedback process, and gain valuable insights and perspectives that
they may not have considered before. Our community has experience in providing
feedback that explores new features, and enhances the user experience, interface, and
overall platform stability.
Conclusion: advice for founders
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