Content Design @ MetaMask 🦊

Since May 2022, I’ve helmed the Content Design team at MetaMask, a popular web3 wallet trusted by over 100 million people worldwide. As the first content designer on staff, I’ve done everything from creating internal and external style guides to collaborating on new feature launches. I touch everything from microcopy to major feature launches (looking at you, MetaMask Card!), and manage a small team of content designers. This is just a glimpse at what I’ve been able to build with my amazing group of product designers, researchers, product managers, and (of course!) developers.

Case Study: How Crypto Jargon Undermines Adoption

Despite being one of the top wallets in the web3 space, MetaMask faced a critical adoption barrier: crypto terminology was alienating newcomers. While the product had strong technical capabilities, complex jargon created friction for crypto-curious users wanting to enter the space.

The question: How might we understand and address the language barriers preventing new users from confidently engaging with crypto?

My Role & Approach

Role: Content Designer & Research Lead
Timeline: April to June 2024
Methods: User interviews, terminology assessment, language comprehension testing

As the content designer leading this initiative, I worked with my team to design and execute a comprehensive study to understand how crypto-curious individuals interpret industry language—with the goal of informing MetaMask’s shift toward simpler, clearer terminology for broader adoption.

Research Objectives

I structured the research around five key questions:

  1. Learning patterns: How do participants research and gather crypto information?

  2. Motivations: What drives people to take their first steps into DeFi?

  3. Self-education challenges: What resources do they rely on and where do they struggle?

  4. Language interpretation: How do users parse and understand crypto terminology?

  5. Communication barriers: Which specific terms prevent engagement and why?

  6. Content needs: What type of language support do users need to feel confident?

Research Design

Participant Criteria

  • Crypto-curious, aka actively learning and wanting to get involved

  • Diverse backgrounds, with an emphasis on different ages, careers, and experience levels

  • Financially literate, particularly familiar with traditional financial platforms

  • Pre-investment stage, as in they hadn’t yet made significant crypto investments

Key Research Activities

  • Language comprehension testing: Participants defined crypto terms using their own words

  • Mental model mapping: Understanding how users connect crypto concepts to familiar financial terms

  • Content preference interviews: Exploring what types of explanations feel most helpful

  • Terminology impact assessment: Measuring how language barriers affect confidence and willingness to engage

Key Findings

1. The 70-80% Knowledge Threshold

All participants struggled to define at least half of the crypto terms provided. Despite being willing to learn, most stated they needed to understand 70-80% of crypto concepts before investing — a surprisingly high barrier to entry.

2. Critical Knowledge Gaps

  • “Gas fees” were completely unfamiliar to most participants

  • “Fiat” was consistently interpreted as the car brand, not government currency

  • “dApp” was mistaken for slang like '“fist bump” rather than “decentralized application”

  • Bridge/Swap concepts were intuitive in theory but couldn’t be explained in crypto context

3. The Power of Contextual Language

Language clarity directly influenced user confidence. When I provided contextual clues (like “gas + transaction fee”), participants could interpret meanings more accurately, which immediately boosted their willingness to proceed. This revealed that how we present information matters as much as the information itself.

4. The Emotional Cost of Confusion

Crypto isn’t just technically complex, it’s emotionally complex too. As new users navigate unfamiliar terms, they often internalize confusion as a personal failing. When participants were faced with jargon they didn’t understand, they didn’t blame the space. Instead, they blamed themselves.

“I feel dumb.”
“Is this something I’m supposed to know but don’t?”

Even when definitions were inaccurate, users felt more confident when they could piece something together. Confidence — not comprehension — often dictated readiness to invest. Yet, 80% of participants felt less confident by the end of the interview, underscoring the psychological toll of unclear language.


High confusion terms: Fiat, dapp, bridge, blockchain, on-chain, off-chain.
Moderate confusion terms: Gas, wallet, account, swap, stablecoin.

Participants described the space as:

  • Exciting, but also filled with anxiety, fear, and apprehension

  • Like “magic”, but also something that “people lose their life savings” in

  • Untrustworthy, with one person stating plainly: “I don’t trust anyone.”

They want to participate. But the unknown (especially not knowing what they don’t know) is a powerful deterrent. Our opportunity isn’t just to clarify definitions. It’s to design for emotional safety: validating the learning process, reducing shame, and guiding users with empathy.

5. Content Design as a Confidence Driver

Participants expressed strong preference for integrated explanations over external research. They wanted crypto terms explained within the product experience, using language that connected to their existing financial knowledge rather than requiring them to learn entirely new vocabularies.

Impact & Recommendations

Keep It Simple

  • Replace industry jargon with plain language alternatives where possible

  • Create crypto-to-everyday language translations for unavoidable technical terms

  • Implement progressive disclosure: start simple, add complexity when users request it

Redesigning with Words

  • Eliminate consistently misunderstood terms: “fiat” → “cash”

  • Reframe technical concepts: “gas fees” → “network fees” with clear explanations

  • Test all new terminology with target users before product implementation

An Immersive Education

  • Build explanations directly into the product experience

  • Create layered content: quick definitions + detailed explanations for those who want more

  • Design content that builds user confidence while maintaining technical accuracy

Long-term Content Design Impact

This research provided the evidence needed to support MetaMask’s strategic shift toward clearer, more accessible language across all user touchpoints. The findings became the foundation for comprehensive content design principles that prioritize user comprehension over industry convention.

  • Language policy changes: Established new terminology standards across product teams, with an emphasis of using words folks already know (think fees instead of gas, spending limit instead of token allowance).

  • Content design integration: Made content design a required part of feature development process, inplementing new processes such as content-first design workshops on net-new features or flows likely to confuse newcomers.

  • Adoption strategy: Created language-first approach to reducing barriers for new users, including a team-wide focus on human-centric language.

  • Competitive positioning: As the competition heats up in the world of web3 wallets, it’s important to stay positioned as the most accessible wallet for newbies and pros alike.

TL;DR:

This project demonstrated that content design is a growth lever, and strategic language choices directly impact user adoption and retention.

  • Clarity over correctness: Users need functional understanding more than technical precision

  • Context matters: How and when we explain terms matters as much as the explanation itself

  • Never assume: User comprehension can’t be assumed, especially in a niche space like crypto — it must be validated

This research provided the strategic foundation for MetaMask to shift to user-first language, demonstrating how content design research can directly drive business growth and product accessibility.

Friction as a Tool: The Secret Recovery Phrase Quiz

The Problem

Crypto scams cost users billions annually, with phishing attacks targeting Secret Recovery Phrases being among the most devastating. Despite MetaMask’s technical security measures, users remained vulnerable to social engineering attacks where scammers trick them into voluntarily revealing their Secret Recovery Phrases.

The core challenge: How do we prevent users from sharing their Secret Recovery Phrase with scammers while maintaining product usability and user autonomy?

The Approach

Role: Content Designer
Challenge: Design a protective intervention that educates without restricting legitimate use
Constraint: Balance security education with user experience

As the content designer, I needed to create a solution that would:

  • Interrupt potentially harmful behavior without creating friction for legitimate use

  • Educate users about scam tactics at the critical moment of decision

  • Provide clear guidance on when it’s safe vs. dangerous to share recovery phrases

  • Measure effectiveness through user behavior changes

The Intervention Point

We identified the moment of reveal as the critical intervention opportunity. Rather than generic warnings buried in help documentation, I collaborated with my product design partner on an active learning checkpoint that users must engage with before accessing their Secret Recovery Phrase.

The Quiz Framework

Two-question educational quiz designed to:

  1. Surface the key risk: Anyone asking for your Secret Recovery Phrase definitely wants to steal your assets

  2. Reinforce safe practices: Legitimate services never need your Secret Recovery Phrase

  3. Create cognitive pause: Force users to actively consider the security implications

  4. Build pattern recognition: Help users identify common scam tactics

Content Design Principles

Education over restrictions

  • Quiz questions teach security concepts rather than simply blocking access

  • Content explains why sharing Secret Recovery Phrases is dangerous, not just that it’s dangerous

  • Users retain full control—they can still reveal their phrase after completing the quiz

Contextual learning

  • Education happens at the exact moment users need it most

  • Content is specific to the immediate action they’re about to take

  • Clear connection between the lesson and their current situation

Progressive disclosure

  • Start with essential security concepts in the quiz

  • Provide deeper education for users who want to learn more

  • Layer information to avoid overwhelming users

The Execution

Quiz Question Strategy

I crafted questions that:

  • Use plain language

  • Reference real scam scenarios

  • Reinforce positive behaviors

  • Create memorable mental models for identifying legitimate vs. fraudulent requests

Messaging Framework

Before the quiz: Set appropriate expectations about why this step exists
During the quiz: Provide clear, educational content that builds security awareness
After the quiz: Reinforce key learnings and provide resources for further education

Impact & Results

Significant portion of users chose not to reveal their Secret Recovery Phrase after completing the quiz (specific metrics are confidential). This represents a direct measurement of the content design’s effectiveness in preventing potentially harmful actions.

Security Education at Scale

  • Proactive protection: Prevented countless potential phishing attempts before they could succeed

  • User empowerment: Educated users about scam tactics at the moment they’re most vulnerable

  • Trust building: Demonstrated MetaMask’s commitment to user security beyond technical measures

Content Design Validation

The quiz’s success proved that strategic content design can be a security tool. Well-timed, educational content can influence user behavior in ways that protect their assets and privacy

Design Principles Established

Content as Security Infrastructure

This project established that content design isn’t just about usability—it’s a critical component of product security. Educational content, strategically placed, can prevent user harm as effectively as technical safeguards.

Empowerment Over Restriction

Rather than limiting user access, effective security content design educates users to make better decisions independently. This approach builds long-term security awareness rather than creating dependency on product restrictions.

Intervention Timing

The success of this quiz highlighted the importance of contextual security education. Generic warnings are easily ignored, but relevant education at the moment of risk is highly effective.

Scalable Security Education

The quiz framework became a model for other security-critical features in MetaMask. The approach of education-first intervention was applied to:

  • Transaction warnings for suspicious addresses

  • Smart contract interaction alerts

  • High-value transaction confirmations

Industry Impact

This content design approach influenced security practices across the web3 industry, demonstrating how user education can be a security feature.

Learnings

Content Design as Risk Mitigation

This project proved that content designers are security practitioners. Our work directly protects users from financial harm. Strategic content placement and educational design can prevent scams as effectively as technical security measures.

User Autonomy + Protection

The most effective security content design respects user agency while providing protection. Users needed education, not restrictions, to make safe decisions about their recovery phrases.

Measurable Security Impact

Unlike many content design projects, this work had clear, quantifiable success metrics, with our Support Desk reporting fewer users falling victim to potential Secret Recovery Phrase scams. This established a framework for measuring the security impact of content design decisions.

Takeaways

Strategic intervention timing: Security education is most effective when delivered at the moment of risk, not buried in documentation.

Education over restriction: Users respond better to understanding why something is dangerous than being told they can’t do it.

Content design as security tool: Well-designed educational content can prevent user harm as effectively as technical security measures.

Behavioral measurement: The best security content design changes user behavior in measurable ways.

This project demonstrated how content design can be a proactive security measure, protecting users through education and strategic intervention design rather than restrictive barriers.