HRSE
Helped launch & build Zilliqa’s Web3 fan engagement platform, The Winner’s Circle. Led UX and loyalty strategy, introduced key onboarding mechanics, and managed cross-functional product delivery. Built the website solo to keep us on budget and on time.
The Winner’s Circle at Zilliqa set out to reinvent horse racing fandom for Web3. We launched with $HRSE—part token, part fan pass. Fans could vote on races, stake tokens, and earn exclusive merch. To bridge Web2 and Web3, we built a UK race prediction game where users earned “stars” redeemable for rewards or $HRSE. Frictionless, fun, and actually useful.
I led the user experience strategy—designing a loyalty platform flexible enough for both racing superfans and everyday users. I introduced the stars-to-$HRSE conversion mechanism to make onboarding smooth and intuitive, especially for non-crypto natives.
Once design was handed off to external agencies, I managed product development—keeping front-end, back-end, and blockchain teams aligned. I kept marketing looped in to make sure everything shipped with consistency. We ran tight sprints through GitHub to stay fast and focused. And when budget got tight? I stepped in and built the website myself—clean, efficient, on-brand.
