User experience (UX) refers to the overall experience that a user has when interacting with a product or service. It encompasses all aspects of the user’s interaction, including the design, functionality, usability, and accessibility of the product or service.
In Web3, the user experience has made it tough to onboard the number of users projected as Julie Garneau, Head of Web3 at Anheuser-Busch, noted at a panel discussion at Consensus 2023, that for every click needed to onboard users in Web3, 50% are lost. And no one can fix this critical problem more than the tech folks, she said.
Adding his voice to the discussion, Andy Sack, co-CEO of Forum3, pointed out that one of the terrible examples of how user experience impedes adoption is the notion of protecting crypto wallets to create an experience for users.
Managing brand relationships in Web3
According to Ariel Wengroff, VP of Communications at Ledger, Web3 has brought a system that has forever changed the relationship between brands and their audience. This system creates a direct and accountable relationship between the two.
For the VP, this means that companies need to be careful about how they treat their community as they no longer own them in the decentralized world of Web3. “You don’t actually know who they are. Any brand that says they have a community is lying to you.”
He added that as Web3 infiltrates the business world more, companies may need to consider implementing “enterprise security” and “governance” to provide proof of record for what their customers buy.
Also, Chris Jacquemin, Head of Strategy, WME, a talent agency that has worked with several Web3 creators including Mack Flavelle, Claire Silver, and FEWOCiOUS said that brands also need to pay attention to how to help users who want to build a strong presence in Web3 but are not familiar with the space.
Julie emphasized that brands need to learn from each other to achieve successful growth and expansion in the Web3 industry. She cited Starbucks as an example.
AI can help too
The group agreed that AI will be essential in onboarding more users to Web3. Sack said that AI will both drive the usage of Web3 as well as “create the need for the blockchain.”
He also cautioned that as AI is used to onboard users in Web3, trust issues may arise, especially with the rise of deep fakes. He suggested that cryptography could be used to verify users’ identities.
Finally, he noted that the transition from Web2 to Web3 by users will not be quick and without challenges.