$HRSE
Helped launch The Winner's Circle, Zilliqa's web3 fan platform for horse racing. I led UX and loyalty strategy, designed the onboarding for non-crypto fans, managed delivery across teams, and built the website myself to hold budget and date.
The Winner's Circle set out to bring horse racing fans into web3. It launched with $HRSE, a token that also works as a fan pass. Fans could vote on races, stake tokens and earn exclusive merchandise.
Most racing fans don't hold crypto, so onboarding was the hard part. We built a UK race prediction game where fans earned stars, which they could redeem for rewards or for $HRSE. I introduced that stars-to-$HRSE mechanic so non-crypto fans had an easy way in.
I led the user experience and loyalty strategy, for superfans and casual fans alike. After design moved to external agencies, I managed product development and kept the front-end, back-end and blockchain teams aligned, with marketing in the loop. We ran short sprints through GitHub. When the budget got tight, I built the website myself.
