A Web3 gaming platform built on Cere Network where players compete in NFT-backed challenges, earn on-chain rewards, and enter the decentralized gaming ecosystem through a single frictionless flow.
Client
Cere Network
Type
Web3 / Gaming
Role
Tools
Figma, Notion
Background
CerePlay is a consumer-facing gaming platform within the Cere Network ecosystem. It connects players, game developers, and NFT reward mechanics in one place — enabling anyone to compete, earn, and build an on-chain identity without prior crypto knowledge.
I joined the project at its second design iteration. A visual direction and basic wireframes already existed, but neither aligned with stakeholder expectations. I took ownership of the redesign — rebuilding the visual system from scratch and designing the platform's core acquisition flow end-to-end.
The Challenge
The existing design lacked visual consistency and didn't match the product's brand direction. There was no stable component system, and the most critical flow — converting new users from paid social into registered platform members with NFT assets — hadn't been designed at all.
The core tension: onboarding users who have no crypto background into a Web3 product, at the moment of highest motivation, without friction.
My Role
UI and visual designer, with primary ownership over the design system and all key user flows. I worked directly with stakeholders and the product team across the full redesign.
Visual System Rebuild
Before tackling individual flows, I rebuilt the component library and visual language from the ground up. The goal was a coherent gaming aesthetic aligned with Cere Network's brand — consistent across all platform surfaces and scalable for future screens.
Main Flows
Unlock Flow — Core Acquisition Journey
The primary flow was designed around a single insight: the best moment to introduce someone to Web3 is right after they've won something.
Users arrive via paid social or referral links, play a browser-based game directly on the platform, and receive a reward reveal. At that moment — peak motivation — they're guided to create a Cere wallet to claim their NFT. Wallet creation and platform registration happen in parallel, making crypto ownership feel like a natural consequence of playing rather than a prerequisite.
Leaderboard & Reward System
I designed a flexible reward architecture to support different campaign types: ranked prizes for 1st, 2nd, and 3rd place with unique high-value NFTs, and participation rewards for all players — lower rarity, accessible to everyone. This gave the product the range to work across different budgets and engagement goals.
Wallet Creation Flow
Embedded contextually inside the unlock flow, wallet creation was designed to feel lightweight and safe. Users are guided step by step — no seed phrase exposure, no blockchain complexity at the entry point. The flow only appears at the moment it's needed and never before.
Outcome
CerePlay shipped with a cohesive visual identity and a complete acquisition funnel — from paid social traffic to first NFT in wallet. The unlock flow became the platform's primary growth mechanism, converting casual players into registered users with on-chain assets.
4
Core modules unified under one UI system
5
Primary user flows designed end-to-end
1
Universal entry point — wallet connection across all modules
20+
Unique screens across all flows and states
