Account Abstraction Helps Builders Grow Web3 Products That Users Love - Daria Strategy

hello everyone my name is Daria and today we'll talk about account obstruction in terms of marketing and brand experiences and um actually uh first of all I want to introduce myself shortly so I'm product marketer and brand growth expert and also I'm part of e waro organizers team so I'm hope that you have fun today and uh next day you also will have some fun at our conference and actually you can scan the QR code and go to my website and check everything about me in more details so let's uh start and for the beginning I want to ask you to raise your hand if you remember how this smells yeah of course you all you all remember because uh uh the smell is a part of branding of McDonald's and maybe you remember the sound who can repeat this who can like T yeah yeah yeah so when we hear this sound we understand that we have amazing evening uh with popcorn other snacks maybe with our lovers so like everything will be fine when we hear this sound and it's also the part of their brand and maybe you know the slogan that goes together with this logo no no slogan do it right you're right yeah of course so uh when you hear when you see the logo you remember the slogan of this brand of Nike and what I want to say that uh Brands traditional Brands like web2 Brands they use uh not only like traditional advertising or they traditional like channels to distribute their products they also create some fital experiences like connecting digital and fital and they go further in their marketing and they build their brands using some smell sound uh some touch things and other things that they can that can help create them exciting brand experiences and here you can see the list of principles of immersive brand experience that that uh brands use for for user engagement and interactions like personalization emotional engagement storytelling gamification community building and other things though they are applicable to both to web web two and web 3 products and Brands but uh I'll uh tell you a bit more about them in the context of using account obstruction uh a bit later uh so also I want to highlight the idea of branding so the main idea of branding and we discussed it today at our panel in the morning so uh the main idea of branding is to highlight the product and make it visible and attractive in highly competitive market so it's like the main idea for every brand in every industry in every space like it's the main idea for Branding uh but what about blockchain Brands you can ask me like because they don't have smell they don't we can touch them often yeah and they RAR have some sounds and other things that traditional brands have but blockchain brands have Innovations and uh sometime these Innovations can be very tough to our users and they can feel them they can feel like this uh Lonely Boy in the wood of uh cutting age Innovative and disrupting technology that are quite understandable to developers and to founders of web products but they are not understandable and not clear for typical user for like average user you can meet in the street uh and uh blockchain Technologies they have user experience challenges and also brand experience challenges and they block the user attraction and user interaction so uh I'm sure you all know some of ux challenges like High theum gas fees low security poor internet sometimes minimum exchange deposit like many many of challenges of using crypto and even vitalic buaran like the expert of blockchain has some issues and he explained his issues in his article uh his blog and he explained that user experience is not about the average case it's about the worst case so when you build your product you all always must think about the worst case of using your product not about average case but when we talk about marketing and brand growth all these user experience challenges meet marketing challenges and awareness challenges because uh marketers face some problems uh when they try to sell cutting age and disruptive technology because people think that this product is just for techy guys uh it's they fear of making some mistake when clicking in the application and they think that crypto is come and blah blah blah many many other things so you can imagine if you're webstream marketer brand growth expert or founder you have to deal with all this mess when you work on your promotion and uh that's why brand experience uh it's not just um te like you you have to okay so when you build your product you have to um add extra value to your product if you build uh if you want to build something good uh so that's the idea of this slide so um we have our user his name is Joe and he can be developer he can be marketer he can be I don't know like uh surgeon like everyone he can be but he's a real human and he makes his decision based on rational and emotional uh parts of his mind and he also uh believes his first impression always and um he wants to try two products product a and product B they both have good idea and some value for customers they have solid Tech in their uh core but one product has smooth ux attractive UI and good marketing and another one has poor ux unattractive UI and so so marketing so what do you think which product Jo will use like which one yeah like yeah uh it's obvious yeah he he wants to use product a because these parts like ux UI and marketing they make difference and they make and they create additional value and uh they also create um wow effect and here when we see this smooth ux here can be account obstruction so now we can talk about account obstruction uh so uh ethereum Foundation believes that account obstruction can help to uh unboard next billion users to web stre probably you have heard about this next billion of us users to web three blah blah blah but account obstruction is really uh cool tool that can help do this and uh they invested a lot of money to to the products built with account obstruction so uh the previous year they invested uh in 18 uh projects uh built on account obstruction and uh like it's just the beginning uh so uh account obstruction is beneficial not to web three products but also so to web two products to web two businesses and uh to non web3 natives so obviously that web3 projects uh using account obstruction um like they have uh opportunity to easier on board users to their decentralized applications for example but web two businesses they can highlight their Tech focus and they can highlight that they're like technically oriented using such tool like account of structure ction to uh reach more new uh people to their products and uh actually non web3 natives like our friend Joe we remember him so he also can have uh possibility to interact with web3 products and traditional businesses in New Way using blockchain and uh I want to share with you five CA five use cases of using account obstruction to enhance brand experiences um yeah to enhance brand experiences with account obstruction so first of all it's gasless transactions to improve user on board and it's pretty easy and pretty obvious uh so uh if you use account obstruction in your product you can unboard people and pay guas fee instead of them using Pay master so like the products like bony on many other products they can uh help to on board these people and uh for example like the case of d so they enable Dy to access more users by decreasing their friction of um the frictions and gas fees so it's pretty obvious but it's very important to uh overcome the barrier of entry level and uh on board more non- crypto natives uh the next case is about helping people to be more confident about their future with their Savings in crypto hi Maria uh yeah uh yes so account obstruction allows web non web3 natives use uh crypto and be sure that their savings uh are okay and safed so they can use social recovery Guardians among their they can uh choose uh among their um family members or friends uh social recovery Guardians and these Guardians can help them restore their account if they lost their keys so no seat phrases like no seat phrases on paper or something like this so you can uh trust to people you can trust like this uh so people can plan their future with savings with in crypto with no fear of of missing something and uh here you can see some products uh built with uh account obstruction like they are uh ambassadors of account obstructions so like safe and bar Argent and clave they all focused on developing this technology and like uh they are really really cool uh guys and ladies building the next F the future and uh actually uh I had an interview with the clave team and you can scan the Cure code and watch this interview if you're interested learning more about uh how they build on account obstruction and what they use for uh for product development uh so the next case is about conne connection digital and physical worlds what does it mean uh it means that uh a contct obstruction literally helps to connect physical and digital world and the case of paji penguins uh they launched uh their um collection of plushes in the UK and United States uh and uh using uh Native account obstruction by ZK sync you just uh you can scan the QR code and me your nft without having any wallet without having crypto so you're just becoming blockchain user and nft um owner without having your crypto wallet so it's easy it's just I don't know like 3 seconds and you have your uh plushy and you have your nft so like it's really smooth and good experience also uh in this case goes the automated Supply and chain interactions and also physical product authentification so uh when you use with your um supplying chain or when we work with luxury Brands and uh for example if you build something for such products um you can um you can propose them or you can Implement account obstruction to ensure the authentity of products or uh to um like to automate and secure all the interactions on blockchain using uh account obstruction uh the first case uh goes to Gamers and onboarding Gamers because uh web stre gaming is very uh hyped topic and actually account obstruction has here many possibilities like managing addresses of gamers in their uh web stre games to create better experience and uh also uh cross game interop interoperability so uh for example you can exchange your skins from Assassin's Creed and uh Diablo you can exchange them and use them in your games uh for better experience so uh it works uh like it can it can enhance brand experience and it can add value to users and uh Gamers actually we have Gamers and also I mentioned uh already account up U sorry pay master and uh pay Master also can help uh gamers uh like with pay Master if you are gaming platform you can onboard more people more Gamers uh to your web three game uh and give them this uh experience of using blockchain and saving for example their skins on blockchain saving their uh missions on the blockchain uh without um without pushing them to create crypto wallet so it's really cool and really nice thing to un board more people so I'll skip this uh and the fifth case uh goes to the future of loyalty so the loyalty programs are pretty old uh way to promote the brand but uh with the blockchain in general and with account obstruction it can have the new uh new reality uh probably you all know this case of uh Starbucks and their loyalty program so yeah it was like legendary but it closed now and actually it wasn't so successful because they had only uh 58,000 active participants uh in the United States and actually they tried to uh find more users from like outside of web3 but the most of their users were like web3 Natives and crypto natives so uh because they had to have uh crypto wallet to have everything in inside of this application and mean their nfts and other things so if they use account obstruction probably they have different results who knows um I'll skip this also so uh also account obstruction can help uh sport Brands uh who create some special collections limited editions to their fans they can help them uh to be closer to their lovely um sport teams and uh gather their uh collections without any frictions with the crypto so just blockchain uh us using blockchain not crypto and it's also very good so Red Bull Racing they have uh collection with binance together and Alpine also had some collections so but they were focused more on crypto natives but in this case we can talk about uh wider audience broader uh audience not just about Crypton natives um yeah so to conclude I want to say that account obstruction is a tool that can help you to turn your mountain of code uh turn it to web3 love Mark and to become more uh accessible and more understandable to wider audience so if you have your love Mark if your brand is web love Mark it means that you have more users more excited users more engaged users you have more attention you actually have cheaper cheaper interactions cheaper uh user uh cost of user acquisition and uh of course you have more Revenue it's the basic um basic Target of every business you have more Revenue if you have more users and more engaged and um excited users uh so I want to encourage you to experiment to try something new to innovate and to create Unforgettable user user and brand experience to your users if you can do this and if you build your product so uh please SC the QR code and uh see my website and also you can follow me on social media using this nickname Dar strategy so thanks for attention and I'm ready to answer your [Applause] questions oh I I'll leave it I'll keep it that's a question for Dario uh so you you mentioned this social recovery right so I wonder how how it's done who like verify this uh this social recovery like you you understand because I I wonder if it's done in decentralized way or yeah yeah yeah yeah so this is the Smart contract like it's written that you can uh like how to say like you can say like uh my mom my brother and like my friend are my social recovery Guardians and like you give them like permission so it works like um how like multi multi yeah it's like multi so uh if you uh want to create some transaction um they must sign that they agree uh that you do this transaction and for examp so it works like this and for example it works like in uh in blockchain companies uh it worked previously like on corporate level so for example you're the founder and you have two or three co-founders and you can't do something without their sign so it works like this way M yeah yeah multi yeah but so the uh so the family should have like their own wallets so so yeah so they they still have to create the the wallet and have the the SE phace yeah because they have some interface where they actually have to confirm or decline the transaction but it's uh it's very cool because uh you don't have to have you don't have to have seed phrase uh and uh it's more secure and more uh more secure yeah just this okay perfect perfect right any other questions uh if you want to test some UI uh in most cases you testing like do the so-called AB testing so you have different uh uis and basically you you test on the people if they like it or not do you know any tools or maybe some effect more effective way to test the let's say UI before it hit the market because smooth UI is uh uh a nice phrase but it hard smoo X is uh you know hard to achieve yes in in real life uh yeah of course so you can uh you can just have some calls with potential clients and show them your UI and uh ask them uh so actually like um it's the question more to product design ERS than marketer because uh like product designers they um test this and I'm sure that they have if any product designers here so maybe you can yeah so I'm sure that you have some uh programs that can track when you like ask someone to go through this um yeah for example heat Maps right yeah yeah yeah so please like yeah so just you just check test the user engagement right you see where they have uh like pain points where they uh like you know cannot pass through and you like iterate over the the the UI based on the user testing so you just uh test the UI with the users first before you deploy but you all always can have some calls with your users and just ask them if they like what uh they like or what they don't like but uh I think that if you give them opportunity to go through this flow without your eyes without your attention like uh it's more it's more clear test than uh you just ask them what do you like or don't like but yeah like thanks for helping right any more questions hi Daria thanks for presentation what do you think is missing for wider counter abstraction adoption and why is the most popular D apps and wallets are still not using it um actually they are using uh so uh if we talk about metamask for example uh I know that they are working on something like account obstruction but it's a bit late actually so that's that's why like they uh leave uh like they develop uh based on their like uh being the most uh successful and most uh popular uh product but actually uh they try to they try to work on this so I had some um conversations with people with from metamask and they Tred to create something but it's too late and the same thing for trust for trust wallet for example they created something similar to account obstruction but it's not the same so the products I show you before they probably more have more potential than uh mentioned uh that mentioned product that's why uh I think that and actually ethereum Foundation believes in account obstruction and they invest in this so it doesn't matter what uh products want or what they build uh it means that like the main uh Corporation the main blockchain corporation believes in this technology and actually at the upcoming Devcon uh they also have special track uh buil uh like tailored for account obstruction and it means that this topic is very important very hot to them so I think that we just have to wait some time and we'll see the boom of uh products built with account obstruction because it's applicable to every um like almost every use case in web 3 and web 2 businesses also if we want to use blockchain gotcha thank you right is there any more questions okay one more round of applause for Daria thank you [Applause]