Griffy is an innovative platform that gamifies opinions — allowing users to engage in discussions, make predictions on real-world issues, and earn rewards based on their insights. The brand sits at the intersection of social media, data, and gamification, offering a fresh way for people to express themselves while staying informed and connected.
My role in this project was to shape Griffy’s visual and digital presence from the ground up. I designed the logo and brand identity to reflect Griffy’s bold, youthful, and thought-driven personality — balancing a sense of play with credibility. Following this, I worked on the UX design to simplify how users interact with complex ideas such as opinion trading, betting logic, and point-based rewards. Each flow was refined to make engagement feel intuitive, transparent, and rewarding.
The Griffy logo is inspired by people and the way opinions are shaped through conversation. The form is intentionally oversimplified to represent individuals whispering, gossiping, and exchanging perspectives with one another. This visual metaphor reflects how ideas spread — quietly, socially, and collectively — before turning into stronger viewpoints.
The green dots act as focal points, symbolizing individual voices within a larger community. Together, the mark captures Griffy’s core purpose: creating a space where discussion, disagreement, and dialogue come together to form meaningful public opinion.
To guide the product and design decisions, we began by defining clear user personas that represented the platform’s core audience. These personas helped us understand motivations, behaviors, and pain points across different user types, ensuring the experience was inclusive, intuitive, and purpose-driven.
The project followed a structured UX–UI timeline, starting with persona building, information architecture, and wireframing, before moving into visual design and supporting graphics. This phased approach allowed us to validate ideas early, maintain clarity throughout the process, and build a scalable design system grounded in real user needs.
One of the key challenges during wireframing was designing interactions around sensitive actions like betting, especially given regulatory and ethical constraints. Since betting is illegal in many regions, we had to rethink how these actions were framed within the experience—shifting the focus from “betting” to opinion-based participation and outcome-driven rewards.
Another challenge was balancing complexity with clarity. The platform combines reading, discussions, polls, wallet actions, and publishing, which risked overwhelming first-time users. The wireframes had to carefully stage these features, introducing them progressively without breaking the flow.
We also faced the challenge of building trust in a system that involves money and on-chain results. Clear hierarchy, transparent flows, and visible confirmations were essential to reduce friction and hesitation. Finally, designing neutral, unbiased layouts for politically or socially charged topics required restraint—ensuring the UI never influenced opinions, but simply enabled informed decision-making.
The solution was to design Griffy as an opinion-first platform that feels intuitive, engaging, and responsible, while subtly supporting reward mechanics without making them the focal point. The experience guides users from discovery to participation in a clear, step-by-step flow—starting with interest selection, moving through informed content consumption, and finally enabling decision-making in a way that feels thoughtful rather than impulsive. By prioritising clarity, transparency, and user control, the app encourages users to form opinions, engage in discussions, and participate confidently.
To maintain compliance and trust, interactions related to staking value were framed as participation mechanics rather than gambling actions. Visual cues, progressive disclosure, and confirmation steps were used to reduce risk and cognitive load, ensuring users always understand what they are doing and why. The interface remains clean and minimal, allowing content and conversations to take centre stage while the system works quietly in the background.
Interest-based onboarding: Users select topics they care about, enabling personalised content discovery and higher engagement from day one.
Story-first experience: Users read full stories before participating, ensuring informed decision-making rather than reactive actions.
Opinion polls with discussions: Each story is paired with a poll and an open discussion space, allowing users to explore multiple viewpoints before taking a stance.
Author credibility & leaderboards: Writers who generate traction and trust are surfaced through a ‘Stars’ leaderboard, encouraging quality content creation.
Simplified wallet & transaction flow: A clear, transparent wallet experience helps users track participation history, rewards, and balances effortlessly.
Easy content publishing: Authors can create stories and add polls through a lightweight, social-media-like publishing flow, lowering the barrier to contribution.
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