Project Title: DeeDee (Twitter account)
Applicant: Lex (clippy.near)
Grant Requested: 15,000 USD for the month of February.
Executive Summary
Let’s be honest, visual design in the NEAR ecosystem isn’t great. They are maybe a handful of well thought out brands and some good looking products, but the majority focus on the technical performance and they neglect the looks and the user experience. I identified this problem as soon as I entered the space, and thought -well I am going to fix that- after almost 2 years in the space, I realise that I can’t do it alone, we need an army of brilliant experienced designers to come in and do (and redo) a lot of work in our products and brands. To make NEAR the best and smartest looking blockchain.
Web3 has somehow accepted that designs are dark and grim and the user experience is bad. But if we want mass adoption we need to tackle this right away.
Problem Statement:
The majority of startups in the ecosystem can’t cover the costs of a design agency, nor do they have the budget to hire an experienced designer in-house. Low costs contests and bounties for specific design items require a lot of time and the results end up being low in quality or at best inconsistently looking.
The solution:
A Decentralised Design working platform running on BOS. DeeDee connects design experts with devs, founders and builders. Thanks to a user friendly and intuitive designed flow we will guide them through the steps to ensure a quick and successful turnaround of design deliveries. The users are guaranteed satisfaction or their payment returned.
How does the platform work? In a nutshell
- Client creates a brief (by filling up a template) and sets the price set number of paid entries(and pays in front).
- Designers submit their designs (when projects are too big they submit a portion of it).
- The client selects the final winning design and awarded entries. Alternatively, they may opt to let the community decide the winner through an on-chain poll.
- Feedback rounds (limited to a maximum of three)
- Client approves and releases payment
- Designers get paid
- An NFT of the final artwork is minted and transferred to the clients wallet
How does the platform look? In a nutshell
The brief gets created into a card, cards change colour and position depending on the stages.
Homepage is an overview of all the open cards.
The client will have an account page where they can check their info and status of the briefs.
The designer will have a profile page where you can see all their reference and past completed work
Terms and conditions
The terms and conditions need to be drafted to ensure that the client doesn’t use designer’s ideas that were not approved and awarded. And to protect the use of privileged business information provided by the client. And any other sets of rules and regulations necessary. A legal team will research similar platform regulations and eventually create the best waterproof legal work frame for our product.
What makes us unique
In web2 there are successful platforms like fiverr, twine, 99designs and others, but none of them specialise or are built around the nuances of web3 requirements. Furthermore, these platforms create a transactional and cold freelancer-client relationship while DeeDee structure is built to create a strong relationship between the two.
DeeDee will be an integrated component in BOS, all transactions and processes will be on chain. Transparency and clear processes will finally be possible in contrast to a murky and complicated old-fashioned industry.
For the first time, brand assets will be stored and transferred ownership on-chain. Adding an extra value that hasn’t been done before in web2.
Who are the designers
Onboarding exceptional web2 designers to web3 will be one of our major keys to success. And at the same time upscaling the skills and polishing the diamonds in the rough-junior eager designers already in the ecosystem.
Benefits to NEAR
DeeDee will be an open web app on BOS (better than the ones in Web2) we will bring mass adoptions and real users into web3 and NEAR ecosystem. We will directly support crucial parts of the ecosystem.
NEAR Community: We will empower the community to work together, by providing a safe, risk-free environment where they can connect and create. Without the need of being introduced by someone or having connections.
NDC: Will be able to use the app to decentralise the graphic creation and let the community take ownership of the brand.
Devs: Developers and builders that do not have knowledge of the creative process will be able to directly contract designers.
NEAR growth: Facilitating the creation of visual content and design assets will have an impact on the ecosystem productivity.
CDAO and MDAO Community: Creative talent that is part of these communities will be able to participate in paid work, that could lead to more work and will enrich their portfolio.
NFT community: By utilising NFT’s technology community into valuable digital assets, the NFT community will be able to grow and pass the art flipping stage on to more value digital ownership safekeeping.
UI/UX - Number one Priority
We want BOS to be a place where everything flows easily even for non-technical people. Our priority will be that the platform feels natural and accessible, new people will be able to come in and use it right away just by signing up even without knowing they are using smart contracts.
Benefits:
1. Streamlined Creative Processes: No more back and forward in endless loops, by following the already established processes we will streamline the production of the assets.
2. Cost-Efficiency: Prices will be set by the client.
3. Customer Service: Human touch is also very important, we plan to set up a dedicated customer success team to help both the customers and designers if they are encountering any difficulties. They will also collect feedback to improve the platform.
4. On Boarding web2 users: Thanks to the great usability of the platform web2 clients will come and use our services. We will onboard designers that are eager to enter the space but have found it difficult to get involved or do paid work.
New users don’t need to have a NEAR wallet. We will take payment from a card and create-found a wallet, the client will not need to even know they have one.
Product inspiration
In the NEAR ecosystem; founders, builders and creatives have tried to add value through visuals and design through various approaches, but for different reasons they have encounter difficulties and ultimately in most cases failed, let’s dive into the some of the scenarios we have seen:
- Hiring a freelance designer (that is not a good fit):
Unfortunately, there are bad designers out there, they promise things they can’t achieve. Being a web3 native might give you good insight but in most cases they are missing years of grinding work to perfect the skills to be an extraordinary designer. In some other cases, simply the designer doesn’t have the style that you needed.
- Hire a good freelance designer, but not setting them up for success:
When you hire a freelance designer you need to have very clear instructions and goals for the designer to achieve, the designer is hired only for the deliveries and not for the planning and strategies behind the design. Many of the clients do not take this part into consideration and since they don’t have a marketing, content strategist, art director or creative in the team, the freelancers are not giving good instructions and the designs don’t result as desired.
- Hiring an agency:
This is a great idea, and I am totally supportive of this decision, in fact if the project can afford it, I highly recommend NEAR studio, a full service creative agency exclusive for the NEAR ecosystem with a track record of innovative eye-catching brand work and successful campaigns deliveries in the space. Agency work will never be replaced by freelance design work, having an agency for big projects like branding is necessary, as well as in a retainer basis for consistent content. DeeDee is a solution for those that do not have that kind of funding or for when ad hoc projects are required.
- Hiring a designer in house:
Also a great idea, also very expensive, again if you can afford it, having a multidisciplinary talent in-house is priceless, that can be also combined with an agency or even a whole creative team in-house.
Business Strategy:
Monetization and Pricing:
We will charge a percentage of the value of the final approved winner design project. The price will be set by the client but there will be a minimum established per item. Although, the client will be assured that a minimum of 3 submissions will happen, the higher the price the more designers will submit and the more options they will have.
Go-To-Market (GTM) Plan:
Launching campaign: Our inhouse branding and marketing team will create a big splash for the launching of the product.
Event presence: After launch and having a few study cases we will be present in all relevant events to showcase the app.
Showcasing: We will use our study cases to constantly publish blogs, infographics, and videos about our product.
What we have done so far (and where we are right now):
- Co-Branding (easypool)
- Curiosity campaign (campaign report)
- BOS landing page [https://near.org/deedeeapp.near/widget/DeeDee]
- Explanatory video (watch video)
- POC: Testing the 7-step flow in a real-life scenario without the platform, with the aim of using it as a case study (in process, see form for step 1)
Previous funding
Month of December 3,000 USD (from MDAO) See report
- Brand creation: Establishing the brand personality and archetype. Define the core values, goals, mission and vision statements.
- Brand visuals: Create logo, colour palette, establish typography, graphic elements, illustration or imagery style, and a brand book. Create templates for social media, website look and feel, comms, photo treatment, video & animation treatment.
- Social Media: Community manager created excitement and engagement about the product into the community collection feedback and framework for client acquisition.
Month of January 3,000 USD (from MDAO) See proposal
- Portal in BOS: This portal is a straightforward landing page, strategically designed to offer visitors insights into the app’s visual aesthetics and the operational dynamics of our platform.
- Explanatory video: This video will be shared on our social media channels to showcase the appearance and functionality of DeeDee, timed to coincide with the peak of the curiosity campaign.
Month of January 1,000 USD (from BDAO)
POC: To demonstrate the proof of concept, we plan to create a real-life case to test the 7-step flow concept, even before the platform is fully built. Presenting it as a case study will not only attract interested parties but also provide valuable insights to enhance and refine the flow.
KPIs Month of February 15,000 USD
- Product Design (7,000 USD):
- Research and Discovery: Conduct user research to understand target audiences and their needs. Analyse market trends and competitor products.
- Conceptualization and Ideation: Brainstorm and generate creative concepts for the product. Create wireframes and prototypes to visualise design ideas. Participate in design thinking sessions to explore innovative solutions.
- Design and Prototyping: Develop detailed UI/UX designs based on user personas. Collaborate with cross-functional teams to align on design goals.
- Development (8,000 USD):
- Creating user registration.
- Profile management
- Project creation, project discovery
- Messaging, and account management features.
KPIs Month of March 15,000 USD
- Product Design (7,000 USD):
- User Testing and Feedback: Conduct usability testing with prototypes. Gather feedback from users and stakeholders. Iterate on designs based on user insights and feedback.
- Design Implementation: Collaborate with developers to ensure proper implementation of designs. Create design specifications and guidelines for development. Conduct design reviews and provide guidance during the implementation phase.
- Development (8,000 USD):
- Develop backend components, including user management, project management, messaging, and notifications. Near Payment Integration with the blockchain for payments will also begin.
- Development of the escrow smart contract, which will hold funds, manage project submissions, and enforce terms and conditions.
- Integration of the frontend with the backend and smart contracts and testing
KPIs Month of April 27,500 USD
-
Product Design (5,500 USD):
- Proceed with the implementation of the design and conduct further research to support the development of features based on continuous user testing.
-
Development (17,000 USD):
- Implementation of payment processing and escrow management. This includes the handling of client payments and the release of funds to designers upon project completion.
- NFT Minting: Implementation of the NFT minting process, where the final artwork is minted as an NFT and transferred to the client’s wallet.
- Extensive testing of the entire platform, including payment flows, escrow management, NFT minting, and terms and conditions enforcement.
-
Legal (5000 USD) Creating the terms and conditions, and other legal documents
KPIs Q1 2024
- Product design, developed and launch
- Launching campaign
- DeeDee Beta Launch: End of January 2023
What would come next after the beta development:
- Launch and Post-Launch Activities: Collaborate on marketing materials and product launch strategies. Monitor user feedback and analytics post-launch. Iterate on designs based on real-world usage and feedback.
- Continuous Learning and Improvement: Stay updated on industry trends and design tools. Seek feedback from both designer and clients and incorporate continuous improvement.
- Product Marketing:
- Performance Analysis: Analyse product performance metrics post-launch. Evaluate user engagement and conversion rates.
- Feedback Collection: Gather user feedback through surveys or reviews. Monitor social media and customer support channels.
- Iterative Enhancements: Identify areas for improvement based on feedback. Collaborate with the development team to implement enhancements.
- Marketing Collateral Updates: Update marketing campaigns based on post-launch insights.
- User Education: Develop educational content to guide users. Address common questions or concerns through FAQs.
- Feature Highlight: Promote key features through our social media channels. Create specific campaigns to show certain features.
- Competitor Analysis: Monitor competitor activities and market changes.
- Customer Retention: Implement strategies to retain existing users. Explore loyalty programs or incentives for continued engagement.
- Prove of vibes: Consistently generate polls on BOS to monitor community sentiment about DeeDee.
Who is in the team?
- Product Design and marketing
- Role: UX-UI design, implementation, product marketing.
- Lead: Lex
- Development team:
- Role: Development, maintenance, and upgrades.
- Lead: Punter
About the founder:
With 13 years of combined expertise in product, design, and marketing, Lex has navigated diverse industries, including roles in advertising agencies, tech startups, and fintech, ultimately landing in web3. She began her journey in the NEAR ecosystem as a senior designer at the NEAR Foundation, and a year later, she established NEAR Studio—an exclusive creative agency for the ecosystem. During her 5-month tenure in the GWG, she led the creation of the now iconic NDC brand through co-branding. Following that, she continued as an active NDC core contributor in the marketing team until the elections. Presently, she serves as the Marketing and Communications Lead at She is Near DAO. Linked IN. Portfolio