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Doodledapp

A visual, no-code builder for smart contracts. As Head of Product, I shaped the product with our users, and I designed and built the website that won over both customers and investors.

18K
Contracts deployed
Demo completion
Validation metric
2 rounds
Iteration cycles
2021
Head of Product

Cycles

  • Validate
  • Iterate ×2
  • Prove
Doodledapp product screens

  1. Validate

    We launched a landing page with an interactive demo and a waitlist. The metric: how many visitors finished a sample contract in the demo.

    41% demo completion

  2. Iterate 1

    New users didn’t know where to start. We added templates and a guided first project that ends in a real deploy to a test network.

    First deploy in under 10 minutes

  3. Iterate 2

    Power users wanted to see the code. We added a live Solidity view next to the visual flow, so builders could learn from and check every step.

    Weekly retention doubled

  4. Prove

    Doodledapp became a go-to tool for founders and teams who wanted a contract without hiring a Solidity developer.

    18K contracts deployed

The idea

Smart contracts move real money, but writing them takes rare, expensive skills. Small teams were stuck: hire a Solidity developer, or copy code they didn’t understand. Doodledapp turned contract logic into a visual flow that anyone could read, build, and deploy.

What I built

I led product: the roadmap, the priorities, and the user research behind them. I also designed and helped build the marketing website, our main tool for reaching retail users and qualified investors.

  • Product
  • User research
  • Design
  • Frontend
  • Marketing site

Shaping the product

I worked directly with our users. I ran interviews, watched people build their first contracts, and sat in our community channels every day. The best ideas came from people who were stuck.

Every week, that feedback went into our product cycle. We sorted it by impact, turned the strongest signals into roadmap items, and shipped them in small releases. Then we measured what changed and went back to the users.

The website

I designed and helped build the Doodledapp website. It had two audiences. Retail users needed to understand, in seconds, that they could ship a contract without writing code. Investors needed to see a real product with real traction.

One site did both jobs. Clear messaging and a live product demo drove sign-ups, and the same story gave our fundraising conversations a strong first impression with qualified investors.

The features

The website “Stop waiting on developers to ship your contracts.” A live, broken contract on the home page invites you to fix it, before you even sign up.

Why we built it
The site had two audiences: retail users who needed to get it in seconds, and investors who needed to see a real product.
How it changed
The interactive demo replaced static screenshots. Visitors learned the product by using it.
What users say
“I understood the product before I even signed up. I fixed the demo contract in under a minute.”
The website

The visual builder Contract logic as a flow of blocks. Actions, checks, and updates connect like a diagram, and the Solidity is generated for you.

Why we built it
Smart contracts move real money, but writing them takes rare skills. A visual flow lets anyone read and build one.
What users say
“I can read the logic of my contract like a diagram. My co-founder, who does not code, can too.”
The visual builder

The first project A new project starts here, with a guided first step instead of a blank canvas.

Why we built it
New users did not know where to start.
How it changed
We added templates and a guided first project that ends in a real deploy to a test network.
What users say
“The guided first project got me to a deployed contract on day one.”
The first project

Deploy Pick a network and deploy. No terminal, no toolchain.

Why we built it
Deploying was where most no-code tools stopped. We wanted the whole path, from idea to live contract.
What users say
“Picking a network and pressing deploy felt almost too easy.”
Deploy

Build and compare A page that shows what Doodledapp does next to the usual way, so a visitor can judge the difference for themselves.

Why we built it
Investors and buyers both asked the same thing: how is this better than hiring a developer?
What users say
“The comparison page answered the question every investor asked us.”
Build and compare

A public roadmap What is done, what is in progress, and what comes next. Users vote on what we build.

Why we built it
Feedback from users went straight into the product cycle. A public roadmap showed them it worked.
Why it stayed
It turned feature requests into a conversation, and gave investors a clear view of where the product was going.
What users say
“I voted for a feature on the roadmap and saw it ship a few weeks later.”
A public roadmap

Networks Every network you can deploy to, in one list.

Why we built it
Users build for different chains. Multi-network support meant one tool for all of them.
What users say
“We build on two chains. Doodledapp is the one tool that covers both.”
Networks

The brand kit Logos, colors, and type in one place, for partners, press, and investors.

Why we built it
Every partner and pitch needed the same assets. One page saved a hundred emails.
The brand kit

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