The rise of Web3 has ushered in a new era of decentralized innovation, where power is redistributed, and communities are at the heart of decision-making. At the forefront of this movement are Decentralized Autonomous Organizations (DAOs), which are redefining how we collaborate, create, and govern. But as we embrace this decentralized future, one question remains: How do we design for a world where hierarchies dissolve, and everyone has a voice?
This question lies at the core of my recent research, Exploring Meta-Design in Decentralized Autonomous Organizations (DAOs), published in the 2024 International Conference on Information Technology and Computer Communications (ITCC 2024). Through a multi-case study of four DAOs — including Astrogirls NFT and projects within the Kambria Open Innovation Platform — I sought to understand how meta-design principles are reshaping design management in Web3 environments.
Here’s what I discovered.
The Shift from Hierarchies to Communities
Traditional design management relies on top-down decision-making, where designers operate within rigid hierarchies. But in Web3, the rules are different. DAOs replace these hierarchies with interest-based communities, where contributors are empowered to participate in design processes, governance, and decision-making.
In my study, I found that DAOs blur the lines between professional designers and users. Community members aren’t just passive consumers — they’re active contributors, co-creating products and solutions. This shift is made possible by blockchain protocols and token-based voting systems, which enable transparent and democratic decision-making.
For example, in the Astrogirls NFT DAO, contributors collaborated on branding, visual identity, and even the design structure of NFT products. However, the project ultimately failed due to a lack of clear design strategy and community engagement. This highlights a critical challenge in Web3: How do we balance openness and inclusivity with structure and direction?
Token-Based Incentives: Redefining Value in Design
One of the most striking findings from my research is the role of token-based incentives in shaping design contributions. In traditional organizations, designers are compensated with fixed salaries. But in DAOs, compensation is tied to contributions, often in the form of tokens or NFTs.
This model creates a new dynamic: contributors are motivated not just by financial rewards, but by a shared belief in the project’s mission. For instance, in the Kambria DAO, contributors worked on projects like mine-clearing robots and ocean cleanup technologies, driven by a desire to solve real-world problems. Tokens served as both a reward and a symbol of their commitment to the cause.
However, this system also raises questions about equity and power distribution. In DAOs, voting power is often tied to financial contributions, which can create imbalances. As designers, we must grapple with these challenges and strive to create systems that are both inclusive and fair.
Meta-Design: Empowering Collaborative Creativity
At the heart of my research is the concept of meta-design — a framework for creating social and technical infrastructures that empower users to become co-designers. In Web3, meta-design is about more than just aesthetics; it’s about designing the processes and systems that enable collaboration.
Through my case studies, I identified three key roles for designers in Web3 organizations:
Functional Specialists: Designers contribute their expertise in branding, visual identity, and user experience.
Multidisciplinary Team Members: Designers collaborate with developers, investors, and community members to co-create solutions.
Process and Thought Leaders: Designers guide the overall design strategy, ensuring alignment with the DAO’s mission and values.
This expanded role requires designers to develop new skills, from understanding blockchain technology to navigating decentralized governance structures. But it also offers unprecedented opportunities to shape the future of Web3.
Lessons from Failure and Success
The contrast between the Astrogirls NFT DAO and the Kambria DAO provides valuable lessons for the Web3 community. While Astrogirls struggled with unclear goals and poor community engagement, Kambria thrived by fostering a clear mission, structured processes, and strong community involvement.
Key takeaways include:
Clarity is crucial: DAOs must communicate their vision, goals, and processes clearly to attract and retain contributors.
Community engagement matters: Successful DAOs prioritize inclusivity and transparency, ensuring that all voices are heard.
Design is strategic: In Web3, design isn’t just about aesthetics — it’s about shaping the entire user experience, from governance to product development.
Looking Ahead: The Future of Design in Web3
As Web3 continues to evolve, the role of designers will become increasingly important. We have the opportunity — and the responsibility — to create systems that are not only functional but also empathetic and inclusive. By embracing meta-design principles, we can empower communities to co-create solutions that address real-world challenges.
My research is just the beginning. I hope to inspire more designers to explore the potential of Web3 and contribute to the development of user-friendly, community-driven products and services. Together, we can build a decentralized future that works for everyone.
Call to Action
If you’re passionate about Web3, design, or both, I’d love to hear your thoughts. How do you see the role of design evolving in decentralized organizations? What challenges and opportunities do you foresee? Let’s continue this conversation and shape the future of Web3 together.
Acknowledgments
A huge thank you to my research participants, thesis committee, and the Web3 community for their support and insights. This work wouldn’t have been possible without your contributions.
This research is published on ITCC ’24: Proceeding of the 2024 6th International Conference on Information Technology and Computer Communications Pages 43–49 https://doi.org/10.1145/3704391.3704398
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