The Challenge
WHY Protocol—a Web3 startup—was preparing for their token generation event and needed a fun, engaging way to attract users ahead of launch. The goal was simple: build a Telegram app that didn’t just sit in a group but actually pulled people in, kept them coming back, and helped build momentum.
They wanted to:
- Generate early interest and build a waitlist
- Boost user engagement before their token event
- Raise some early revenue through affiliate programs and in-app purchases
They had already done some research and had a general sense of what was missing in the market. What they needed was someone to bring this vision to life—someone to make it not only work, but work well. That’s where I came in.
Why I Was Brought In
The team brought me on to lead UX and product design for the Telegram bot. They wanted something playful, a little addictive, and gamified—but still clean and usable. My job was to design the whole experience in a way that was fun and intuitive, without feeling like "just another tap-to-earn clone."
Design Goals
- Create an addictive but simple user experience
- Avoid the "same old Telegram bot" feel
- Drive consistent user action (daily check-ins, shares, upgrades)
- Support business goals (waitlist growth, revenue, engagement)
My Process
1. Kicking Off With What We Had
The WHY Protocol team had already done some foundational research. They knew their users were tired of cliche Telegram bots and tap-to-earn schemes that just didn’t stick. Our challenge was to offer something different, while still keeping the elements people liked: fast rewards, simple flows, and viral features.
2. Sketching Concepts
Instead of diving straight into high-fidelity, I started with quick low-fi mocks to get the gameplay and flows right. We knew we wanted a mix of farming, games, and a reward system, but it had to feel fresh. I bounced ideas off the dev (JC) and our researcher to validate early directions.
3. Core Features We Landed On
- Farming Module: Passive, daily reward system to keep people checking in
- Mini-Games: Flappy bird and roulette-inspired games to break monotony and bring back users
- Stars & Affiliates: Monetization through star purchases and invite-based affiliate rewards
4. Design & Iteration
Once we were aligned on features, I designed mobile-first Telegram screens that felt both fun and functional. I created multiple versions of each flow, and we narrowed things down through internal reviews and moderated usability testing.
Key Artifacts
- Interactive Telegram bot prototypes
- Final UI designs (Telegram-native UI patterns)
- Game flows
- Visual assets and animations for farming and mini-games
Testing & Feedback
We ran moderated usability sessions to test key flows: onboarding, gameplay, earning, and referral. These sessions helped us tighten the copy, simplify button logic, and make sure users never felt lost. A few small tweaks post-testing made a big difference in stickiness.
Outcomes So Far
- Early engagement from users has been promising
- Positive feedback on the fresh feel of the bot
- Steady waitlist growth
It's still early days, but signs show that the direction is resonating with users.
What I Learned
This project showed me how important it is to balance engagement with clarity. Gamifying something is easy to overdo—but keeping things intuitive and fun takes a little bit extra. I also learned how different Telegram is as a UX platform compared to traditional mobile apps. You have to work within tighter UI constraints, but that forces you to simplify and focus on what actually matters to the user.
Next Steps
The bot is live and now moving into the promotion phase. We'll be keeping an eye on real user behavior and will refine the flows based on that data. If users start to fall off or skip steps, we'll go back in and optimize. We’re also planning to add more games and seasonal updates to keep things fresh.