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Mezo Red Envelope Campaign

Turning a token airdrop into a viral digital gifting experience — shipped in 3 weeks for Chinese New Year.

Role Product Design Lead
Timeline 3 weeks
Platform Bitcoin DeFi
Shipped Feb 17, 2025
The Problem

Phase 1 reached 12k users but the airdrop felt like farming — the community was divided. Phase 2 needed to re-engage existing users and attract new ones through real on-chain activity, all by a hard deadline of Chinese New Year.

The Goal

Reward long-term engagement over short-term extraction. Create a viral growth loop that feels like gifting, not referring. Ship a complex multi-state experience in 3 weeks with a distributed team.

Outcomes
34k
New wallet connections in 4 weeks
72%
Re-engagement of Phase 1 users within the first epoch
2.4x
Viral coefficient — each user brought ~2.4 new users
48%
Buddy activation rate vs. 12% industry average
91%
Tweet completion rate on share-to-reveal flow
0
Major defects at launch — shipped on time for Feb 17
Process
AI as a design partner — operating at the speed of a small team as one designer
System thinking
Stress-tested campaign mechanics and edge cases before any visual work began
Rapid prototyping
Functional React prototypes shared via Discord within hours, replacing the Figma-first bottleneck
Spec writing
Comprehensive component specs covering 6+ user states, cutting documentation time by ~60%
Design critique
Sounding board for UX decisions — verification flows, visual hierarchy, information architecture
Next project
DeFi Trading Terminal
→