Sammi Li - How JuCoin Designs Peak Moments in Crypto - TOKEN2049 Dubai 2025

I want to hear some energy. Hi. Hi. Okay. Uh, first of all, I don't know about you guys, I never seen note this size in my life before.

So, I guess we really trying to get our name Drewcoin out there. So, so today I'm going to talk about how Drewcoin designed peak moments in crypto. Well, this industry have been focusing um technology for decades. It's time for us to focus on experience. Today, I'm going to reveal why cryptocurrency's biggest barrier actually isn't technology, but experience design at Jukcoin.

Tackling this experience friction is our obsession. and drawing from my two decks of work with the digital brand and also global uh communications. I will show you why we are applying principles transformed those industries of cryptocurrency. So I will walk you through three specific ways that we are building an ecosystem that feels different from anything else in crypto. What you are here is about a blueprint creating the apple of the crypto and also if you are care about mass adoption if you are here caring about next billion users this presentation is definitely for you.

Okay. So last month I want to say that uh ax client asked me this question. Uh the question being that it's really struck me as profound because this is the same transaction that evolves the same amount of money and also is evolve purchasing same uh value and also yet emotional experience is so different and one is creating anxiety and the other one creating anticipation and this is a fundamental design failure that we have built uh we have you know overlooked when we are building the crypto experience. is costing us millions in adoption. And in 2020 2002 um the doctor Daniel Kennean created discovered this peak and rule.

What this rule is telling us is basically our human brain doesn't really memorize the entire entirety of the experience. However, we only memorize the peak moments and the end moment. meaning that how the most intense emotional moments you are experiencing the event and also how the event ended. So this really led me thinking basically because uh a 5-second peak moment can overrun a 30 minutes long experience of a whole story. So what this tells us luxury brand really really carefully design those moment and however in crypto we focus on really improving the averages while neglecting those defining moments that actually shaping our user experience and our user loyalty and my unusual pass now you can see to crypto really give a few perspect perspectives that few in this industry share in luxury consumer goods that I learned that lasting brands creating and feelings rather than selling features.

And uh working with well-known fashion houses showed me how small details can build or destroy trust. And my telecommunication experience revealed how digital platforms can invite or alienate our users. And these lessons are what the crypto industry have overlooked. And while focusing on technology, the contrast between those words are really obvious. So let me show you uh 10,000 transaction how it looks like in two different worlds and you can see that in luxury retail each step is choreographed to build uh anticipation and also we are trying to let our fuser to feel confident.

However when we have the same transaction we have anxiety up. We are the only industries that makes spending such amount of money feeling you know anxious and terrifying and this costing us millions in adoption and I'm going to go over some more examples. So this example you can think about boutique at um Pekk Philip they will never come to ask you said oh having a sign on the boutique saying we are legitimate because the trust isn't what you say it's about what our users feel. My work with clearing taught me trust is building through consistent experience not promises. Another example at Joe Balon they don't tell you the differences between the first note and end note.

Instead they pose and ask you they give you a surprised ribbon ask the customer saying tell me when it speaks to you. So this is something let us to know that in crypto we've reversed this completely. We forcing the technical understanding before our user actually feel the value of itself. A quick poll here. Some how many here of you have already you know dropped off or giving up at some point of your first ever first dab interaction.

Anyone? Anyone? I see some hands over. Okay. So this is exactly it's not about some scaring stats here.

is about that this percentage represents thousands of people who want to participate but however they are kind of like hesitating or the experience destroyed their desire and millions of bitcoins sitting forever inaccessible because we've designed system demand technical understanding before accommodating our basic human behavior and atcoin we've applied those principles I learned addressing this failure points. We shouldn't force our users become a technical expert before they want to experience the blockchain technology and luxury um playbook for crypto. What does that even mean? That means that there are fundamental uh principles of human psychology applied to our design at Jukcoin. Meaning that just like the beers, they transform the diamonds from complex geological rocks into this very simple and creating this emotional tokens by the 4C framework.

A very simple framework that let you understand what the value and these princ principles working just as effectively uh as in digital experience as in the physical ones and this is the foundation how we have built our exchange at Drucoin and when you apply these three principles in crypto like we do at Ducoin uh you reimagine what an exchange can be it's just like how luxury brand been evolving from the product sellers into luxury lifestyle curators. And we are wanting to transform from a transaction processor to a company focus on on delivering memorable moments and also creating value in our community. And we aim for emotional engagements through consistent experience without friction. and the peak moment that will keep our users even that are long after done down their transaction on our exchange. Okay.

So what we creating is an ecosystem a unified experience which each elements enhances each other and not working alone and our ecosystem was designed from the ground up to work together and seamlessly eliminating the boundaries that typically create friction. And each component here you can see on the map is really to help us to apply the luxury principles I've experienced and described. Removing friction, maintaining consistency and creating memorable peaks. Okay. Now I'm going to tell you how we are doing this in real practice.

So first let's look at the first principle eliminating friction. At Dcoin, we believe our user experience should be simple and seamless and intuitive. Instead of forcing our users through complex journeys and you know involving multiple wallets uh bridges and also the decentralized exchanges we created a direct pathway and after setting up one truecoin app you can just like using your account using an access onchain access and interact with our web3 projects through our integrated mini programs all in one platform not two just one and the Friction is less and the significantly shortens this pathway and the journey from on boarding to participation and removing multiple barriers that typically discourage new entrance. Let me show you how we are you know eliminating friction in real life. And so this is the video I'm about to play.

Please look at this video. And this just like one click and two click and now we are entering a mini program and just a few clips. I know that it seems unimpressive, right? But that's exactly the point. You shouldn't be going around and turns.

It should be simple and seamless. And let me show you this is exactly how we are telling you and showing you that in our design users can access onchain assets using their exchange balance and many programs to interact with our project directly. Each unnecessary uh steps we've eliminated represents a potential drop off point where user might abandon the whole process entirely. And we apply the same frictness philosophy to true game. So traditional gamefy often creates a you know multiple curdle setting up wallets and also connecting to game platforms of approving transactions and manually claiming rewards and those are really kind of a lot of hust of our users.

With Drew game, users simply just play their Drew Quinn account serves as their gaming identity and their point of interaction with their in-game experience and gameplay engaged engagement is recognized automatically without interrupting the game experience. And so by removing the technical barriers, we allow players to focus entirely on their enjoyment with seamless and engaging with blockchain experience themselves. And the next principle is consistency build confident. Consistency across all touch points builds invisible confidence in our user journey. At Truecoin, we apply this principle, you know, religiously and uh our certifi architecture enable users to access and interact with onchain assets directly through their exchange account providing a familiar and also smooth experience.

And launching in midmay, our unified system eliminates the need for user to manually have to bridge between centralized and decentralized environments. Unlike the other PLA platforms, they separate their centralized and device offerings. Ducoin certified approach provide a consistent and integrated experience across all onchain products and anything available through um DEX screener. It can be accessed seamlessly on our platform. And so I'm moving on to the next and last principle which is an open door for all.

Our third principle is really creating an ecosystem that truly opens doors for everyone for projects. We have provided a lightweight operational base where they can launch and scale with minimal overhead and our blockchain infrastructure eliminates technical barriers that typically you know slow innovation. And Juwan, I have to talk about our Juwan. Our web three smartphone represents a unique approach to make our crypto accessible for everyday users and we make the most exchange. You know, we were thinking mostly exchange stop at the software.

However, we recognize hardware plays a crucial role in adoption. By creating a device that everybody already use every day, we are really removing multiple layers of technical barriers at once. This integrated approach allowed projects to focus on their core proposition values while we handle the instructure and creating a system both users and innovators can thrive. The combination of our three principles. Druin designed for emotional pigs and we are not really for average moments.

This is really at the core of everything I do and we do at Drucoin. We we limit unnecessary complexity. User experience the aha moment of accessing blockchain benefits without needing the technical understanding. creates a consistency across all touch points. Platforms like Drew game really feels so natural.

User can actually enjoy this game play without feeling distracted by complex blockchain technology and op operations. When we make our ecosystem accessible to everybody, we allow for seamless and interactions between community engagement and also blockchain applications. Those peak moments effortless, intuitive and also memorable define how user will remember the experience with digital assets. By focusing creating those moments, we are really transforming the blockchain into something people actually enjoy. I often say this to our team that um you know love stories is great but at Jucoin we are not building for casual connections.

We are looking for a life story and we are building this life stories creating moments that really last and we are looking for long partnerships and for users grow with us and become part of our journey. It's not about the products. It's not about our platform. It's about our users and everything they do interact with Rukquin. We want them to feel those emotions which is engaged and empowered and emotional.

Okay. Look, I'm going to end with this quote. People will forget what you said. People will forget what you did, but people will never forget what you made you feel. I know this is used quite popular, but it really resonates with me deeply because this is exactly why we do what we do at Druin.

Okay, so that's it for my today's talk and I believe this is my Twitter and if you want to hear more from me, please add me on X and uh connecting with me there and also I would like to invite all of you to our booth 74 and 75. We have amazing peak moments designed for you to experience. Also last one, we have a amazing afterparty tonight at the Gatsby's. I know there's many amazing un unexpect unexpected uh gift and surprises and the grand prizes. I heard is super popular.

I hope I can get in. If I do, I will see you all there. Thank you for your time.