World building for a new wearable tech company
Creating a visual world within the Deeds app that turns everyday actions into artefacts of connection.
Deeds is a wearable tech startup where friends send energy to each other through a bracelet and an app. Users send different types of energy, like Love or Positivity, which light up the bracelet and unlock digital and real-world collectibles.
The founders had already defined the energy types, but my role was to turn those take the concept and come up with a system that made sense and kept people coming back. Because energy was the core behaviour of the product, I reworked the wallet, the sending flow, and how progression and new tiers were shown. A large part of my time at Deeds was spent making this feel clear, rewarding, and scalable
The concept of energy existed, but it had not yet been turned into a system.
The founders had created:
• Emotional energy types like Love, Positivity, Dark, Weird, Chaos, Strong and Zen
• The physical bracelet was set up to glow specific colours when energy was sent
• 3D energy textures represented different tiers within the energy worlds however, there was no hierarchy
What did not yet exist was the connection between everything.
There was no clear answer to:
• What does sending Love energy actually give me?
• How do these energies become something users care about long term?
• How does the app behaviour connect with the physical bracelet?
• How do worlds, textures, and colours connect?
• How do we turn this into a loop that keeps users coming back?
My job was to connect:
Energy → World → Object → Collection → Meaning
Contracted sole Senior Product Designer, responsible for:
• Turning energy types into a collectible system
• Designing how 3D energy textures become tangible digital objects & made sense in the app
• Creating the colour, tier, and emotion frameworks
• Designing collectible cards and progression
• Driving iteration from concept to shipped product
We outsourced the creation of seven distinct 3D worlds for the app, each designed to represent and bring meaning to the different types of energy within them. This allowed us to gamify the experience, letting users send energy to unlock collectibles from each world and encouraging them to return regularly. One of my jobs at this stage was to help define and create the collectible concepts for each world.
Reference for a love collectible Reference for weird world
Energy worlds created by GG.Turbo in Blender
Collectible card exploration
Collectible card exploration A reference I found that we loved
I researched how ID cards and trading cards are used to make digital items feel valuable and real. Working with the founder, we decided that every collectible should have its own clear identity, not just be an image in a grid.
We explored different card styles and tested giving each collectible its own unique look. That being said, we knew we wanted to build something with our developer that we could scale and wouldn’t need custom design each time.
Working closely with the founders, I led the discovery, design, and iteration of a scalable collectible system that turned energy into something users could actually progress through.
We designed 35 unlockable collectibles across seven worlds, with each item hidden behind tiered progression. Users send energy to friends each day to level up and reveal new collectibles, creating a clear loop of anticipation and reward.
Exploration of movement & shine Prototyping send energy flow
To drive retention, we introduced a streak system that doubled points per friend, encouraging daily engagement, inspired by patterns used in products like Duolingo.
I also explored how the card system could support future collaborations, testing this with the concept of ‘Addison Rae world’ to see how branded energy and collectibles could plug into the same framework.
Some personal favourite collectibles
This project taught me a lot about using AI to generate large sets of assets while still keeping things feeling designed and cohesive. On the UX side, reworking the wallet and progression system made a huge difference. It helped turn energy and worlds from something abstract into something people could actually understand, track, and get excited about.
It also pushed me to think wider about what Deeds could become. Exploring artist and creator worlds showed how flexible the system is, especially now that it is built as a reusable CMS where new worlds are basically just an asset load and a colour change. I can really see these cards becoming physical one day, almost like trading cards, and it is exciting to think about where Deeds might take these worlds next.