Designing the future of creator publishing
A Web3 marketplace that helped creators package knowledge into reusable, monetizable learning experiences.
Owned product strategy and experience design across publishing, discovery, and monetization.
WEB3 CREATOR MARKETPLACE DESIGN / PRODUCT STRATEGY / CREATOR ECONOMY
PRODUCT
A Web3-powered marketplace for publishing and collecting multimedia learning trails.
ROLE
Led product strategy, UX, information architecture, creator tools, marketplace systems, and design direction.
VALUE
Established the core product model, creator workflow, marketplace mechanics, and interaction framework that guided the MVP.
THE PRODUCT OPPORTUNITY
Helping creators publish knowledge, not just posts
Most social platforms optimize for short-lived content. We explored whether creators could instead publish structured, reusable experiences that audiences could discover over time, follow step by step, and ultimately own or support.
The challenge was balancing familiar publishing patterns with entirely new concepts like ownership, collectibles, and creator economies without overwhelming first-time users.
Discover. Help people find meaningful content through interests, communities, and creator recommendations.
Create. Enable creators to build flexible learning experiences using text, media, and web content.
Grow. Create sustainable incentives for creators through ownership, collections, and community participation.
MARKETPLACE SYSTEM
Designing the complete creator lifecycle
Rather than focusing only on publishing, the product connected every stage of the creator journey: from creating content to discovery, community engagement, and monetization.
The marketplace model encouraged high-quality contributions while giving audiences meaningful ways to participate beyond passive consumption.
01
Create
02
Publish
03
Discover
04
Earn
PRODUCT EXPERIENCE / DISCOVERY PHASE
Building one connected ecosystem for creators and audiences
Using Jobs-to-be-Done and value proposition mapping helped prioritize product capabilities before defining features. This process clarified which problems mattered most for creators, followers, and the marketplace ecosystem.
LOW-FIDELITY UX
Mapping the trail experience before the interface found its visual language
Early wireframes focused on validating information architecture, navigation, and user flows before investing in visual design.
Each surface supported a different stage of the creator journey while maintaining a consistent interaction model across the platform.
FLOWS / PRIORITIES / FEEDBACK
What we validated
EARLY FLOW CHECKS
Discovery hierarchy
Creator onboarding
Publishing workflow
Collection mechanics
Marketplace navigation
Community interactions
CONTENT CREATOR SYSTEM
Designing a publishing system that adapts to every creator
Rather than designing individual screens, I focused on creating a publishing system that could support many types of creator content. Every trail was built from reusable content blocks, such as text, video, audio, web embeds, and media, while maintaining a consistent navigation model across desktop and mobile.
The goal was to reduce publishing complexity for creators while ensuring every trail felt familiar to consume, regardless of its structure.
COMPOSE / PREVIEW / PUBLISH
Flexible Trail Navigation
Creators organized content into sequential steps while controlling hierarchy, ordering, and progression.
Community Layer
Comments, reactions, saves, and sharing were integrated directly into each trail rather than existing as separate social features.
Embedded Web Experiences
External websites became first-class content blocks, guiding users beyond native media without breaking the experience.
Design Principles
KEY DESIGN DECISION
To support many creator formats without introducing new interaction models, I built a modular publishing system where content type changed, but navigation and behavior stayed consistent.
Modular by default
Every trail was assembled from reusable content blocks rather than fixed page templates.
One publishing model
The same workflow supported text, audio, video, embedded websites, and mixed-media experiences.
Preview as you build
Creators could validate the final experience throughout editing instead of switching between edit and preview modes.
System consistency
Navigation, reactions, comments, and marketplace actions remained consistent regardless of content type.
DESIGN LEADERSHIP /DESIGN SYSTEM
A design system that accelerated product evolution
Instead of designing isolated screens, I built a modular component system that allowed multiple teams to ship new experiences without reinventing patterns. Shared navigation, media controls, interaction states, and creator tools established a consistent language across desktop and mobile while reducing design and engineering overhead.
Design Systems
Cross-functional Collaboration
Scalable UX
PRODUCT STRATEGY
Defining success before designing solutions
Every major product decision started with measurable outcomes rather than feature ideas. Together with product, engineering, and community teams, I mapped business goals to user behaviors and defined the metrics that mattered—from creator activation to long-term retention. This framework helped prioritize work, align stakeholders, and evaluate impact after launch.
END-TO-END PRODUCT STRATEGY
Balancing the needs of creators, audiences, and the business
Leading the experience meant designing beyond individual screens. The platform had to create value for creators publishing work, audiences discovering it, and the community systems connecting both.
VIEW · CREATE · CONNECT
01 / AUDIENCE
Make discovery feel effortless
Designed recommendation flows, lightweight interactions, and viewing experiences that encouraged exploration while reducing friction from first visit to active participation.
02 / CREATOR EXPERIENCE
Turn creation into a repeatable workflow
Built flexible publishing tools, reusable content structures, and monetization touchpoints that empowered creators while keeping the experience scalable for future product growth.
03 / COMMUNITY & GROWTH
Create feedback loops that reward contribution
Introduced reputation systems, social interactions, and ownership mechanics that strengthened engagement, encouraged return visits, and increased the value of every published story.
MOBILE PRODUCT STRATEGY
A mobile experience built for discovery, creation, and storytelling
Mobile wasn't simply a companion app, it became the primary touchpoint for both creators and audiences. Every interaction was designed to shorten the distance between discovering inspiring content, engaging with a community, and publishing original work.
The result was a product that supported exploration, learning, and monetization within one connected ecosystem.
Mobile Experience
Creator Economy
KEY OUTCOMES & PRODUCT PRINCIPLES
Building a marketplace meant designing the entire ecosystem
Building Campground required designing an entirely new product category at the intersection of publishing, marketplaces, and Web3 ownership. The challenge wasn't creating better content tools, it was aligning creator incentives, discovery, monetization, and community into one connected ecosystem.
Start with the ecosystem, not the interface.
Design incentives as part of the product.
Prototype the business model, not only the UI.
Build systems that scale with creators.
NEXT PROJECT / 04
HP: Designing a Scalable Design System
DESIGN SYSTEM LEADERSHIP · ENTERPRISE SCALE