Holdium - Web3 + Viral Mechanics
Holdium is a token designed for long-term holders in the Solana ecosystem. Distributed through a deflationary airdrop, it penalised early selling and rewarded commitment over time. It was built on top of Marzipan, a protocol for on-chain user acquisition, and stress-tested the platform in real conditions with over half a million wallets.
Solana
300k+
Web3/Crypto
10-20 employees
Challenge
Design an onboarding experience clear enough to explain token logic instantly
Create viral mechanics without feeling manipulative
Handle a surge in signups and wallet connections without usability breakdowns
Test the flexibility and robustness of the Marzipan protocol under pressure
Results
300K User signups in the first two weeks
600K Wallets connected across the platform
87% Airdropped users still holding their tokens two months later
Beyond the raw numbers, the experience stayed stable under pressure—no major drop-offs, no wallet errors, no last-minute hotfixes. User behaviour suggested not just interest, but comprehension and trust in the system. The referral model contributed to viral growth without incentivising spam, and the hold mechanics encouraged long-term thinking without overcomplicating the experience.
300K
Signups in the first two weeks
600K
Wallets connected to the platform
87%
Airdropped users still holding two months post-launch
Burn mechanism
Referral feature
Primary wallet selection
Process
Research & Analysis
Web3 onboarding is notoriously messy—connecting wallets, signing transactions, understanding token logic. I began by mapping out the full user journey from wallet connection to token interaction. We reviewed Marzipan’s flow and user feedback from previous drops to identify sticking points and friction patterns.
UX Design & Content Strategy
From those insights, I streamlined the onboarding flow—removing unnecessary steps and rewriting the copy to directly answer: what is this, why should I care, and what happens next? Wallet connection defaults were refined to reduce decision fatigue, and referral logic was embedded contextually.
Incentive Mechanics & Interaction Design
I introduced a referral system, score tracking, and subtle gamification via visuals and feedback loops. Users could see the impact of holding, track their bonuses, and manage multiple wallets from one interface. The burn mechanic (where selling forfeited future tokens) was made explicit but non-threatening—reinforcing behavioural nudges without coercion.
Live Monitoring & Iteration
Throughout the rollout, I monitored feedback daily via Telegram and X. Minor usability tweaks—like tooltip adjustments or wallet state clarifications—were deployed quickly. No comprehension issues were reported, and the system held up under scale without regressions or emergency fixes.
Initial wireframe flow of onboarding and dashboard.
“People understood what was happening right away. The mechanics made it sticky, but the clarity made it work.”
Landing page (hover and scroll for full experience)
Conclusion
Holdium proved that smart incentives and clear UX can co-exist—even in the high-friction world of web3. It validated Marzipan’s potential and demonstrated how behaviour design, not just hype, can drive long-term holding and engagement at scale.