DeFi User Onboarding

Multisender.app, a bulk distribution tool used by DAOs, token projects, and airdrop operators, had a deceptively simple user problem. Their core product worked flawlessly for power users. But a meaningful share of first-time visitors dropped off before completing their first send.

The friction wasn't in the code. It was in the cognitive load. New users landed on a tool that required them to connect a wallet, select a network, upload a CSV, approve a token spend, and confirm a batch transaction, often while holding significant funds. Every step triggered uncertainty. The product was built by engineers who had forgotten what not knowing felt like. And every lost first-time user was a lost potential power user.

We delivered a behavioral onboarding redesign grounded in the intersection of DeFi mechanics and applied psychology. The audit identified seven high-friction moments and mapped each to a specific cognitive bias or behavioral pattern: loss aversion at the approval step, choice overload at network selection, ambiguity aversion at the transaction preview.

The redesign package included rewritten microcopy for every tooltip and error state, a progressive disclosure sequence that introduced concepts only when needed, pre-flight checks that surfaced concerns before the user committed, and a help documentation system that answered questions in the moment rather than sending users to an external knowledge base. Everything was delivered as a Figma-annotated flow plus a written implementation playbook. No design handoff friction, no translation layer.

Outcome focus: first-send completion rate, support ticket volume on onboarding questions, and time-to-first-successful-transaction. Client: Multisender.app.