Blockchain ecosystem for entrepreneurs
Foundance
Outcome
No need to imagine anymore a world where anyone with a dream can bring it to life—without a mountain of money or a fancy office. Just an idea, a few passionate people, and the right tools.
That’s the world we set out to build with Foundance.
This ecosystem for early-stage venture building ia a community of 3000 entrepreneurs where 4500 beta users already turned an idea into a growing business with little or no money.
It has never been easier to put great teams together and keep everyone incentivised, even while being on a shoestring.
Foundance smart contracts are powerful, yet incredibly easy to use.
Role
Leadership
Product Strategy
User Research
Prototyping & Testing
Visual design
Challenge
We weren’t chasing buzzwords like Web3, NFTs, or DAOs. We were chasing a question:
What if starting a venture with others—complete strangers, even—felt as natural as working with friends?
Foundance was born from that question. A platform built for entrepreneurs stepping into the uncertain world of early-stage ideas. A digital space powered by blockchain, yet grounded in something much older—trust, collaboration, and shared purpose.
It wasn't the tech. It was what lay beneath it.
We weren’t just building infrastructure—we were building trust at scale. DAOs, after all, deal with sensitive decisions and valuable resources. And when power is decentralised, things can go wrong fast—unless you get governance, transparency, and security absolutely right.
We had to answer big questions:
How do we keep things fair without slowing everything down?
How do we balance openness with safety?
And how do we build something meaningful while the legal frameworks are still catching up?
These weren’t just technical challenges. They were human ones.
The top challenge for Foundance, was ensuring robust security and governance. As DAOs deal with decentralised decision-making and often manage significant resources, safeguarding against vulnerabilities, ensuring transparent and efficient governance mechanisms, and maintaining user trust are critical.
Addressing these aspects effectively is crucial for the platform's success and sustainability. That and navigating and adhering to relevant regulations and legal requirements.
The most challenging aspect for all decentralised autonomous organisations (DAOs) typically revolves around governance and decision-making. Ensuring that all participants have a fair and effective way to propose, discuss, and vote on initiatives can be complex. Balancing transparency, security, and efficiency in these processes is critical, as is maintaining active and informed participation from members. Additionally, navigating legal and regulatory uncertainties poses significant challenges for DAOs.
Value driven
Community. Today, over 3,000 entrepreneurs call this ecosystem home. More than 4,500 beta users have already used it to turn napkin sketches into working, growing businesses—many with almost no funding. Because we believe the right team, motivated by the right incentives, can build anything.
And we made that part—the team-building and incentives—effortless. Smart contracts that once felt like rocket science are now just a few clicks away. Powerful but simple. Like they should be.
Foundance is now helping to create and manage decentralised autonomous organisations (DAOs). It provides tools for collaboration, decision-making, and resource management within these organisations. Foundance aims to facilitate the establishment and operation of DAOs by offering features such as proposal voting, role assignment, and task tracking.
Artefacts
Feature definition
Primary customer journeys
MVP Definition
Goals
Our interviews and research didn’t just help shape the product—they shaped the philosophy behind it.
Familiar beats fancy
People want new ideas in familiar formats. So we designed with simplicity, not novelty, in mind.
Small changes have big impact
We fine-tuned, nudged, and polished—even the little things—because they often mattered most.
A single, well-crafted journey changes everything
By creating a clear, guided experience, users felt more confident and got more done.
We mapped emotions. We surfaced friction. We exposed gaps. And in doing so, we turned insights into action—and action into better design.
Synthesis of the findings
We stripped away the fluff. Every screen, every step, was reconsidered.
We removed redundant tasks. We added clear, timely notifications. We gave users templates to move faster, and we built a process that felt like progress—not paperwork.
Because when people know where they stand, and what comes next, they trust the process.
Solution
Smart Contract Integration
Community Building
Established a vibrant community of over 3,000 entrepreneurs, with more than 4,500 beta users turning ideas into growing businesses, often with minimal financial resources.
User-Centric Design
Scalable Design System
Developed a comprehensive design system from scratch, enabling scalability and consistency across the platform as new features were added.
Clear Structure
I provided a streamlined process, eliminating repetitive tasks and saving customers time. Clear notifications ensure all steps in the agreement and the project lifecycle are met correctly and completed.
Additionally, the platform provides standard contract templates, expediting agreements and ensures security.
Foundance successfully addressed the complexities of decentralised venture building by focusing on user needs, implementing secure and transparent systems, and fostering a supportive community. Its comprehensive approach serves as a model for platforms aiming to empower entrepreneurs in the Web3 ecosystem.
The Results: Real People, Real Progress
When you build something with heart, people feel it. And the results spoke for themselves.
Teams Came Together—Faster and Smarter
We saw strangers turn into co-founders almost overnight. With clear roles and a shared sense of purpose, collaboration felt natural—even when budgets were tight. The right tools made building together not just possible, but joyful.
Trust Wasn't Just Earned—It Was Engineered
By making every agreement transparent and every transaction secure, Foundance turned blockchain from a buzzword into a backbone. People stopped worrying about "what if" and started focusing on “what’s next.”
People Talked—And We Listened
Users told us the platform felt intuitive. That signing agreements was finally painless. That setting up tokenomics was no longer reserved for crypto pros. That we made something complicated feel simple—and that simplicity helped them move faster.
The System Behind It All
To support all this, I created a design system from the ground up—modular, scalable, and robust. It let us move fast without breaking things. And as the platform grew, everything stayed cohesive, consistent, and beautiful.
At the heart of it, Foundance is not about technology. It's about people.
About making it easier to come together. To start something bold.
And to change the world—not someday, but today.
For further details, let's set up a call and discuss in detail about my process and the specifics.