Actions page: a place for members to earn equity.
Timeline
2 Months
My Role
Product Designer
Team
John Kennedy
Jeff Ribeira
Project Overview
Upside Cooperative is an equity distribution software that provides users a way to earn real ownership in the companies they love. The Actions page provides a space for members to earn equity by showcasing ownership opportunities.

In the earlier stages of this start-up, Upside Cooperative was named Upside DAO and was built on the blockchain using crypto-currency to facilitate shared ownership. Many events followed that led Upside DAO to change their legal structure to be based in cooperatives, rather than DAOs.

The new version of Upside Cooperative lacks a dedicated page showcasing these many ways to participate in these earning opportunities. Utilizing a user-centered approach, I began exploring potential solutions to this new gap in the user-flow.
The Problem
Upside Cooperative lacks a dedicated page showcasing the actions users can take to earn equity. With this feature missing, there is no way for users to meaningfully participate on the platform.
Research

Absent of any actual users due to the landscape of our pre-beta product, this feature required a significant amount of building without any user-data to construct from.

Requiring data to inform my designs, I began ideating with our product team and stakeholders to gain more insight. I developed a set of objectives that could make this feature more successful than the previous version built for Upside DAO.

Objectives such as:

Old - Upside Dao page
Ideation
Now with a list of objectives to solve for, I began exploring a myriad of potential layouts and solutions in our initial wireframes using Figma.
Narrowing in on our solution, I designed a layout that affords a simple and easy to use interface. By reusing some existing components, we were able to create a design that was easier to implement for our development team, bringing us closer to our beta-release.
Chosen page layout
Feedback & Iteration
It came to my attention that it would be necessary for users to be able to filter between different activity types.

Iterating quickly, I designed a filtering system to better support the usability of this feature.

In doing so, this validated the designs further making this feature intuitive, user focused, and overall easier to use. On the leaderboard, users will now be able to see how they stack up against any group they are a part of.
Visual Design
Using information architecture, I structured the layout to support users with a space where they can quickly view and engage with equity earning opportunities.

I introduced gamification through the leaderboard to excite users on how they could stack up against others.

I also created a countdown to make a clear indicator of how the time is represented on the platform (Season).
Final UI for the Actions page
We set ourselves up successfully to iterate on these designs in the future.
Outcomes & Results
By delivering this feature to businesses and users, it has increased Upside Co-op’s ability to effectively sell the product and deliver on their promise to provide equity earning opportunities.

With the release of our beta product we have been able to onboard more than 20 clients in the first month of our initial release. This feature allows end users to earn real ownership in the companies they love. With our clients quickly adopting this feature, it has increased engagement and retention on the platform.
Moving forward, I would love to bring more distinction between differing activity types beyond filters by styling them differently and creating icons to clearly distinguish activities, contracts, campaigns, and more.

Throughout this project I’ve learned a lot about taking an iterative approach to design while always maintaining a clear focus on the end-user, to ensure a product’s success. I look forward to applying this approach to future projects.
Next Project

John Kennedy©2023