Tetyana Ponomarenko tanya@keep.digital
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Building Fight.ID: from 0 to 2M users

Designing a scalable product ecosystem combining identity, rewards, and engagement across millions of users.

Fight.ID product interface collage with mobile screens for quests, staking, and referrals

Metrics

0M+ users

$0M token sale

0M+ product interactions

0% user activation

Context

Fight.ID is a platform designed to unify user identity, rewards, and engagement across a growing ecosystem of products. The challenge was to build a system that could scale across multiple use cases, from daily engagement mechanics to token-based incentives, while remaining clear and usable for non-technical users.

Problem

The product required designing across multiple complex layers simultaneously: identity and wallet abstraction, tokenized rewards and engagement loops, cross-product integration, real-time user interactions at scale, and high-impact flows where trust and clarity mattered most.

System overview

Fight.ID acts as a unified identity layer across products, abstracting wallet complexity and enabling consistent user state.

Entity Auth Identity Engagement Wallet On-chain

Onboarding & identity creation

Users enter through familiar authentication methods, avoiding immediate wallet dependency and reducing onboarding friction.

Fight.ID onboarding screen with social login options Fight.ID email verification passcode screen Fight.ID username creation screen Fight.ID ready confirmation screen

Identity → engagement

After creating a Fight.ID, users can immediately engage with the product and start earning rewards off-chain.

Fight.ID desktop home screen with reward streaks, giveaways, and quests Fight.ID mobile home screen with giveaways and quests Fight.ID mini-games and quest screen showing daily engagement loops

Wallet layer

Wallet connection is introduced progressively, allowing users to extend their identity into on-chain ownership when ready.

Fight.ID account menu showing connected wallets Fight.ID wallet connection modal explaining wallet options Fight.ID wallet settings screen with multiple chains

Rewards & engagement

Designing a scalable incentive system that drives daily engagement, retention, and long-term user participation.

Identity Actions Rewards Progression On-chain value

Core engagement loop

Users engage through repeatable actions that generate rewards, reinforce behavior, and unlock progression over time.

Actions

Daily games, quests, streaks, social actions, and partner campaigns.

Rewards (FP)

Immediate off-chain points connected to visible feedback and progression.

Progression

Reward history, levels, streaks, and season-based achievements.

Conversion to on-chain

Later token and wallet actions tied to accumulated engagement.

Token mechanics

  • A system connecting user behavior to on-chain value.
  • Users first earn rewards off-chain through engagement (FP), then mint them on-chain to qualify for token distribution, creating a clear progression from activity to ownership.
  • ENGAGE (off-chain) → EARN (off-chain) → MINT (on-chain) → QUALIFY (token)

Key product decisions

  • Simplified onboarding by removing early wallet dependency
  • Structured reward systems to remain clear at scale
  • Balanced engagement loops to prevent spam behavior
  • Designed around technical constraints (wallets, chains, integrations)

Impact

0M+ engaged users

$0M engagement events

0M+ users completing core actions

0K+ users earning first rewards