NEARCON 2023 | Block Zero Stage - Day 1

Captions as YouTube publishes them, usually machine-generated, so product and people names can be misheard.

1. 0:03

   please welcome our MC to the stage near foundations Clemens Sheriff hello hello welcome everyone to day one of nearon 2023 um and we're here at the blog zero stage where you'll be hearing about all things web3 technology and really hear from the technologists at the Forefront of building the open web um yeah it's been it's been a while that we've now may have this journey within year you know we started out first as an AI company that then moved on to become a layer one protocol then

2. 0:54

   we moved towards the blockchain operating system and we're are now the open web stack so throughout the next two days you'll be hearing from various speakers as they dive into various um Solutions and applications that they use leveraging the open web stack and are teaching you how to do the same so for this um I think we we will be starting off with you know a talk from Sarah um on user experience on near

3. 1:27

   and with that I would like to you know ask you to welcome Sarah Mills to the stage good morning my name is Sarah Mills and I lead design and research at pagota and although I joined this glorious near ecosystem about six months ago um I've been doing product design in blockchain web3 since about 2016 and in that time I've noticed something I consider a bit of a misconception in web 3 not just near um

4. 2:33

   and that's the perception that there is a great crypto ux failure of usability people think that the biggest issues are onboarding or nonhuman readable addresses or friction in general users aren't flocking to an app or a platform and it's because the ux is bad and people say that the lack of usability is what is hindering adoption so what I want to explain to today is first ux does not equal

5. 3:03

   usability it is much much more more than that um and the second while sure usability can always be improved it's not the blocker that the real Great crypto ux failure is actually a failure to address two things specifically user motivation and user awareness so I want to back up for a second because in order to clearly make this argument and justify the title of my talk um I need to make sure that we

6. 3:37

   are on the same page um about some words the first being user experience so I've titled this talk let's talk about our feelings not because I want to be as off-putting as possible um but because feelings are literally what we're talking about when we talk about user experience feelings are how brains interpret the world around them and and I think now that with all the studies that have been done with social media

7. 4:02

   you're probably aware of that little dopamine hit you get when you click on a notification or um You probably notice the adrenaline when you go check to see how the Market's doing um but maybe you also notice the subtler feelings when you see a progress bar um or the little ding noise when you complete a task right do you notice what makes you feel that something is trustworthy or scammy so my first point is that an experience is not defined in the amount

8. 4:33

   of boxes and pixels on a screen and I think before a person can really talk in terms of how somebody else might experience something they have to have an awareness of how they themselves are experiencing it so step one is to notice your own feelings what motivates you what incentives are there in your daily life when do you find yourself avoiding using something what gives you feelings of confidence so the next point I want to

9. 5:04

   make is that people make decisions based on feelings it's groundbreaking um users of apps and products and tools have a choice of What feelings what experience they prefer or want to have they have a choice to try a product a choice to use it and a choice to keep using it is this going to be easier than what I'm doing now am I going to find what I'm looking for is this going to solve my problem is this going to make me feel stupid so then the next point I have is

10. 5:37

    that users and developers will choose desirable things they will pick a good experience or what they perceive will be a good experience and um all right that makes sense right that's not you know um so all we have to do to get to a billion users is just be desirable piece of cake um I also want to point out that there are um obviously other ways of winning the market um if you Google it you'll probably see the four Ps of marketing product price place and

11. 6:13

    promotion um and basically just being cheaper being first whatever we're focused on the product P of winning a market today so you might be familiar with this vend diagram um but this is basically the forces at play for a product is it viable is this business model sustainable it feasibility would be how realistically can we make it happen do we have the resources the skills the time um and then the one I'm talking about today desirability do people want it do does

12. 6:44

    it resolve their problems does the intended audience see the value so now let's talk about the harder part how in hell do we ensure something is desirable I'm so glad you asked because that's what I want to tell you about I want to empower all of you no matter what you are building to see the adoption that you want that we all want um because you've made something desirable so now that we've established that feelings Drive choice and are a

13. 7:16

    path to winning in the market the rest of what I want to say to you today users have a choice we've got that cheick if we're going to win when when users make that choice first we need to talk about usability and then why usability alone does not make something desirable and then what will make something desirable enough to win with some practical approaches sprinkled in because I can't help myself so I'm probably going to go really quickly but just know that I'm super happy to talk

14. 7:46

    about it later so let's talk about what's working on our path to desirability when I started working on this talk I asked Bowen Wang about the early days of near and for from what he shared and Other Stories that I'd heard I could understand how the ux considerations of both developers and in users were baked in from the very start they specifically made hard tradeoff decisions in favor of users and developers and there was always a desire to make things

15. 8:18

    easy and the word easy comes up a lot historically with near um so this is roughly four years ago Alex gave a talk where he had a slide about how near winds um and it's by competing on current web 2 developer and end user experiences and near has certainly delivered on a lot of that the other part is that Alex is establishing a benchmark for the experience needed to fulfill near Mission it needs to have parity with the current web2 level of

16. 8:51

    easiness and I want to call this out because this is the addressable Market I'm speaking about a lot of us including myself here make things for people that are already in the web 3 ecosystem but to get to a billion users uh we have to look outside this community and we have to compete with web 2 user experience so let's just quickly go over usability so far n is doing a pretty

17. 9:15

    good job um I have included neel's 10 usability characteristics for user interfaces they have not changed since 1994 and they are usually a sa safe bet when you're evaluating the usability of something and usability is usually just error prevention learnability indicating to the user what is happening being consistent years ago back in like 2017 2018 the ux of like literally everything in crypto was still pretty awful um these are actually screenshots I used

18. 9:50

    from my first presentations about fixing usability and the issues were systemic even though I have the screenshot at the bottom um some comments made during user research it really wasn't just matam mask at by a long shot and people would put up with it at least really motivated people fast forward to today fast forward puns um you have a lot more product maturity in the space there things are a lot more usable and um I think fast off is a great example of

19. 10:23

    competing on usability for new to web 3 users that are trying to onboard um it's a way for them to quickly create accounts for any website or app that integrates with the blockchain operating system uh it lets them get started right away without crypto uh it just uses Biometrics phone prompts and an email address and it's especially usable because there's a reduction in cognitive load it uses familiar patterns um it keeps only to what is immediately

20. 10:54

    relevant using Progressive onboarding um it lets people get in the F fr front door and see what's going on before they have to give up more things and engage further um roughly the same number of steps and requests as a competitor like sign in with Google uh clear system status it's interoperable and lastly because fast off uses the Dig design system it's got accessibility baked in and here's just some tactics um for

21. 11:23

    improving usability or measuring to make sure something is usable um but I think this is probably the most well understood aspect of desirability and you've already probably know about this kind of stuff um it's just generally watching a few people complete a task without helping them which is hard um and seeing how long it takes do they understand the words um and you'd I mention that because you'd be surprised at the outsized impact that words have on

22. 11:55

    usability um and also you can look at your analytics where are the most errors and drop offs all right let's talk about desirability how are you going to know if what you're making is desirable to your users well first we need to Define it um so to help with this concept of desirability at pagota I used an exercise called best product ever with our product team and it combines an awareness of why you personally use things that I'm mentioned earlier um but

23. 12:31

    ultimately gives you a way to quantify aspects of an experience and make them more concrete so the directions are just think of the best product you have ever used in your entire life and then describe why it's your favorite in just four words and while it's meant to be an informative exercise I think it's a good start to showing that there are more Dimensions to what leads a customer to find a product or service

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    valuable so when you do the exercise you'll see people use words like timesaver versatile fast high quality simple people love that word to describe their favorite products what we find is a lot of these words though can be grouped or Affinity mapped into broader perspectives and that's how we learn about what our personal desirability objectives are this is also a really good starting point to empathize with the users of your app or

25. 13:27

    product and these groups or like themes give us the beginning of a way to evaluate an experience something like to be considered desirable by our users our products experience must be detectable usable impactful credible for whatever you know your particular users need so we can see that there's a lot more to being desirable than just being usable usability is table Stakes just because you can use a hammer does doesn't mean you will have a good experience trying to open a can of beans

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    or brush your hair or transact on near so to get to a billion users what parts of desirability are we missing like I mentioned before usability is not the blocker so I want to explain my thinking using something called the fog behavior model this behavior model shows that three elements must converge at the same moment for a behavior to occur motivation ability and a prompt when a be user Behavior does not occur or any behavior um at least one of

27. 14:39

    those three elements is missing so uh I think the biggest takeaway is that just because people can do something does not mean they will do something an example would be um you want people to show up to your meeting um and you know they are in the office that day and they are capable of walking to the meeting room and it's an important meeting about yearend bonuses so you know that people are motivated to come to this meeting right they have the ability and they are motivated but the time comes and they

28. 15:10

    don't show up it turns out you forgot the prompt right you never sent a meeting calendar invite um so what if we look at this from desirability perspective standpoint some of the perspectives from the exercise before I think line up quite nicely here if we say the intended behavior is using our product or the near platform and that should happen if users have the motivation ability and a prompt at roughly the same time so we

29. 15:45

    can say the motivator for our users is that they believe that using our product or platform is going to solve a want or a need or a problem if the product is usable we can say that they have the ability to use use the product uh and we could say the prompt is like detectability or awareness like if was created by a marketing effort um or coming up in a search so the part I feel we need to work on as the near ecosystem on the whole is that if we want the desired Behavior the adoption of our platform

30. 16:18

    and use of our products it's not the ability or useability part that we're missing but it's the motivation or the impactfulness how well we're solving the problem and then prompts the awareness or detectability all right that's a lot I know so the first step of any experience is finding it to begin with right the main question that you answer with this desirability perspective is what do

31. 16:51

    users need to know about using our product or app and this can be marketing how is your potential use user exposed to your app does it appear when they search do they hear about it in a community that they're a part of but this is also within the product as well if you have a new feature how does your user know about it where is it in the hierarchy of the screen is it more prominent does it show

32. 17:16

    up when they might be looking for it how are they using navigation um a first example I want to point out of being detectable or ensuring that your customers are aware um is one you probably heard of because you're aware according to sweat economy's Twitter they have 130 million users on sweatcoin getting that volume of users is Not an Accident sweat goes where their potential users already are to build awareness one of the most

33. 17:49

    obvious places is when the Apple within the Apple App Store it's easily found by somebody looking for what they offer their number 17 or they were a couple weeks ago in the health and fitness category secondly while I was researching I learned that sweatcoin partnered with OK Cupid last year to reach new audiences and build brand awareness and has worked with other brands like headspace and Audible and I

34. 18:14

    like this example especially because it shows a posture of experimentation where do we think potential users people interested in the outdoors or interested in health might be another example of awareness is the recently shipped component detail page on n.org specifically the stats area for analytics the team added this as a possible solution to an awareness need developers in user research said that seeing a component engagement numbers or

35. 18:46

    analytics was critical to how they chose components to use because the popularity or high engagement might be an indicator of quality right it's an evaluation awareness tool so uh making sure that you've built in awareness of your product is usually a function of marketing um do people with the problem you're solving associate your brand with a solution is your product coming up when people search um but this can also be about using words that your intended audience

36. 19:19

    is familiar with and testing whether or not people can navigate your app and this will be specific to your product but the biggest indicator is going to be people clicking that first action or the the CTA are they aware enough to think your solution might be intended for them all right so the second perspective is arguably the hardest one and basically how well are you solving your

37. 19:43

    intended customer's problem user experience fails if we've built awareness we've made it usable and then we don't deliver anything a value are you reducing hassle are you providing entertainment are you clarifying information are you lowering risk are you promoting Wellness are you making something faster so I'm assuming a lot of you are familiar with jobs to be done um the core concept though is that people are hiring your product to do a

38. 20:14

    job and it's not the only way to understand and frame your users needs um but in my experience people tend to pick up on this one the fastest and that's because when people teach it at some point you hear people don't want to buy a quarter inch drill they want a quarter inch hole I think it's really important to understand this because it means that people are after an outcome but there are many ways to get a quarter-inch hole a drill might be an efficient way to do that but it is a

39. 20:44

    means to an end what do human beings need what are the metaphorical quarter inch holes what do people in your hometown need what about people that are older or younger than you and I want to be clear I absolutely agree that owning one's data is important and so is having an open web but those things are quarter inch drills they are means to an end and exactly what end or outcome depends on who you ask and I think we focus a lot

40. 21:19

    on ideology and really not enough on communicating in an inclusive way the actual benefits to humans in their daily lives um one example of an impactful experience that I really love is the configure flow for stripe checkout is really simple nothing mind-blowing but it helps it exemplifies helping people do something better right so I don't work at stripe clearly but theoretically you might construct a problem statement

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    to say users configuring their stores checkout process are making too many errors and are having to to go back and repeat steps because they didn't realize the implications of their choices how might we help them get it right the first time and feel confident in their choices this would let them see their choices as they go and reduce errors and mistakes and build their confidence that they are configuring it

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    correctly we've been doing some Vision work at pagota um and so this screen is just an early early visual um of some ideas that we might choose to build but I picked it because one we know developers are not a monolith and their needs and motivations change depending on how much experience they have what project types there are their familiarity with web 3 and so our team has a lot of potential needs to comeb through and prioritize like a need to get help from peers um a need for Quality example

43. 22:52

    projects but at the end of the day we have to ask why are open-source developers contributing in the first first place and we know from research that a lot of it is intrinsic motivation right or because they really believe in the platform um but people got to eat and not everyone is wealthy enough to contribute to projects for free could we grow the developer Community if we found more path to sustainability for them so how do we know we've correctly identified a problem our users have and

44. 23:25

    how well they are how well we are solving it the first step is just stating who exactly you are building for um and asking those people about their problems you can ask what's hard about what you're trying to do what have you tried before how does that make you feel and I'm actually completely serious about that last question because you user motivation is going to be so much higher for a solution to a problem that

45. 23:58

    makes them feel enraged versus a problem that is mildly annoying and actually in a talk right after this um my colleague is going to tell you how to design with your users not at them um and it streamlines all of these things from Ida to getting feedback so check it out um some good indicators for how well you're solving the problem will be customer satisfaction scores support ticket topics um and then a lot of the conversion indicators in your analytics like how many accounts have an account

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    sign up and the first action completion in the first day so let's recap yes there is an ecosystem-wide ux failure that is standing between us and Adoption of a billion users but it is not usability to compete with web 2 experiences and get to a billion users we have to address our users needs actual needs and motivations and their awareness that we're solving a problem they have so I want to come back to the slide from earlier when I left crypto in 2020

47. 25:10

    I told myself I was done done with the scams and the embarrassing headlines and the constant talk about price and bag holding and I'll admit I was skeptical this year when a friend reached out to me about coming to work on year but when the leaders in the Community say that they want an open web I believe them I believe them because they made something that had baked in from the very start considerations for the humans who need to interact with what they put

48. 25:42

    out into the world and my hope is reinforced with every person I meet in the near ecosystem people who are kind and curious people who aren't all hot air and empty promises people who care if they're building something that that will make other people's lives better not just their own and if there is a group that is going to pull this off making the open web real winning the market by building things of value to human beings

49. 26:13

    it will be this group thanks that was great yeah thanks so much Sarah this was an amazing talk I especially love the Simplicity you brought into this this conversation and one thing that I definitely want to see more of going forward is products and services you know abstract away web 3 as much as possible and I think this is what nearest Tech is uniquely um positioned to do um with that please welcome to the stage Jonathan and Pina will'll be telling you about un storing your data

50. 26:54

    with AI at near thank you Clemens uh we are going to be doing demo so let's just see if we can get our machine hooked up here okay all right great so that's all looking good um okay so before we get to the demo we're going to talk a little bit about

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    uh data and um oh uh oh yay yes and what we're building out on Machina um so I'm Jonathan I'm Pina yes we we are uh two of the founders of on Machina and uh we're building decentralized infrastructure starting with a storage Network so Paulina is going to talk a little bit about why we are starting with storage and what we think of the uh the storage landscape yeah so welcome to the generation zetabyte uh as you can see by this graph the amount of data that people produce

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    is actually growing pretty rapidly starting from 2010 and 2025 can actually see from this graph that for the next roughly two years we'll grow about 30 to 25% and this is a very rapid transition from where we started as the phone get better you know the data images files became bigger and bigger and the thing about this is as a fact all of this data isn't struct well 90% of the data isn't

53. 29:10

    structured and uh how to work with that uh and why is this important or rather a fact starting at 1970s all the data uh was rather queried or put in the database so you would know a question that you need to ask or statistics that you want to collect before you got to organize your data and that's why everything was put in the database correctly then once the Google started to emerge you had this mechanics of map produce and we shifted to a big data so

54. 29:41

    now you have profiles and all the other things and to collect statistics you can reduce and you have and you know the query later and then we have a data Lake as you can organize the data into the blobs and you have some agility in terms of how you can put a question and uh gather your statistics and now as we're heading into 2020s we are in 2020s now we got to intelligent data so all of our data can be unstructured and we still can work with that because of the AI we

55. 30:11

    no longer have to know the questions to structure our data correctly we just work with the data as it is and at the same time AI will require the data and the rocket ship of AI is fueled by the data and it REM it uh has to be trained on the huge amounts of data and refined of massive amounts of data and mention in the data lakes and the hydrogen is the fuel for the rocket so this is a good analogy with the lake as we start to unstore the data and uh feed it to the AI we have to bring the

56. 30:49

    data out of the lake into the rocket ship and more and more important it becomes to make the data actually being owned by the users because AI is not just power for for the human who use it like everyone of us sooner or later goes to chib to write some email to to the people you don't like for some reason being polite and yeah it becomes powerful for us but it also becames can be become powerful for all those corporations and for the Bad actors and

57. 31:19

    this is why it's very important to control your data as the huge evil corporations will try to vacuum clean it up and monetize your knowledge yeah so I I think that uh we're facing a situation now where as Pina said you know we have more data than ever before already and it's just going to continue to grow at incredible rates the big change is that we are now having uh the ability to process and access and learn from unstructured data in ways that we never have before which is awesome but can

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    also be scary um you know one of the things that uh that we believe believe is that as this uh data becomes accessible becomes usable becomes intelligent we don't want to see that just centralized into the hands of a few powerful institutions and we're coming out of an era where cloud computing has really been one of the greatest forces for centralization in the history of Technology We've Ended up with kind of

59. 32:16

    an oligopoly of just a few Cloud providers that provide most of of the Computing resources for the world uh but if Cloud you know was a big center of gravity you know Mass AI is going to be even more that way like the the default that we're heading towards right now is everybody wants to give their stuff to open AI um everybody wants to feed their data into chat GPT and train it and make

60. 32:40

    it better but I think it's really important that we pause and we go wait a minute what is the impact to each of us what is the impact to our businesses what is the impact to to uh the the ability of us as humans to learn and understand and interact with each other um you know one of the reasons why these big centers of gravity like like Cloud providers and and uh and AI providers uh

61. 33:05

    succeed at sucking up so much data is because when you have a centralized system it's easy to build a common API and when there's a common API that makes it easy for apps to uh live on top of on top of those systems so with on Machina we are creating systems and structures where you can put a common API on top of an entire nebula of stars on top of a highly uh decentralized set of operators and data center managers and then you can navigate around that and you can

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    decide how much control you have over your data where it lives who uh you know who who has access to it so this is um you know this is I think a a really important thing to think about now as we're still in the early days of AI still in the early days of of unlocking all of this unstructed R data um so that we can make good decisions and and potentially different decisions than we've made recently so we started with a storage Network and we do have a common API that sits on top of a Federated set

63. 34:10

    of of uh nodes across data centers and that API is very simple uh but you know simple can be really powerful too the our API is a rest API with five HTTP verbs get put post head and delete and uh you know that's a uh that that's good because it means it doesn't take a ton of time to understand how to interact with the storage system as I said we're going to do a demo in just a couple of

64. 34:33

    minutes um but to talk a little bit more about how it's built and why we're here at mircon and at the the hacker space um our identity management is totally integrated with near so if you have a near account then you have uh access to onina now we're in a private beta right now so go to on.i fill out the form or hit us up afterwards if you want to get Early Access and try it out but near acts as an O layer and then uh that connects to a proxy layer that sits on

65. 35:02

    top of nodes um from different providers all over the world so right now we have we have nodes in uh in in three continents um in Europe Asia and North America and uh and those nodes live in data centers that are are on different networks and and from different providers so this is um you know a key part of the decentralization here is that this is not all controlled and owned owned and operated by a single entity at the end of the day where where the data is living um and so you know as

66. 35:34

    we as we unstore the data as we bring it out of these archives and out of these data lakes and feed it into AI systems it's really important to think about what this means and uh and um you know be very cognizant of also where we are in the AI Journey um we had one of our designer friends help us with with some of these slides and he uh he decided to use AI to create some of this and he gave a prompt to uh to one of the AI image generators and said

67. 36:07

    create a book in the style of a New York Times bestseller with the title unpredictable and so this was result one unpre uh this was result two I don't even persable yeah uh unpr producti you know this is I think another good thing to keep in mind about where we are in this AI Revolution um it doesn't always work yet it's a little bit dyslexic it's a little bit yeah it's a little bit uh um you know incomplete in its abilities so again you have to think about like wait a minute what am I sending my data

68. 36:38

    into what are the risks what are the potential fallouts if you know uh the AI takes this kind of turn um and so we think that in a unpredictable World in a world where things are rapidly changing decentralization is important because it helps us stay agile and properly built it gives us a great great user experience and it gives us the ability to uh to own our data so all right we

69. 37:02

    said that we would do a demo so let's go ahead and jump over to that um a console yeah I'm going to start in in a browser here so this is a uh this is an example web app that we built um it's just a simple JavaScript front-end app it's a handful of files put it together in in uh basically a day and it gives a view I am logged in with my near testet account J br. testnet it gives a a sort of a file system View and uh you know I

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    can create containers which are basically like folders so uh nearon 23 demo and we come back here and voila there it is you know I have some containers that uh that already exist um this is a picture of me with my first computer y you know I was a lot cooler back then actually uh and we can you know upload files so go over here and let's pick uh you know maybe this and upload it so you know this is um pretty simple right we've got uh basic

71. 38:20

    file browser functionality but again it yeah you know yep just add it so so this is all built in again a super simple stateless JavaScript front end app I could run this locally on my machine it's it's currently running on a on a netlify deployed website um and it's using those five HTTP verbs get put post head delete to to create this interface what's cool about it and where it gets

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    powerful is that because it's it's simple like that you can uh you can combine that into a lot of different commands now I'm going to use Curl here curl is a command line utility that exists on pretty much every uh Unix BAS system for many many decades um so if I uh if I go ahead and I I get my account status you'll see the same list of containers including that one that I just created um you know I could go uh let's

73. 39:16

    see let's do a a put here um so that will create a new container um test z uh I can put a file into that container uh do a text file here and uh and now if we if we call a get on that container then we'll see you know that that I've now created a container I've created a file so all of this is is pretty simple stuff where it gets cool and Powerful is because it's these simple commands you can combine them together you can script them you can program them um to be much more much

74. 39:59

    more powerful than that so uh if if we go back to to the top level of my account you'll see that I have I I like to script things I had uh created a thousand containers with a thousand objects in each of them so you know basically throwing up millions of of things onto the system um and there are a few of these left but let's say I want to clean out all of the files and container 01 so um over here I have I have a file that just has um paths in it

75. 40:29

    uh let's go ahead and update this so that instead of0 it's 01 if I go back over here I can send uh send that file to the system um as a let me see there we go as a bolt command so this is going to be a bulk delete command that I send that file and if we go back and we uh click in here you know it had a thousand objects in it you can see it has fewer they're getting deleted yeah it will take a little bit we refresh

76. 41:09

    again fewer you know and this is just going to keep running so you can you can combine these into really powerful scripts and I'm just doing all of this directly from a a zsh command line here so this is you know nothing fancy this isn't a special client this isn't anything like that just piecing these together the other the other side of all of this though is that um we have decentralized the way that nodes are

77. 41:32

    added to the system so I uh I mentioned that we've got three continents I think that um we should bring Sal Pao online into the network right now so I created a server just a little while ago if we look at this server you can see it's been online for about two hours um and it is uh S01 so we'll go back to uh my operator dashboard and uh this is DSN S01 now what this is going to do is I'm

78. 42:06

    logged in again with my test net account it's going to create a sub account on near um we require staking some near as a little bit of security on the test net it's only one near um but basically to uh to to kind of get all of our operators into um a state where we're all helping to secure the network so we will create that account all right that has now been created our stake has been accepted yes um it's created a credentials file uh

79. 42:39

    I'll download that gives us some commands to run on our server to prep the file system so we'll go over here we'll uh run those um let me make sure that oh credentials file got downloaded it did okay so if we uh upload that to to our server all right that is on there now our file system is prepped and uh and we can now run this command that will uh start up a a Docker image and connect to the network um yeah so what we just did we pretty

80. 43:41

    much established a new noes inside the storage Network so previously we had four as you saw on the slide we added the fifth one so what it's going to do right now is actually try to sync up all the file pieces from the other notes and redistribute them to add for the new noes so let's create some new data and get some activity y happening here and uh as we put the new files they get

81. 44:05

    redistributed in between the networks so every node has a piece of the file so as we span off the new node just now it will first sync the files from the previous nodes but as we add new files it will as well receive new file pieces so that's what we'll try to do right now Jonathan did did you just push a file I miss that I did yes so it takes a a few seconds to refresh and start pulling data but what we can we can come back and check it in just a minute but anyway the uh the thing that

82. 44:35

    that is great about this is that the uh the operations and the uh the um the front ends the back ends everything is decentralized in a way that uh that allows people to participate in this network to come and join the network add capacity to uh to leave the network uh you know we must have have uh have hit in the middle of a refresh rebuild cycle I'll keep an eye on it let's finish out with our last couple of slides Pina and then we can oh yeah quick summary actually we're run out of

83. 45:12

    time as well yeah so can we press yes as a summary uh the data growing massively right now and it will continue on growing rapidly then uh we would need the data to become intelligent and uh AI will feed on it will feed from this data as well it is important to uh have control of your data as it could it becomes more and more centralized as we use the projects like Facebook or Google cloud or open IB not so open recently so

84. 45:44

    yeah centralization becomes more and more risk and that's why it is very important to have your data decentralized and stored in on makina yeah all right so again we're going to be around here for a little bit come find us if you want to uh to get into the the private beta um on M.O is the the website scan the QR code and uh yeah thank you thank you thanks so much for that presentation it was really cool to see you know the intersection of of AI and decentralization web 3 I think this is

85. 46:29

    really one thing that near is uniquely positioned to take advantage of given the history of our Founders next up I would like um you to welcome a very very special guest who will be coming on stage in just a bit if it's called a stable coin and its point is to be stable someone could look at us and say this product did nothing South Korean Crypt fugitive Tuan has been sentenced to 4 months in prison a cryptocurrency entrepreneur has been

86. 47:02

    arrested in Montenegro thank you guys FDX founder Sam bman freed arrested in the Bahamas set to face a judge this morning three arrows capitals three arrows Capital three arrows Capital the now bankrupt hedge fund was borrowing billions well how did a major crypto lender go from managing billions and assets to filing for bankruptcy I would not touch crypto in a million years this is one of the largest speculative bubbles Bitcoin is worthless artificial

87. 47:27

    gold yeah it's over it's over it's over near protocol near protocol near protocol near protocol has rocketed to 3 million monthly active wallets making it one of the most used blockchains in the world so what's the answer so what's the answer what's the answer what's the answer the key to success is developers developers developers developers developers developers developers developers developers developers

88. 48:09

    developers developers Developers wow that was a trip down memory lane um yeah that's exactly what we need we need developers I think everyone that's been coming on stage here has been talking about all the amazing Great Tech which is good and all but at the end of the day we need people like you guys to take that amazing Tech and actually turn it into amazing products and services for everyone yeah please next up welcome

89. 49:07

    Saul from Pagoda to tell you about design research for delightful experiences let's get connected here

90. 50:13

    all right finally connected uh how are you all doing all right um I actually love the small crowd I think it's going to be a really uh fun fun talk I'm really excited to talk to you all about um codesign um I've been a researcher for uh now I guess it's about 11 years um it's been a long time and um I'm really excited to talk to you about code design research um and how it can enable basically better experiences for your products um with that design is

91. 50:46

    really messy right uh getting you know stakeholders uh whether that's designers PMS Engineers everybody has to have um a solid Vision in order to actually build something uh that's useful and delightful and as as my colleague Sarah mentioned earlier um things that are actually going to solve problems and research is one way um is is one way that we can mitigate some of the risks in this

92. 51:17

    process in this very nonlinear process um and codesign research specifically I think is a really amazing opportunity for us to uh to to get to those delightful experiences but it's not perfect you know we're not going to we're not going to I'm certainly not going to give you the tools that you need all in 20 minutes uh to go build delightful experiences but what I hope I can do today is Empower you all to run your own co-design either uh research sessions or

93. 51:50

    co-design workshops um so that you get closer to a better answer and a better out outcome So today we're going to talk about you know what is code design um we're going to talk about why code design is important and I'm going to talk to you a little bit about how you can run your own code design uh research session and we'll wrap up after that so what a what is code design uh just a

94. 52:12

    show of hands from the audience um who all knows what code design is or has heard of code design in the past all right so we have a couple folks great great that's awesome um even if you've never heard of it again I hope to empower you all to be able to go and run your own codesign sessions after this so let's start with a really boring definition of what codesign is and let's

95. 52:37

    all read this together so codesign is a process of collaborative design thinking or a joint inquiry and Imagination where different participants associated with the design process work together to identify a problem develop Solutions and evaluate those evaluate those Solutions so obviously really wordy really boring but let's simplify that for a moment so rather than thinking we are designing for users uh you can think about this as a process of where uh we might have

96. 53:08

    designers build a prototype they put it in front of users they get some feedback we go iterate on that and then we come back to the users um we are instead of Designing for users we're actually designing with users so we are putting users at the at the center we're putting users uh at the table with us when we're making decisions so um just before we go on a little bit further let's talk a little bit about a brief history of uh where

97. 53:37

    Cod design even came from so it actually started in Scandinavia with trade unions um and they called it Cooperative design back then the Americans heard about it in the 70s and they said uh we don't want to call it Cooperative design we're actually going to call it collaborative design so uh you know we had to put our own mark on it um in the 80s uh codesign started to migrate to other fields urban planning started picking it up uh software design started picking it up

98. 54:06

    then with that Don Norman came around if you've all heard of Don Norman he's basically the father of HCI or UCD um he came out with user Center design and that's kind of where we had a little bit of a fork in the path participatory design or co-design had its own path us user Center design had its own path um we can think about those two different paths again as a top down process where we're designing for users

99. 54:31

    that would be uh user Center design and then designing with users would be more of the co-design U aspect then in the 2000s it started to gain notoriety codesign that is um we had a lot of academic researchers do research and basically they showed that uh codesign was leading to better outcomes to risk richer Solutions and it was a really really positive uh force in in in our our uh toolkit and then lastly uh the 2010s to present it's gain mainstream or it's gotten mainstream so we have both

100. 55:09

     practitioners or excuse me uh research practitioners and non-research pract practitioners utilizing uh codesign research in their uh in their programs and organizations so to talk about what codesign is we have to talk about what codesign is not codesign is not a place for us to validate our assumptions we're not going to talk to our users and say hey is this is this idea that we're coming up with a good idea great all right we can run with that or if they say no we might say well that was the wrong person to talk

101. 55:47

     to we might want to talk to other people so we're not validating assumptions we're also not asking users what they want um we've all heard the famous quote you know uh if from Ford so to speak if we had asked people what they wanted they would have set a faster horse um I don't think you know I don't think really asking people what they want is the right approach we're also not asking for free work if you're familiar with

102. 56:12

     this episode of The Simpsons uh Homer's long lost brother comes to him and his long lost brother is a is a car manufacturer and he says Homer you're the average American man how do we build the best next vehicle and Homer says well we need a glass dome in the back so that we don't have to hear our kids and we need a horn in four different places um and basically Homer gave him some free work it didn't turn out so well so we're not we're definitely not asking our users for free work in that regard

103. 56:45

     so let's go back to the definition I want to highlight a few key points that I think I need to hammer home so codesign is a process of collaborative design thinking that means we're all working together where different participants um that piece is crucial because we are not only going to have participants in the room but we're also going to have different stakeholders in the room when

104. 57:09

     we're co-designing so that's the people that you want to talk to and actually get feedback from but also the people who are building the solutions we want sort of an equitable and inclusive um space where everyone can feel empowered to share their ideas and ultimately we work together so what we want to build towards is cohesion in that space so that we can again build towards better outcomes so again we're designing with our users so why codesign what makes

105. 57:40

     codesign so important in the grand scheme of things we obviously have a lot of different research methods there's usability testing there's uh benchmarking eye tracking AB testing pick of the litter so to speak in terms of of research that we can do what makes co-designed so special against all of these methods well first and foremost it reveals what people value and when we're building our products we have to represent what

106. 58:11

     people value so that they can see themselves in their product they have to be able to understand that what they use is valuable to them it also shows how users make choices so if you know when you're in your session with your user and you're having a discussion about a prototype that you put together um they're going to talk about trade-offs and all of design all of building all of Designing is tradeoffs and so understanding what

107. 58:42

     those tradeoffs are from your users point of view again will highlight what they value and what's most important to them it's also going to uncover users latent and unmet needs often times when you're in a session with a user um they might think of an anecdote or a story where uh they wouldn't have otherwise but because you have an artifact and they have lived experience that they're bringing to the table you can then use

108. 59:07

     that as a way to trigger those stories from the past to say you know what actually that reminds me of the time that I did X Y and Z and this is why that's important or here's what I did or here's the frustration I experienced in that um in that story it also challenges users uh preconceptions and what I mean by this is that you'll have an idea that you're presenting to your users so you might have a prototype you might have a wireframe um whatever it is the user is

109. 59:39

     then going to be able to put that story together in their head and say this works for me or this doesn't work for me or hey now that I think about it this is not what I was thinking so maybe that here's another solution that we can actually work with it'll also challenge your own pregnancy Notions I have worked with lots of designers who come to the table and they say oh you know we we've done analytics we've done data science this is exactly what they need and then

110. 1:00:04

     it goes to some form of research the feedback comes back and says wow that is not at all how people uh they didn't use it at all how I anticipated that they were going to use it so it challenges our own preconceived notions as well and lastly it leads to richer Solutions so where you might have something like use ility testing where you put a prototype in front of a user they try to run uh a few tasks with that Prototype all they can really say is that or all they can

111. 1:00:36

     really show you is that hey this didn't work as intended it was really kind of a it's a binary did they complete the task or did they not not to say or diminish the value of usability testing it definitely has its place but when we talk about codesign and we actually utilize people's lived experiences to help bring solutions to the problem then we're now solving actual problems from the users which leads to richer

112. 1:01:00

     Solutions so how do you run a codesign uh research session um and that's kind of what I hope to do for you all today is to give you the tools that you need to go and run a session on your own but before I do that I want to talk about a real world example um and is actually very timely so um my colleague here Schwan uh you if you can just raise your hand um she's going to be running co-design sessions here at nearon 23 uh she and I work together to put a design

113. 1:01:30

     together uh excuse me a research design um so that we can uh run research and get ideas and thoughts and your experiences so please find her after uh or during all of uh nearon if you'd like to participate so another piece of this is what does what does codesign actually look like what does it what does it mean to run a codesign session so so a code design session really looks a lot like typical research like you might have an interview with someone who sits across from you or next to you um you might

114. 1:02:04

     have a series of questions that you ask them but the key part about codesign um sessions is that you're presenting them with some sort of artifact right you might have a prototype again as I was mentioning you might have wireframes you might have even paper and Pen but the idea is that then they can sketch out or build solutions to problems that you're presenting them with and so um again it

115. 1:02:27

     looks very much like a usability session an interview session or if you're doing it virtually or remotely you can do it um over Zoom where you're in a session with your stakeholders and the participant um and you're maybe using a tool like uh Meo or uh fig Jam um where you can all collaborate together in in a tool so how do we uh how do we run our own research I want to talk about the three phases of research the planning

116. 1:02:57

     the conducting of the actual session and then what do you do with the data afterwards the analysis so planning the research starts with who to involve so this comes or this starts from both internally what stakeholders do we need to be involved in this in this project do we need uh everyone do we need PM design engineering content design do we need everybody to be involved or do we just need to need a few people um and then who do we excuse me who do we

117. 1:03:26

     recruit um is that going to be uh you know you got to figure out what your demographic that you're going after are they people who are familiar with their Pro your product are they people who are not familiar with your product there's a lot of dimensions in terms of who to recruit but those are all key decisions that you and your team can make about um who to actually bring into the session you also want to determine the objectives so are you looking for a

118. 1:03:52

     specific solution to a specific set of problems or are you looking for broad feedback the idea here is to determine exactly what you want to get out of your user and funny enough it doesn't involve asking users what they want or to validate assumptions you actually have to think about what is exactly you want out of the research session then you want to decide on what prototype you're going to use you know if you have a set of screens that you want to show are they static screens are they going to be uh interactive uh

119. 1:04:24

     is it going to be a wireframe where maybe it's not as High Fidelity or maybe you want to go even as low Fidelity as possible and you want to use uh paper and Pen um I've run many many sessions using paper prototypes and they have been very very successful you get a lot of data that way so now on to the conducting of the research so when you start the session you're you know let's say they logged

120. 1:04:49

     into Zoom the participant has logged into Zoom you're there with your stakeholders whoever is fac facilitating that session should be really focused on building Rapport try to make the the participant feel as comfortable as possible ultimately what you want to do is facilitate and build a space of trust so that they can offer you Solutions as you're going through the session then from there you want to walk through the activities you can say hey uh all right

121. 1:05:14

     we're going to start off with a set of questions I want to understand your lived experience I want to understand you know what problems you're facing today in terms of you know what you do with this product um and then after that we're going to go into a codesign session where we're going to build some solutions together and then we'll talk about those Solutions afterwards where maybe we'll uh vote on the outcomes of

122. 1:05:36

     those of those uh uh Solutions and then ultimately this is kind of like a meta comment uh you want to stay curious throughout so as you're running through the sessions with your users they might offer up a solution and say hey um I think it's better if we place this widget over here on the corner or if this widget allowed me to do X Y and Z your position as the Observer and facilitator is to stay curious wonder why why is it that you

123. 1:06:07

     need it over here or why is it that you need to have this content included again it's really about surfacing those values that people have around your product so that you can reflect that back to them all right let's talk about the last phase the analysis so you've run all your sessions you've done five sessions you've done four sessions you've done 10 sessions what do you do well you gather all of your files you know whether that's uh

124. 1:06:34

     handwritten notes type notes it's your recordings um it's your transcripts all of that you put that into one Central uh repository so that you can go ahead and start finding patterns at a certain point you will start to get similar types of solutions you will get similar types of suggestions but the the idea is that you want to find these patterns because then these are the pieces that

125. 1:06:58

     you use to figure out what to do next okay do we build these Solutions do we table these Solutions are the solutions feasible are they um are they too high risk for us at this moment um that's all for your organization to determine but from there on you can you determine the next steps so with that we've talked about what is code design we've talked about uh why it's important and we've talked about how to run a codesign session and I want to

126. 1:07:31

     leave you with this closing quote here which says codesign is not always easy um but in the end you achieve much more involvement and commitment towards the outcome and what we are all doing in terms of research is trying to mitigate risk and lead to a better outcome so I think that uh codesign is a really really fantastic way for you to get richer outcomes and just a Shameless plug here um we have a research panel um and you can earn near con U by uh filling out this

127. 1:08:04

     intake form and um you can find it at several of our booths um but uh feel free to to join our panel if you are interested in participating in research and with that I'll say thank you hello thanks so much all it was a really insightful session on user research uh and codesign um next up please welcome weu from Smart token Labs who will tell you all about um smart toonomic design

128. 1:08:52

     architecture it's here okay so how do it go forward and back okay shall shall we start or waiting for someone no okay so hello everyone uh my name is W I'm the C of um smart token Labs um in smart token Labs we make tokens smart because by providing a uh programming framework to enrich the functionalities of tokens and we have been doing this technology for six years uh we have um tokenized for example smart car keys where the users

129. 1:09:47

     blockchain token can be connected with their smart cars and allow them to open and drive the car and we have done like um uh smart um tickets where the ticket holders can get perks by owning the tickets in their wallet so and this k k this cat is nft it is also a smart token so there's a story behind this um nft smart token so we have worked with the industrial Partners to tokenize Smart Cars we give it to a test group of car owners we have tokenized FIFA

130. 1:10:34

     tickets we give them to a small section of FIFA ticket holders so they can book hotels this functionality we have done for them and we think ask ask ourselves that if we can do this to different types of tokens why don't we do this to the nft why don't we everybody's talking about gimic why don't we combine our techn knowledge and gimify nft tokens so that was the experiment that we started um a while back and uh the way we did it is we make

131. 1:11:10

     a smart cat token nft token loaded with smart token functionalities gamification and we invited our two and a half million users to mean this token and play with it and it was a great success um within two weeks we got uh 9,25 thou 925,000 users who minted their smart cat token and this makes us the largest uh the nft projects with largest user base as well as the largest nft game and in the two weeks when this was being

132. 1:11:58

     minted um we have been the five days in a row being the top nft uh project in polygon Network so how do we do that so this is smart cat that is a smart token and smart token is the game here we allow the token to carry executable SC in JavaScript and HTML we allow that to run in users's wallet and on any website doesn't have to be um token itself is a DA we don't make a dep website for that we turn the to token into the dep and we

133. 1:12:38

     enabled a lot of functionalities so the driving technolog here is token script which is a scripting framework that we have been building building for the last six years it allows token issuers to enrich token with information with rules with user interface with data and we have this um ERC 5169 which is a blockchain smart contract feature that connects smart contracts with the token script

134. 1:13:21

     that connects the function ity of tokens with the smart contract itself so with that we can build functionalities like enabling gaming actions to be on chain and operate directly in the user's wallet in this case level up there are three ways to level up the cats and we make them we make games around it we we we make the cats starve and you have to feed the cats and uh users can clean their cats and get a bit of reward word

135. 1:13:54

     points so we did all that and we did something that quite Advanced that only our technology can do we allowed token to token messages and that's the first time in the world we previously had wallet to wallet of chain messages but now we can develop this functionality into the token because of our scripting framework and why do we need that because if you are playing the game your character talks to other characters not your account talk to other people's

136. 1:14:24

     account so cats can talk to each other and they can play games like invite other invite other cats for play date so this is a demonstration of what we already allow our users to use a Smart token enhanced nft token but that is only part of the picture so today there are roughly 3% 2% to 3% in a rich country like United States two to 3% of people holds nft tokens that's not a large number because

137. 1:15:09

     nft tokens associated with collection investment and gaming it might might grow but it might not grow a lot most of the users using internet are using using internet for the Practical reasons like booking a hotel or booking Uber where the power of smart token really lies is to make tokens an integration point that enables user to use internet in a Way Beyond today's infrastructure allows so let me take example of um car

138. 1:15:50

     token if you consider car token as a asset you can create a blockchain token for that and that allows you to trade auction or represent the car in the market and that was already possible with today's technology but if we enrich it to a Smart token then it can be an integration point a car token can be transformed into a frictionless experience where the tokens Can integrate into multiple layers multiple applications and

139. 1:16:24

     markets and by that let me let me guide you through the Journey how do we get there and at this stage smart cars have an app and that app on your mobile phone is the only connection point between your your mobile phone and your car this is the only connection on the internet you can do things like open or start or lock the car but if it is a token as a asset it can be represented on the market it is tradeable security

140. 1:16:57

     and you can probably program things like Open start L car we already did this for our um car manufacturer partnership although in a limited scale and you can list cars for sale that's a blockchain feature but if we further enhance that into integration point then we can bootstrap a lot of use cases the users who have the car token can go to for example Government website and register their car and get a car plate number without any

141. 1:17:26

     paperwork they can for example connect their car to the uh Service Company and get their car automatically serviced and the bill automatically settled they can use that token to go to the insurance website and get insurance as this uh picture demonstrated and even better the insurance itself could be a smart token so if you have a roadside accident your insurance company can automatically call call the roadside assistant company or

142. 1:17:55

     arrange a uh repair service for a car or even organize a replacement car through your token authorization so this picture shows that the possibilities of integration is Limitless you can link your car to rental company you can rent your car to a website or you can link your car to Uber so that Uber drivers can drive away and come and drive it back at the end of the day while you have the portion of the revenue generated by the car and this lies the true power of

143. 1:18:31

     tokenization by making things smart by making tokens smart now I have done explaining the we have about five minutes uh let me explain what this means to the Internet so once people realize just like our smart cat users once once people realize the power of making their tokens smart and integration points the web will change companies will start to consider whether or not they are selling products directly to consumers or they should tokenize their products and

144. 1:19:09

     services and they will also consider the websites no longer interface to the user but interface to token holders and what that means is users with different tokens might get differentiated services on their website and the website can Target token users Target you tokens functionalities such as operating a car rental market targeting the users who have Smart Car tokens and even further from there once the infrastructure there you can have

145. 1:19:43

     very interesting Innovations such as selling to tables in the restaurant as a token therefore Rec uh having the revenue uh before the services was provided or as a car maintenance company you can sell a token called guaranteed Parts token which mean which if the customers buys it then if the car breaks down then the insurance kicks in and makees sure the passs are delivered in a short period of time um and if your car doesn't break

146. 1:20:16

     down that's that's Revenue so new business model can be created once the business and internet start to think in token terms and that's why I believe I believe that the Next Generation web will have token at the center and we call that token Centric web and the architect we call it token Centric architect so that's that's what I want to share with everyone today and we have three minutes should we have someone else or should we have a question

147. 1:20:51

     session would like to ask within the last few minutes if not we can move on to our next talk but please give it up for we W thank you all right next up we have some of our dear friends from polygon who will be telling us all about their new road map um polygon 2.0 please give it up for Tony hello hello hey everyone uh so my name is Tony orando and I work at polygon and one of the main things I do

148. 1:21:47

     is develop education and my focus is just giving people an understanding of polygon where it's headed the various phases that we're in and what it looks like so um I am ton Alando at Twitter and tando on telegram um feel free to message me at any point in time um I take seven business days to reply because everybody messages me um but yeah uh so let's start talking about like just um some brief history of

149. 1:22:16

     polygon right so polygon was founded in 2017 uh we have uh in 2019 we did our io on binance in 2020 we launched the POS side chain and we launched it to not not a lot of ffir but everybody knows POS now uh because it actually grew uh it was the Matic Network it's now then he changed to polygon labs in 2021 we launched the SDK in August we acquired Hermes Network Hermes is the polygon ZK

150. 1:22:48

     evm team based out of Barcelona uh founded by Jord Anthony David and a very very talented team of Engineers um in December 2021 we acquired the M the mer protocol um that is what is now known as polygon zero and they are the ones in charge of the tech the beautiful Tech that is plony 2 and now plony 3 and uh the zero type one prover so if anybody knows we have a type 1 prover now um and in 2022 we

151. 1:23:22

     raised $450 million from seoa and soft Bank to help build the future of technology and in March March March March of this year March 27th we launched a polygon ZK evm and so the ZK evm was like a momentous occasion because a lot of people thought that it was like the Holy Grail it wasn't possible there are very many teams rushing to be first and we were firster if that's even a thing um but massive massive congratulations just to The Wider ethereum ecosystem we have very many projects that launched in and

152. 1:23:57

     around that time um we have ZK sync um there was linear that that launched soon after uh we also have uh scroll which is the latest type two um to join the ecosystem Tao and a bunch of others but all of these things represent a really really momentous step forward in terms of providing greater security to users of of ethereum but now what happens when you have zero knowledge blockchain that

153. 1:24:24

     already exists is it's now public um and you've already solved the big the big uh the big problem so so a lot of what we were focusing on at at polygon when we acquired all these teams was we had a Divergence phase and the Divergence phase looked like different different ideas different concepts and different teams working on different bits of the technology stack and so you have uh teams like the the uh polygon Maiden team who were building a privacy first

154. 1:24:55

     chain and that's that's that's that's a really novel concept built off of the maiden VM and then we also have uh the polygon zero team who are working on Purely on proving systems and if it wasn't for them we wouldn't have been able to launch a zkm as quickly as possible and then we have the actual zkm team who are building different different bits of technology and we had various other various other um protocols if you remember we had a veil we we had

155. 1:25:22

     also um we had also Nightfall which we suned um but that was the Divergence phase and so we were making bets we were making a whole lot of bets and then as we transitioned we start we started moving towards unification and like filtering and just uh formalization of what we feel the brand new stack would actually look like so what happens if we if we have consensus being built by ZK what we have is polygon 2.0 essentially and what that enables us to do is to

156. 1:25:54

     build the value layer of the internet there's a really cool video here I'm not sure if it's going to play or not guess not um but yeah so our vision is essentially just to build the value layer of the internet right now if you think of what a value layer means is that now the way that the internet functions today is that it enables you to build a really strong communication layer and so before if you guys would have remember but we to send letters and

157. 1:26:23

     so if your son goes off to University you have to you have to uh you have to send him a mail and then that the uh the communication goes goes across and then you have to wait and all these things and then then and then we had email and email then enabled like like faster communication and then we had Web 2.0 that basically facilitated now interaction online in brand new and innovative ways um but if you think about what that future looks like today is that messaging is easy right uh but

158. 1:26:55

     sending cash not so much um so if you look at the messaging systems you have Facebook so I could I could message A supplier in China and get him to send me stuff but paying the same supplier is incredibly difficult right and so if you're looking at sending cash if you're looking at sending any type of value on top of the internet there is no immediate and clear secure way for you

159. 1:27:18

     to actually do that um the only way you do that is either through mostly through a credit card and less than 30% of the population in the world have have access to a to a credit card but what happens if you make uh uh transferring value on the internet as ubiquitous as say having WhatsApp right that's that that really is a future that we're building towards and so the internet democratized access

160. 1:27:43

     to information and the value layer essentially democratizes access to the global economy and that's the vision that that that we want to build inside of um set a polygon stack but this takes more than just nice nice statements and um um simple simple Visions it takes actual work and for us to be able to do that we're building a network of ZK powered L2 chains unified via a a uh a cross uh a cross chain protocol and that

161. 1:28:14

     cross chain protocol is is actually comprised of four four primary Stacks we have a proving stack we have an execution stack we have an interrupt layer and we have staking sack um so let's just delve a little bit I'll give you a high level overview of just the various pieces of the of the protocol architecture and I'll finalize just by looking at our polygon cdk and that'll be it um but just to give everybody just to break down these Concepts so we have um it's basically

162. 1:28:41

     comprised of of of all of those stacks and it's basically a a a collection of protocols that are designed to operate together and so you have a proving layer that that basically secures the ZK transactions you have the interrupt layer that facilitates communication you have the staking layer that um that helps incentify the uh the uh the network participants and all of the validators and so the staking layer is

163. 1:29:05

     basically a proof of stake based protocol and so where users will be able to essentially stake uh pole which is the brand new uh polygon token and they'll be able to get rewards from from um from from uh from being part of the validated to so let's imagine a future in which we have um multiple polygon chains running on different different uh networks we have uh different app chains that people are building using the polygon cdk imagine if you could make it as easy as you clicking a button and

164. 1:29:37

     being able to provision your own blockchain um uh that is that is secured by by ZK once once once all of that is possible we need people to validate that uh particular Network we need people to actually um help uh build build a decentralized future for that Network so that we don't end up in a place where we actually centralizing everything again and the staking layer is fundamental to that so that any number of network

165. 1:30:02

     participants could actually help facilitate um um the security of the of of the network by by by being able to stti and then we have the interrupt layer which facilitates secure and seamless cross-chain communication um so it basically abstracts away all of the complexity and makes a whole experience Unified and so imagine if well what you see there as like the supernet chain is actually now the polygon cdk um but let's imagine a future in which you have

166. 1:30:33

     the ZK evm rollup as it as it currently exists we have the uh the proof of stake uh ZK evm and we actually changing the the current polygon POS that we all know in love is transitioning to a a a a validium powered by ZK and then you have different chains that are available uh for different reasons right so you have this this this is this this could be regarded as a uh as a app chain another app chain and a

167. 1:31:04

     whole and a whole slew of them that that that um that basically facilitate communication um and then all of those basically communicate via the interrupt layer so imagine if we could create a world in which a game deploys a app chain here and they have really really really great really really great skins and they have like uh all of them as like different nfts and they could essentially sell them on the ZK evm via openc or something of that sort

168. 1:31:35

     that really is the facilitation that we actually want to be able to make available and so you could buy it off of an app chain or you could actually connect to the zkm and be able to to uh to uh buy it off off of there or you could even connect directly to ethereum and so with all of that the the uh the interrup player essentially um ensures that we have very very secure communication and all of this is done using ZK and so all of the all of the

169. 1:32:01

     participating public chains and all of the participating app chains will all communicate via the interrup layer one to one to ethereum and one to one against each other then we have an execution layer which just enables the the uh which just enables any any participating polygon chain to produce sequence batches of transactions and this is really commoditized but but um you'll have you'll have the same consensus mechanisms this is a this is what we actually know consensus we have a

170. 1:32:33

     database we have a mempool and so anybody deploying a new app chain will be able to get uh an instance of their own execution layer and then all of that is secured by a proving layer and the proving layer is essentially a highly performant flexible ZK proving protocol and so it generates proof for all transactions inside of this chain so so this is where everything basically comes back and it's and it actually relies on

171. 1:32:58

     ZK to be able to prove all of the transactions happening across all of our polygon chains public or uh or uh permission blockchains or uh app chains and so this is the future that we're actually building at polygon and with that I'd like to introduce polygon cdk and polygon cdk basically ensures that you could actually uh you could actually create your own your own L2 chain and we have quite a number of customers that have that have signed up for this esta we have nois pay we have a couple of

172. 1:33:30

     other people uh who are actually uh we have about 60 that I think are in the pipeline um uh there's a proposal on the cell Foundation there's a proposal for um uh the bo Apes community and so on and so forth but essentially we want to make it as easy as possible for you to come and just click a button provision your own chain powered powered by uh powered by ZK and help Drive the internet forward in this in this particular way so that's a value layer that we're actually building at polygon

173. 1:34:02

     and we really hope I hope that this has helped break down like just the various uh components of what that looks like but if you want to find out more this is what we're doing in a nutshell so today we have polygon zkm and polygon POS those are the public blockchains that you know tomorrow we'll have the same um but then it'll be with zkp um and then we have polygon Maiden as well as one of the chains and then the end game is we're going to have polygon cdk that's available uh and it's

174. 1:34:33

     going to be powered by a really strong proving layer an interrupt layer so you get all of these inside of this end game plus these and that's a future that we're actually building towards inside of polygon so I hope that this was particularly useful and if you want to learn more about polygon 2.0 you could check check out the road map here we have a bunch of different phases uh that is actually uh being that's actually a

175. 1:34:57

     part of this and I think Jordi will be speaking tomorrow more uh about an exciting new announcement which um I haven't I haven't even had time to find out for him because I've been traveling but yeah uh if you want to find out more about the road map and polygon 2.0 please check this out anybody have any questions excellent thank you very much Qui programming update we will have a 30

176. 1:35:27

     minute break and we'll be returning at 1 p.m. thank you please welcome back near foundation's Clemens Sheriff hello everyone um before we get into our afternoon session um we will be actually switching into the silent disco mode just because there's going to be talks going on left and right so that everyone can actually follow what's going on i' would ask you to put on the headphones um so that you can actually follow along the

177. 1:35:57

     conversation um with that please welcome Lex from near Studio okay so we all know these guys right um and pretty much nothing has really changed since the advertising industry really started and sure now we have more color sure now we have uh more women and position of powers but really it's the same people on the top telling us what to eat uh what to dress what to like and I think

178. 1:36:40

     now it's changing for for the first time in many years and that is um because of the open web and we have tools that are drastically changing that so I use these three tools um to mainly the the main thing is the decentralization of creative uh decisions so I oh and that's when you'll be able to hear hopefully I was loud enough for that introduction okay so decentralization of creative decisions so I tried to build brands that are really from the community by the

179. 1:37:24

     community and I I've been coming up with strategies to try to to Outsource the decisions of the the creative from the community or the users itself then I use AI for image generation there's other ways of using AI for Content but I will talk about the image generation one and unchange metrics which is how we can use the on change to actually measure our um efforts in marketing so really what I do with the creative decisions decentralization idea is that when I come up with the brand ID

180. 1:37:58

     what I call the soul searching uh this used to be done in a room uh full of uh the CEOs or the founders or the creative directors uh but now I try to make the same Workshop applied in the community so I have tried many ways but basically I formulate the right questions because of course these people are not used to having these conversations so the the question has to be done in a way that is

181. 1:38:22

     easy to understand then a spreading the world is quite hard because of course not everybody's used to this new idea so I relied on the social Community the socials and the community managers a lot for that and um processing data it's also very important so the way that I've done this uh is that I first like open a mro board because I just I was sort of copying the same system that I used to do in with the executive um it was a bit messy and the way that I

182. 1:38:54

     finally did it was that I did it on change with a easy pool on social media and I asked open questions like three or four open questions about in this case but for she is near who would we be if we were who who what kind of personality traits would we have if we were a brand um what kind of things do do you want a Sher to do for you Etc and then I put all those questions I read them and I pull up all the most important like words here and there and I put them in

183. 1:39:26

     clusters and from those clusters I sort of took out the main points so people wanted this Persona to be smart charismatic empathic courageous ambitious inspiring powerful and fair but from that we can also have certain variations of this Persona so one of them was a person that embodies all of this but is also have a side of femininity it hasn't lost any of the femininity uh and I thought of Emily in Paris I think that she embar that very

184. 1:39:56

     well then uh we also want to be another version of it is more a tech sa person a de and and n and so I thought about um Amy from Big Theory and then the other case was um very professional as well so I think uh Michelle Obama is decent way more but she also embodies the professionalism and everything else so from that I developed of the brand like how is it going to look and feel and I'm not going to go in detail into each decision because um that will

185. 1:40:27

     take me a long time uh but the main point is that I put this on change for people to vote and we got this one so now we have a brand that is um done by well not done by the community but it's based on what the community told me they want to see and and the voice and the manifesto we're going to write are all based on the things that they told us and who we are and the values and and what are we going to achieve which is

186. 1:40:56

     near okay so AI so AI the most beautiful thing about AI is that anything that you can imagine is possible right uh we have this amazing technology and and thanks to this just like your mind is is your own limitations it's very cheap and easy don't let you tell you that oh it's really hard you have to know how to use prompts no it's really easy like you anyone can do it it just takes a little bit of practice but it's really easy and cheap and fast of course very fast because if we wanted to do a big like

187. 1:41:27

     photo shoot production that would take weeks of planning and that will take a lot of budget so now it's really easy so what is bad about it that it's hard to get to get similar results and that is of course if you're building a brand you want to have the same feel exactly the same characters and it's not possible yet but I'm pretty sure they're going to figure it out this technology is super brand new and I'm going to show you like how I try to avoid that

188. 1:41:51

     then biased is super biased and it's super sad I'm going to tell a story so I uploaded my picture and I told AI to make me look like a creative director because that's my role and it made me into a man so he put me mustache and and everything and I was like oh my god seriously like it just can't compute that a woman is a creative director so I have to put make me a female creative director so then it give me the right

189. 1:42:15

     result so yes it's very biased we have to work all on that all of us but it's just something that you have to know that that happens and it can become very genetic now I see everywhere this magical like door in the middle of the forest like it's really cretive but at the same time people is making sort of like the same decisions and it's looking quite the same so I'm going to show you how to avoid that okay so this is one

190. 1:42:38

     example of of how I use it for uh women in web three change makers and the way that by uploading a picture of the actual person then it give you a result that it cannot be copied it's not genetic right right um and we got these amazing beautiful high production uh images that would have been really hard if we would have contact the women all over the world and tell them we're going

191. 1:43:02

     to make a shooting that photographer is going to come it's just really impossible and thanks to this is just is very easy okay so brand characters I tried for example if you prompt it good enough with a lot of details you can get almost the same character but it's not I mean I know that if I would have hired a 3D render illustrator they would have been able to exactly make the same character with nothing and with books um but I am pretty happy with this reson is pretty

192. 1:43:33

     close for for what we have I mean it's basically for free so yes sure and I'm pretty sure then in the future you're going to be able to pimp that and you're going to be able to change it so this is how you do it okay other things that are really good to do another example is I use I use it to create stbs for NDC uh so they you can give it to people and it's very cheap to to do this and if you

193. 1:43:55

     prompt it good enough you can see there's there's the same feel to it um so I think it's it's a good very good way also like dreams can come true you don't have to wait for marble to get a bit more woke and make women or make people of color Heroes you know and you can use this images and spread it around and so everybody can this is the new Norm so it's it's really good okay on change metrics so let's put at example

194. 1:44:21

     right let's say that this created brand that I talk about was ,000 pounds obviously or dollars it's obviously not that but just a round number and so let's say 30 people asked the qu responded to the questionnaire 50 people voted for the final and then I minted them and N stb to thank them and so that is 130 transactions right there and if you divide it by the budget you can say

195. 1:44:45

     the 7.9 or eight US dollar what's the value of this brand um work process it's it's been really hard for marketeers to come into this space and tell the that the tech people believe us you know brand is important because the value is not easy to to transform well this is the metric that I'm using to say exactly how invested the people was in this process um by using transan on chain and so that's all that I wanted to say if

196. 1:45:16

     you have more questions uh just uh hit me up my that's my Lex Lex blond and if you want to see more work that I have done go to near studio.com them again so now I'm going to call other uh marketeers and other other colleagues that we will talk about how they are implementing uh tools of web three for marketing so please comment um so sopia uh from penck filipo I Tatiana from velf awesome oh we have do we need to put

197. 1:46:23

     this okay uh you have to turn them on hi yes I can hear myself press them at the same time do we hear me can you hear me no I think I'm gonna go without pressing you can hear me right without I can't hear without okay okay do give give in oh thanks um so hi guys um so I'm I think I'm GNA start with Sophia because you're CMO of uh pen Brock so how have you been implementing marketing strategies for for the open uh okay H I will start like

198. 1:47:10

     from short intro I'm not just working with pan BR it's a for like everyone to know it's a D5 project on year but also I work with with the Outsourcing development company so we're actually interacting a lot with other projects so I can share like a little bit of that uh so like we're here to talk more about web 3 impact uh on marketing and branding and here maybe I'd like to start with the thing that I I think it's

199. 1:47:43

     like the most crucial stuff is that uh crypto actually brought to the whole market and uh it's the this like we're talking a lot about this B of A Community actually because like everyone is talking like yes you have to build strong Community but it actually came from crypto because the whole market like not crypto but the whole Market is actually were not so fluctuated like crypto market and the crypto market showed that Community actually means a lot when you're on the

200. 1:48:25

     top but it actually means much more when you're going down and there are supporters that actually can hold a bed of your tokens and they are not selling it and you can move on and then you have to prepare for the next bull market and that is like the most crucial stuff actually uh and I think that for all uh projects they should pay so much attention to building the community because uh and actually now like when

201. 1:49:01

     the market is not very good actually like everyone is here yeah yeah because I remember the previous year like wow we're like chilling here everything is cool and this year everyone like okay here we're trying to live here okay yeah uh so the community means a lot and you have to prepare your community for the next bull market so like it's a top tip for everyone who is doing marketing if that you have to prepare some cool news some partnership

202. 1:49:43

     uh now but you don't have to share it now you have to like make you have to make make some deals uh for millions of dollars you have to get Investments you have to make some super cool partnership but you have to hold this you have to hold this until the market will be right for this news and it will be suitable and then like when you feel this wave you have to throw this news and get

203. 1:50:14

     users like I think that's the most crucial stuff is that we have to work on this right now but like keep it a little bit and then push in the right moment it's all about timing yes and uh Tatiana what's so I know you have a project that will help marketers to to use utilize uh the tools and also um build community so what can you tell us about it right we it recently more as a community service

204. 1:50:46

     platform even we started from the identity component of it it because we really see the opportunity to help Brands to create more data in the web three format and learn how to adopt this technology to improve the customer data management rather just h on the hype nft is cool thing but see that nft SBT it's all data standards that can help them simplify the process how they interacting with customer with each

205. 1:51:18

     other because portability the data between Brands and sharing and creating a cross marketing opportunity using web3 text stack is what we're trying to educate companies outside of web3 about but web3 is still also one of the verticals that we're focusing we started on near and continuing onboarding projects to work on in the near space and Beyond so there we believe that we can introduce a better us tax

206. 1:51:50

     and this time with this level of development of tech we don't really have to dig into the technical details authorized with wallets anymore we can make this flow smooth and competitive with what social media marketing loyalty already have out there in web to world so it has to be comparable from the user experience and that's what we're providing in this I think it's very important if we want to have mat

207. 1:52:16

     adoption and and filipo uh what about popula I think you you tell me a little bit that it's it's like a platform that could help like people like me we we say populate a community platform so Community is definitely uh the atomic unit that we are focusing on and we think that's where web3 is also different from web 2 like the focus on community rather than the individual and this is something beautiful I think um so basically popular is a platform that offer a set of onchain tools that can

208. 1:52:48

     help communities and their members to generate engagement so incentivize engagement and then because everything is recorded on chain then users can actually uh own their data the engagement data that they generate and we think this is going to be invaluable for any kind of economic activity in the future because eventually users will be able to pour this data around and also monetize from them uh in a way that they're not able to do uh in web two

209. 1:53:18

     platforms right like web make money literally on users data um and what we want to do is like give this ownership back to users so then they can decide how to use this data they can sell to companies for uh marketing purposes or maybe for AI data set training purposes uh but they the key point is that they have control over it um and then again we have this uh set of onchain tools that we think they can be very helpful for different kind of communities can be

210. 1:53:51

     nft projects can be gaming guilds um it can be Charities or NGO because we also have a treasury function on chain governance but we also definitely are targeting Brands uh same as we self so Brands want to experiment with web 3 tools and strategies uh they know that it's going to be important for their branding uh for building their branding to have a strong community that support them and so but it's also hard to get started web 3 tools right we all know

211. 1:54:21

     that um and so if you don't have a you know Department your company which is specifically dedicated to learn how to use web3 tools and create a strategy in web 3 it can be daunting for companies to get started and so that's why and where we want to help uh basically Brands can just build a community on popular and then automatically have access to all these tools in one place um and so they can create these uh stronger and more loyal communities

212. 1:54:53

     of customers they can create um you know kind of different engagement loyalty programs uh everything is tokenized so they can create for example um token token gated uh coupons or uh access to different perks merchandise um they can create different kind of activities to engage the community on popular for example uh trivia right you can test how much uh customers know about your brand and I think another beautiful thing about web

213. 1:55:23

     3 uh that we are trying to Leverage is the idea of create co-branding like create a brand together with your um customers your community and that's something also Le talk about before right uh making polls ask people how they see the brand uh what's the brand how the brand looks like in their eyes and how they want to build this brand in the future and definitely we want to be in that kind of um segment of the

214. 1:55:52

     industry where Brands can come to popular and then uh build the the future of their brand together with their community so definitely um we we are there uh I think it's the future and I think it's it's something that everybody really wants I mean don't you want the the the brands that you love to look like the one have you wanted and you also me mentioned gamification and I know that Tatiana has a very good tools for that can you can you share right uh

215. 1:56:24

     we've been looking into social media marketing toolings for quite a bit and the reality behind that like what are the conversion rate that they're bringing what are the real users and customers and different activations like air drops like any giveaways that we really know very well in web 3 and Beyond and what we figure out that it might be a better idea to Target low numbers but with more quality of who you're involving and spend a little bit of more time of building gamification

216. 1:56:59

     mechanics that are more suitable for your community and right now we're like running Pilots trying to figure out what's going to be like this golden set of techniques the always ones lotteries mini games the Next Generation many like conversation and going around multi play marketing when you involve your communities to stay longer to slow down and to learn in the process more about your brand same at all this conversation that you guys having about branc

217. 1:57:31

     creation but it starts with learning about mission of the brand and we see when people are inviting the newcommerce through giveaways or referrals sometimes the first question like what is it about like tell me like where did I come and if it's something technological something complic at or if it's say even a fashion or eCommerce brand with a big mission that wants like better world that wants to make an impact they need to explain where the customers are coming and that's that's

218. 1:58:03

     what we're working on to just develop no code tools for Brands to be able to create this environment easier and I and I think also know know your product well um and build your product in mind with with the people that are going to be the users so so for Builder sopia do you have any uh tips uh actually like we started uh pan Brook Finance marketing two years ago and we haven't seen projects like POA and Vel and it was

219. 1:58:34

     very hard to uh catch this audience because defi project is very hard to explain to educate people and like now I'm like oh my God if they were then it will be much more easy actually to engage everyone and then educate inside of the platform because like uh the analytics is like a pain point for a lot of VAP three projects but it was like two years ago like two years ago there were nothing to measure there were something like vomi they appeared like a

220. 1:59:10

     year ago on near and then we tried some some kind of project that is called presentence also like they are trying to do offchain and onchain like together and with advertising but like two years ago there were nothing to do like you were trying to catch those people trying to educate them you're preparing some courses with some gamification and now I'm like why why you appeared so like have you have you been like here for two years ago please

221. 1:59:47

     but no yeah uh what I have in mind now is that this tools are very useful but uh as Philipa said that uh there should be people in your team that will uh learn this project like they have to be involved in this like marketer that should pay a lot of attention to new features and uh because they appear like every not every day okay every month but they appear like constantly and you have

222. 2:00:18

     to research you have to find a try and test like test for your project is it working like uh take I don't know 500 bucks a month and just test every new tool you have to test for your audience it can work so I think like testing and testing and testing it's like the right choice okay and I'm GNA ask everyone like what is your your biggest challenge that you're facing right now with with

223. 2:00:51

     marketing in the web three so what start with philipo yeah uh I mean if we talk about specifically about marketing I would say probably uh the fact that the near ecosystem as it is now is not as big as it could be right um so obviously whenever you target the users in the near ecosystem the the choices kind of limited to other you know bigger ecosystems like ethereum so uh you already started from this and and that's why I think also we myself

224. 2:01:21

     and us we are kind of looking at beyond the blockchain or crypto users like native crypto users uh how can can we Bridge the web 3 world with web two how can we make it easy for web to uh companies or users to actually access the tools that we we are building and this is obviously in our interest first of all um but it's also a way to you know grow the whole ecosystem because as long as we just stay in this little Pond then we are not going to succeed truly

225. 2:01:57

     um so definitely like finding ways for example near already offers a lot of Great Tech that allows for meta transactions account obstruction um so you can subsidize gas fees you can you know you don't need uh to have any um like a crypto wallet to access a certain platform you can have say log in with your email or Facebook or Twitter so it's already making very easy uh to to reach this goal but definitely we

226. 2:02:27

     need to um work on it to work very hard for that yes how do you feel Tatiana yeah I can pick up right from here talking about web 2.5 because since what we're doing we're trying to promote web 3 as a tool for marketing and for data analytics and for customer data management when we start talking to Brands outside of the web tree world that are not by default indoctrinated and the same comes with investors in the same industry like you're not hyping people

227. 2:03:02

     just because it's cool it's blockchain it's crypted it's going to be talking nice nobody cares no not anymore at least and I see that's yeah it's not that easy to answer the question and find this honest value proposition what are you going to get from that because if you mention anything crypto related the reputation of this space outside right now is terrible what do you see on the news is like SBF trials all the time that's that's the thing you need to

228. 2:03:33

     start creating a new image of VAP three and rebuild the language how we're talking about it and be a little bit more modest like forget about like 100 acts you're talking about real usability how you can remake the business processes from previous generation to the new one and when we talk for example the brands from travel industry we constantly hear complains that what they use for customer data management right now is terrible it's outd they're

229. 2:04:05

     unhappy but they're just don't know what exist and don't know how much effort and resources they need to transition to this new generation of systems they know Google Cloud but web three should be the next step just not to think about it just to have readymade solution with answers about kpis like why is it better why is it better for your business so that's to to have this answers that's our current goal and that's current challenge yeah I like that we should start using more

230. 2:04:38

     open web and web three instead of crypto because I just like crypto uh no no no no no put this away but blockchain yeah blockchain is cool and you have to know all the benefits of blockchain and VB 3 yes but like uh the crypto is spoiled like the the word Krypto is spoiled with all of this problems and uh we have to focus more on uh bringing businesses to what is actually the pre can make and what what blockchain can make and I thought when

231. 2:05:08

     you talk about Investors I thought that my first thought was what about AI do you have something from AI because like we don't want to invest in cryption anymore we want to invest in something that un High that s AI but actually blockchain Technologies can bring more like about data storage like it's amazing tool for reducing the costs and but people like uh that is something about scripture that about talking that about money I don't want to uh like I don't want to interact with this because it's something that will give me the

232. 2:05:42

     Lost of my money and yeah it's it it took a while for me to understand it as well when I started that's for all marketers Mark all marketers like we're not crypto but it's really the technology behind that that we can use for more stuff and it took a while for me to understand it as well uh because it's not we are not part of this like Financial like dudes changing and feeling like the big guys or whatever um so so yeah is there anything else you want to

233. 2:06:14

     share I think another interesting point maybe is data because we all kind of working on data uh and this is also one challenge that we have it's we are generating huge amount of data more than web2 and the interesting thing the cool part is that nobody has a monopoly over this data so anyone can tap into them uh and this is super powerful but then the value of a project or a service or company is not like holding having the the data but like creating ways to you

234. 2:06:46

     know create context around data and make sense of these data in a in a way that is useful for other users or brands or companies so I think um finding better ways to use the data that we have and that we will keep generating is going to be like a very interesting Challenge and it could be the source of you know the next good success for for for all these web three projects yeah great okay thank you guys thank you so much thank

235. 2:07:17

     you hello everyone we're going to be moving on into a 1 hour break now um there will be sessions ongoing here to help you find your co-founder you know your your hacker um if you're still looking for teammates for the hackathon um otherwise the program will continue at 2:30 thank you hello everyone welcome back um hope you had a good break just a quick note we have these headphones here so if you

236. 2:08:01

     want to really focus in on the workshops put those on and you will hear the speakers directly now without further Ado I'd like to introduce guo and Jacob from Pagoda and they're going to take us through a fascinating Workshop thank you so much it's always a pleasure being here uh do I have microphone can you hear me check check I'm off too check I it's like a silent thing so you you actually need to hear through the no no I think that you need to use the headphones I think

237. 2:08:36

     yes right like they're on can you hear me through the headphones check check hello hello well I mean hello please bear with us well we go through technical we'll be back shortly can you hear me no now can you hear me yeah okay let's see if we're all here anyway otherwise no I no because if I yell I'm going to be yelling in your ears so I'm just going to speak normally and hopefully if you just wear the headphones you're going to be able to

238. 2:09:21

     hear us so my name is ISO I'm developer relations at Pagoda I'm Jacob null I'm a product designer at pagota yeah and today we're here to talk about separating the technology from the experience also know us trying to not talk about crypto and just focusing on solving problems great so I'm going to start with this um what I would like to call Magic uh so this is a WI II sharing flow from Apple uh they've really done everything they can to remove every

239. 2:09:53

     ounce of friction um I'm sure you guys have all connected to the internet before I think something that's even harder than that is helping your parents connect to the internet um so I think Apple just really found a need they had one goal get people to connect to the internet uh and they focused on that one thing there's obviously a lot of complexity around Wi-Fi and security uh

240. 2:10:17

     they eliminated all that in favor of this one use case now if you ask a web three engineer to solve exactly the same problem it will most probably look like this I mean at the end you are managing to connect to Wi-Fi that's true but this might be like a barrier for most of the people most of the people they just want to connect to internet they don't want to know about the IP the DNS like I have

241. 2:10:41

     configured my DNS and some people want but it's most probably not everyone and that's exactly the problem that that we have in web 3 we are building too much of this and too few of the magic so right we're we're not saying this stuff's not important right um so we think that it is time to change the narrative or if I could just summarize the whole talk in one sentence just saying crypto won't bring users and won't save

242. 2:11:10

     you so uh I guess we want to ask what's the role of our technology um you know I would love this ad from brother printers I know I'm sure most of you have used a printer and this is really all we wanted to do right um but uh like if you're building a printer you might say man this is gonna this is going to change the world right and I think we we like to talk about that a lot in um

243. 2:11:33

     blockchain and web 3 you know of course we believe that uh down the road a lot of the things we're building will change the world but I think our role right now and the role of that specific web three lingo and Technology um needs to be behind the scenes that alone won't change the world it's more of how people uh will use it to build compelling apps and products I borrowed this slide from

244. 2:11:58

     uh my esteemed uh design leader Sarah um people don't need blockchain they don't need Dows uh they need them to do things uh to help them solve problems like a way to make money uh to give them a purpose uh something to worry about their data disappearing so um let's not let's stop overemphasizing ing the whole web three side of things uh so so we're going to start with a couple things we've learned at pagota about uh

245. 2:12:24

     building for the audience you want to reach I want to just reiterate that um it's all about who you're who you're aiming for of course some of the products we build in the space are very technical for for a very good reason we have a lot of power users and people who are passionate about web 3 um but to be honest I think we've about tapped that audience out um I think we need to start building for for people uh that need their problems solved and not people who

246. 2:12:51

     are just like Fanboys about web 3 uh one of the first things we' learned U Sarah mentioned in her talk simple is such a a powerful word everybody loves to use that word uh but I think uh it's a it's a big concept that we're trying to focus on at pagota um with some of the products we're building Fasto for example there's other products on near keom Shard dog that are really uh focused on eliminating a lot of the um

247. 2:13:17

     the link go stop stops talking about web 3 stop saying blockchain um we're also trying to delay or eliminate as much much uh as much friction as possible um so of course like we get the utility of seed phrases and ownership and all that but it's not for everybody and I think we need to uh yeah reassess how we're doing that um another thing that I think we're focused on is trying to build seamless experiences so uh you know know when you get to a web 3 app you you

248. 2:13:50

     connect your wallet I mean that's already a blocker for a lot of people uh that's something they have to do they have to go to a third party experience to even start using your app um a lot of the time you need to come with assets already so we're basically charging admission to do something that you know we might not even be familiar with or or it might not even uh have value to us in the first place um one thing that we're

249. 2:14:13

     doing at pagota we we working on a relayer service to help eliminate gas fees for users so you could sponsor gas fees within your app let users try it out maybe there's a a ramp to to um for them to do something differently but I think getting started things like the relayer really help also put thoughtful disclosure up here so um basically say saying what's relevant uh when it's when it matters we don't always have to start and um you know give a full uh contract

250. 2:14:44

     code to review how can we boil that down to something that's um easy easy for users to do uh in in context uh which brings me to my last and favorite point which is context matters so um I spend a lot of my time working on Fast off products and a lot of the criticism around that product is um about getting to a traditional crypto wallet uh I really want to push back on that um that inclination that that's

251. 2:15:14

     where users need to go um users don't need a wallet they need a way to confirm transactions they need a way to uh house their identity and their assets so um a lot of the things we build there's so much context switching redirect to another app change your chain change your network um we've we found that these uh elements of friction really impact the experience negatively uh one thing we're doing part of our fast off package is a signer app so you can embed

252. 2:15:45

     some of the signing within your app Direct IR ly and instead of having to redirect to your wallet all the time um and uh also we're working on some multi-chain interoperability so if you come to uh web 3 via near and you decide you want to start using ethereum apps that shouldn't be as complex as it is today so we're we're trying to solve those problems as well yeah and so that's important to say

253. 2:16:08

     that we actually learned this by making those mistakes so what we are now going to try to do is to give you some nice strategies for building applications that users will actually want to build again not because we're Geniuses but because we've went through all of those problems for you so if you want to take notes or take pictures that will be very beneficial for your applications so the

254. 2:16:30

     first one is that we want to say Do not assume that you that the users want to have a wallet or that they have access to crypto and this is very important and I want to I want to highlight that we're saying do not assume like some users want to have a wallet and that's okay but that's most probably not most of them uh and then accessing to crypto is also very very complicated because

255. 2:16:53

     sometimes we make accessing to wallets super simple like we have the web. wallet. near that was a web wallet you had to install nothing but then how do people actually get the crypto and that's a huge stopper especially depending where they are right like there are countries where getting crypto easier and there are countries where getting crypto is like very basically impossible so because of that we have created some solutions that we think that will be very beneficial for you one

256. 2:17:20

     of them is fast out which basically allows a user to just log in uh and get an ear account using their email which is very nice because they don't need to remember SE phrases they don't need to you know go around with some weird crypto lingo they just log in with their email like we used to do for the past 15 years in the web which is right like what everyone knows and otherwise you

257. 2:17:44

     know if you don't want to create fast out because you don't want to go through a relayer because you you know like the technicalities maybe is too far away for what you need you can try to use keepon trial accounts keepon trial accounts basically allow you to create an account to create a key that is linked to an account that you can just give to a user and that account is very limited on what they can do you can say like I want them on the first step to do this on the

258. 2:18:08

     second step to do this on the third step we're going to give them some funable tokens some mft but you have complete and total control over what you're going to be of over what your users are going to be uh doing and while it's not here I also want to say that in any case if you just want to give some frictionless uh experience to your users you can also create always an application in the near

259. 2:18:32

     test net because you know like that's for testing and it's a great way to just showcase people how it works so that will be the first tip the second one is to reduce the jaragon and this is incredibly important this is something that we do so well I I always talk with everyone about how in crypto we love to come up with acronyms that absolutely no one will understand so we can talk about CK F Dow Dex nfts and a lot of things

260. 2:18:59

     that actually mean nothing for most of the users so just focus on talking about the problem so is is important that the users know that they're having an ft like a funable token or the important part is that they know that they have some sort of like reward token that they can then use to claim some digital asset which is you know way better to say than nft or to say like hey you know what you can be part of like a community and vote and you're going to have like you know your vote is going to have some weight

261. 2:19:31

     and that's so much simpler than saying Dow which contains little to no information for basically anyone that you want to use your application and that's also why we add this question is like do you know the text stack of your favorite app because I I don't and I enjoy them anyway so it's not so important you know like if it's running in a blockchain using an ft in order to vote in a dow it's about you know like you are part of a community and you can

262. 2:19:58

     do something about it in that Community yeah I just add like these things are almost act like inside jokes right like we we we alienate a whole group of people when we start using these internal terms um and we should if we really believe what we we say we're about inclusivity um yeah and we don't have to know how what we're building works like we stop stop putting it on the front

263. 2:20:22

     page um another another tip uh avoid technicalities so I think um the way we convey information I think that uh especially in web 3 decentralized apps we we um especially Us in the space we really value the transparency we value the like um oh like let's show them let's it's the user's responsibility to review this contract code and make a decision that sound for them but man that's scary um I think uh one point I put on another side is like everything

264. 2:20:55

     is scary uh if you're trying to use an app that you think is web 3 you're you're already we're all all of us are on alert but a new user especially um so the more input you require from them uh they're going to it's going to create fear and they're going to have a harder time making sound decisions like if you uh for example in near one thing that I'm I'm trying to uh evangelizes how we add limited access Keys okay that that's like a pretty low stakes confirmation I mean maybe there's

265. 2:21:26

     a way we can just skip that right like do we need to every every time we do any basic thing on the blockchain uh ask for permission or or confirm a response yeah and and it's also important to say that again like these are mistakes that we also make for example if you use n.org many times the first time that you're going to use something a terminal will appear saying like are are you sure you want to execute this code and we know

266. 2:21:49

     that it's not a terminal we know that it's just the shason representation of the data that you're going to save in the blockchain but for most of the people they're asking me what what is happening why do I have suddenly like a black screen showing me code which I am you know like a developer I know that it's not code but so again like it's important to what is it's important to let the user know that an action

267. 2:22:12

     happened but maybe you know the exact transaction hash where that happened and the smart contract the code that it executed maybe that's not so relevant for your application uh yeah and this is uh just the one of the final tips about building complete experiences or seamless experiences um you know when we started Fasto and we were trying to introduce it to some Partners um they were asking questions like well if if I put take my

268. 2:22:43

     assets out of this app and put it in my my account or my wallet like how can I see that and I think that if that's an expectation of your users and you think that's important to your experience you should build that within your app don't assume that people um are going to know like oh like I I can do more with this with a wallet like if if you're trying to build an experience within your app everything needs to be there for them to

269. 2:23:09

     be successful um for example like if you uh have some sort of loyalty program where you want to see the assets that you have like you should build a gallery right there within your app don't expect some user to like open it up in a wallet uh mine your wallet or something and like see their assets there um every time we do that I think we're we're we're having drop off we're like expecting too much from users maybe they'll get there

270. 2:23:33

     eventually uh we we call that Progressive onboarding uh at pagota like like you start with an account and then maybe you need assets and then maybe become a power user um but I think let's start with what matters and um emphasize that uh in context complete experience yeah and just to add another point to this and something that we have buil in order to try to you know simplify these kind of problems is that now we have the

271. 2:23:59

     blockchain operating system where there are like more than 10,000 components so if you want to do something most probably we have a component for that and if not you can just create a component and other people will also start being like you know it's going to be beneficial not only for your application but also for the community so think about like building complete experiences by composing different small

272. 2:24:22

     experiences and make sure that everything is there yeah I think I think for us to really win and build compelling apps uh it's important to um like break apart what we've been kind of building like as an all-in-one experience obviously I'm talking a lot about wallets because I work on Fast off but you know fast's great for power users it's all there you can top up you can send you can receive you can see your Gallery transactions whatever but that is definitely confusing to a lot of

273. 2:24:52

     people I think that even though that might feel convenient to us um that's pretty complex to some people uh and then when we uh to gma's point about the components I think um yeah we're that that's why we're breaking these pieces out so you can build things that um are intrinsic to your specific flow you don't need to uh expect that they can can do that thing another way just make it a part of what you're doing yeah so

274. 2:25:23

     summary I know that what basically what we saying sounds very obvious and it's one of those things that it sounds so obvious that then we have to ask them why nobody else is doing it right like or why we didn't do it uh and and so I'm I'm a researcher and in research we always say that when someone explains you something and it sounds like obvious and no one is doing it is because it was not so obvious but it's something that

275. 2:25:46

     you should should actually be doing so remember your users do not necessarily want a wallet they might and there are users that might want a wallet but maybe that hampers them more than you actually think and maybe that hampers adoption way more than than what you think it's hard to get crypto so also take that into account maybe you want to use fast out maybe you want to use keom uh try to build things that are composable okay so don't don't try to throw everything at once and if you feel

276. 2:26:16

     that your user should have a tool then build that tool and uh yeah reduce the jargon you know don't don't say don't say blockchain like we wear it like a badge of honor and I think that's cool like we obviously are all geeked about uh web 3 but um you know this next crop of users we're trying to get if we're really trying to get Mass adoption um I challenge you guys like bring back the magic you know put this stuff behind the scenes uh how how much can you reduce

277. 2:26:45

     like start there um and then I think we'll be on a clearer path to success all right I think that's basically all of our tips uh thank you guys for listening we can take some questions if you want we still have 10 minutes so does anyone have any question yeah yeah totally totally that's a should we repeat the question just in case the question is like how will you how should you manage then like a defi

278. 2:27:31

     application yeah that's that's a pretty um hard one because that's uh very even just in that that term defi right like we're we've already lost right like we've already said a term that's unfamiliar to people um but maybe there's a way we can embed stuff like that like staking uh liquidity pools in a way that's familiar without all of the um jargon around that also opportunities for education I might bring up um there's there's always uh at least we're

279. 2:28:02

     finding it's helpful to sprinkle in uh some some educational opportunities like oh well you know this is kind of what's happening but it really depends on your use case it's it's also important to remember that in web 3 where us ually not re like inventing something completely new we're usually just using a blockchain to solve a well-known problem so for example if what you have

280. 2:28:25

     is an exchange and you know like the important part is that the users can come with some sort of asset and go out with some other kind of asset and there does it does is it really you know like what what what's the important part for your application right because every single decentralized find an application will be different but maybe the only part that you care is about the fact that they can arrive and suddenly get some token see that they have some

281. 2:28:51

     token and then exchange that token in some way and that that's defy right there but the user you know like I don't know how my bank operates I have no idea what block like blockchain about what database they use it's like postgress no idea what I know is that I enter into my bank account I transfer something and silly I don't know my mom has money and that's what we want like I I we never have discussions about like hey Mom you know like maybe Us open a bank accoun

282. 2:29:17

     and I don't know where because I heard that their database is like and and and that's the important part it's like even when it's defy it's just about it's the experience the important part it's not the the defy yeah I'd say like focus on what's familiar to like outside of blockchain you know investment um interest rates you know don't don't say don't uh do too many complex blockchain uh language um I'm trying to think what

283. 2:29:45

     uh so so we're working on this like multi-chain uh side of Fasto and we're trying to like eliminate some of these complex flows like bridging or um like sending across chains how do we like mitigate those uh that that are hard for even us who are like experts or not experts but you know proficient at at using web 3 um how do we make that uh feel just like any other flow so I guess that'd be my advice if you're going to build something like Defi and and bring it bring it down to a different uh user

284. 2:30:15

     level um yeah especially in defi where like I feel like a lot of the talk on defi centers on like being the owner of your own assets and that's super important for web 3 and again we want to clarify we have nothing against web 3 I mean clearly right like we are in in nearon it's more about how like how we talk with the users and if you focus so much on like having like that the user has complete ownership on something you know

285. 2:30:40

     maybe you lose usability and there's like there has to be a sweet spot where there's people that I just want to exchange things and you know if it is my wallet with my key with my I don't know what CU at the end of the day I know that you know everything is about decentralization and seeing how few people you can trust but users bringing users and getting users is about building that trust

286. 2:31:02

     so there there has to be a balance in your application at some pointa exactly it's about again we're not saying don't build complex applications or don't give the user the opportunity to you know mess with their settings it's more about there has to be a balance at some point of like which kind of user you want to attract and some of them prefer a simple View and some of them prefer you know to go with their IP and DNS server and Etc yeah one example I think of uh is uh

287. 2:31:40

     family wallet I don't know if you guys are familiar it's a newer um ethereum based wallet I was really excited when they were promoting and marketing that uh app I was I thought it was going to be beautiful and simp and it is beautiful but man they really let me down with how much jargon and how much they built that app for blockchain users which is fine it's a wallet we get it

288. 2:32:03

     but I just thought that the way their marketing and everything really made it sound like they were going to they were going to take a leap they were going to take a risk and make something for normal people I guess we will have to do it so any other questions yes please

289. 2:33:15

     for but I I will even go one step like behind that and say that maybe that's not so much of the users because so so the question was about like how do we make people feel that their account passphrase or something is valuable so they pay enough attention to not try to lose it and and I would say that actually we in web 3 we maybe need to start thinking on the other side and it's like how are we we going to start reacting with people lose their things because that's I guess bound to happen like we can explain them right like we

290. 2:33:53

     can put like a sign like this which is red and says like bad things happen if you that's explaining but but I I will say yeah yeah yeah no no complete but I mean what I would say is that in crypto we need to start thinking about actually like the other side which is like knowing that users are going to be bound to lose things like how can we actually act on that because everyone loves their C phrases and the their SE phrase until they lose it and now they hate crypto and and this

291. 2:34:38

     is a reality like when whenever we're in the Forum and everyone loves web 3 until they lose their crypto key and then it's terrible so I think that maybe maybe is up to ask the developers to start creating something which is like okay you know what we have this system where you can hold valuable things and in case you lose them we have a way to to to to recover them for you of course you will have to trust us but then you know it's

292. 2:35:01

     again it's a trade-off it's like do you want to keep it yourself sure do it careful like what how you can warn them but there's so much that you can do for the user at the end of the day and I think that's something that I would actually like to see way more is institutions that look more close to centralized Finance but that that that they run in a blockchain so I would like to see you know something closer to a bank on on on crypto but that is easy to migrate off from so I would like that

293. 2:35:32

     the blockchain and the technology allows you to be in a place that you feel safe and go out as soon as you don't feel safe which might be you know saying like hey okay you know like this is actually your key bring it somewhere else and you know this is a transfer Wizard or someone else outside can help you say like okay those are your actually that's your wallet yeah okay we can put it here now so I will again this is about changing that mentality maybe it's not

294. 2:35:56

     so much in the user but on like what can we do to help real users who go and lose their I would just say you know urgency of your seed phrase and the importance of it is one problem but the real problem is lose users losing access to their account so if we can solve that problem first we don't really need like some people like might need to worry about their seed phrase but I think one

295. 2:36:21

     some of the things we brought up Shard dog um keom Fasto those things are eliminating the idea of seed phrases entirely and they're tying um your account to something familiar like an email um us who might be like maximalists about custody or whatever I'm and Fasto is non-custodial but um you know we it's about changing the narrative so instead of uh instead of they them owning their seed phrase like

296. 2:36:53

     they own their account and it's through something familiar that they know they can recover of course like like maybe maybe they want to graduate one day to feeling more ownership with their seed phase and maybe if their account reaches a certain value within your app you want to like even encourage them to back that with a hardware wallet so it's really about the context of your experience um I think that the fast thought solution

297. 2:37:18

     isn't perfect for every app right like um if it's something that requires uh like a lot of wallet uh interoperability then maybe you want to just have connect wallet button but I think it's just about uh yeah thinking about what's right for your users and what we're finding is we we we need to address a whole new market of users with stuff like fast do that accounts are secured with emails or or passwords

298. 2:37:44

     instead of seed phrases something more familiar yeah one last 40c question 35 second question oh if not uh I'll be here all week if you guys want to talk about anything Fasto or simplifying your experience you will also see me around and thank you so much for being here and we hope you have a great conference thank you thanks please welcome our MC to the stage near foundations Abby Shake

299. 2:38:44

     Vian please welcome our MC to the stage near foundations Abby Shake vyaan all right let's uh let's see if this works uh hello everybody I'm sorry I'm late I didn't realize how far the other venue was uh thrilled to be here uh we've got an very exciting session coming up but first let's hear it up for our previous speakers Let's uh give them

300. 2:39:47

     a little round of applause let's go all right this one is uh going to be a great chat it's in the trenches between web two and web 3 and we've got Olivier and Sandy Sandy from calero Olivier from parcel chain they're going to be speaking and comparing and contrasting web two and web 3 varying approaches and philosophies please welcome them up to the stage Olivier and Sandy let's go everybody woo

301. 2:40:22

     hello everyone hello can you hear us works works amazing so first off like uh maybe we can start with an introduction Olivier you can start uh maybe just few words about yourself I can introduce and then we can dive into uh the topic excellent good afternoon everyone my name is Olivier um as a short introduction I joined Google in 2005 and I'm one of the co-founders of Google cloud in Europe uh I've been there for 10 years and acted as CTO uh for all these years um hopefully this is experience I can share today and make a

302. 2:40:55

     few parallels with web 3 um I've been Al also helping a lot of companies in transforming through Cloud you know some of their business mainly in the finance uh area you know helping a few large Banks to transform as much as in the logistics Arena was you know two years ctpo for a logistics organization in Barcelona called pack Logistics series C to series D and more recently I

303. 2:41:20

     co-founded parcel chain uh parcel chain in in a few words is the Uber for parcel deliveries we help connect individual commuters you and I uh traveling every single day to Merchants looking for parcel transport um by doing so we acting responsibly and we providing a Last Mile uh sustainable offering obviously at the same time we bringing money to all our local commuters okay um so my name is Sandi I used to work at Facebook I join near early as an early

304. 2:41:50

     engineer uh first infrastructure engineer and currently uh I'm a CE of calimero which is essentially private charting and private data layer on near um and like today we're just going to try to discuss like you know what were the similarities between web 2 and web 3 uh what were the you know hard things in web two which people forget maybe uh you know which have to be solved uh similar

305. 2:42:14

     to web three so I have this question like when you have to say what would be the web three adoption like how do you see web three adoption right now from your perspective looking back what would you say well I must say just coming to the conf to this conference feels very en you know energizing when I see how passionate people are all around uh so I feel the bu like in many years when I was Google I feel you know to answer your question I feel web three is really

306. 2:42:39

     still in the innovators phase if we just referencing to Jeff Mo crossing the chasm uh bell curve but still we can see the premise of some of the early adopters trying to leverage you know some of the core capabilities of web 3 um I still feel you know back to the Innovative stage it still feels really hard um you know parcel chain is a web three application so we've obviously been building onto K mirors but it still feels really hard for engineers you know to pass this learning curve and really adopt web 3 start understanding smart

307. 2:43:11

     contracts and how you can change them together so I still feel like there is a certain step uh for the whole engineering community to hop on onto the web three environment and um I think web 3 does things really really well but it doesn't do everything and I think like every single major technology change um you should leverage and you should focus on what it does really well um at parcel

308. 2:43:37

     chain as an example we enjoy you know the immutability of transactions we enjoy the ability of managing ownership through nfts and the Simplicity between integrated wallets but we don't expect everything to be delivered through web 3 so we're still using a hybrid model where some of the capabilities on web 2 and some on web 3 um and last and and least I would say not everything is real time and you know when you're thinking about web 3 transactions we're not subse

309. 2:44:01

     yet so again trying to map you know some of the capabilities that you can build on these days and how these match to use cases is potentially where we are okay sounds good uh for me like just I want to give like a tangent when I joined from Facebook uh to the web3 space I was always like interested like how can we build applications which everybody can use applications which will be scalable usable and stuff and like in our perspective now we built you know some basic product demos after like four

310. 2:44:30

     years being at near where you the like the user experience is not so bad um and like we are kind of every year getting there more and more so like my question for you is like how do you see uh this like Innovation takes time perspective like how was it from your perspective in cloud like was everything immediate uh as you would expect Google is a big organization or you know even in the '90s uh what do you think like is it as fast is it is web 3 slower than the

311. 2:44:56

     other things or it's no I think web 3 like most of the other Technologies which kind of disrup the place you know think cloud in the same way you know usually take about 10 years to really you know solidify within the ecosystem and and bring benefits to every single almost every single customer so Cloud was no different you know we just to give you some mileston so you can reflect on we when I was Google we launched Google apps in 2008 uh the first Enterprise customer joined in June

312. 2:45:28

     2009 so that was about you know a year a year and a half later and the first customer was about 10,000 users so it wasn't just a small step it was really you know kind of an endorsement from you know the wi it community that there could be large organizations leveraging Cloud Technologies to place you know some of the backbone of the it environment messaging and collaboration at the time was core so it's interesting to see that this takes time um even

313. 2:45:53

     though now we might feel like it's normal and everyone is really using Cloud you know as a stepping stone for building applications it wasn't at all in 2008 and you have these kind of you know different Milestones which basically kind of open up every single time so this first customer in in France which basically endorsed Google Apps you know pull the whole Market you know up I mean a lot of of small organizations were using Google apps but there was

314. 2:46:17

     immediately an acceleration in the adoption and I think where was The Tipping Point was about you know two years later uh BBVA was the first bank to go Google um that means you know the 30,000 users and those Google Apps as much as started using Cloud as an independent environment to run some of the applications so they really shared the vision that we had at the time that cloud ultimately would be you know the

315. 2:46:42

     back end of every single it uh shop and this was a tsunami to be to be CED this really had a tsunami effect in the sense that people didn't feel like any bank would ever go Cloud because you know they immediately felt you know there would be regulatory constraints there would be you know data privacy issues and you know these were you know points that we obviously worked up front with

316. 2:47:06

     Regulators with customers uh just to reinsure them and how data was being managed how you know we could comply at the time with different regulatory constru R so yeah I think from the outside it always feels like it's easy it wasn't and I think web 3 is no different web 3 will take you know time for you know for accelerating we'll potentially use different channels you know some b2c which I've heard a lot

317. 2:47:30

     today some B2B as well and ultimately this will be you know a stepping stone in the platform being used in the future sounds good one one I have one more question I always like to ask like what are the values uh people like in the open web what brings them here I said like when I joined from near from Facebook to near like one of the things for me which was very important was you know this data ownership thing um and

318. 2:47:54

     like now working at near and working in calimero we kind of have the two values which brings us one side privacy to make sure that the users and companies have the rights to privacy on the other side that they get the data ownership so I think the question I wanted to ask you for parcel chain the company you're currently running how come it came into web 3 and like what do you see as the

319. 2:48:16

     biggest values uh you can capitalize on web 3 which is different from Web Two I think I I'll start with view point I mean um it might sound interesting you know from my background at Google I think Google has probably done the best um you know acting as the bestas Safeguard of you know users data and I think they I can tell you from the inside they really do everything they can to protect users data constantly

320. 2:48:39

     from any infringement whatever it could be uh I really believe in web 3 as a way to keep keep the users in control of their own data and I think for me this is the next Paradigm change where you know people can see the evolution from web22 web three why did we go uh web 3 at parcel chain well exactly along these lines um if you think of you know if you step back a little bit on the delivery

321. 2:49:02

     environment there are major issues for us every day as we get Parcels being delivered but number one is there is a lot of data and labels that you receive you know everyone can simply know your address eventually your phone number this is written on labels uh and get access to a lot of sensitive data so again when you reflect back on web 3 you're like wow uh but in real we already sharing a lot of private data without taking care of so I think you

322. 2:49:26

     know our attempt to use web 3 at puzzle chain was really leveraging this fact there is no need for labels on Parcels there is no need to Frontline sensitive information as long as we can you know keep users in control of the data on on our platform that was the number one point uh the second was obviously we need immutability of transactions uh Finance is no different or Logistics is no different than Finance you know

323. 2:49:51

     obviously Finance makes sense because we think about financial transactions but it's the same in logistics I'm going to give you an an example I ordered a book on Amazon I'm living in a small village in France um which is probably like 15 kilometers away from the next city where the warehouse is and you know even though I ordered an Amazon The parcel never got delivered so what happened is a couple of days later you know Amazon was notifying me that the

324. 2:50:15

     the shipment was done and delivered but no one came to my door the the carrier decided not to come to my door and the reason was simple it takes them too too much you know cost them too much to come and drive you know half empty um a truck to bring this book to me this is what we're calling in the industry a fake delivery and it's happening more and more why is this important because Amazon doesn't even know that the carrier didn't bring the you know the

325. 2:50:39

     the book to me and obviously what's impacting Amazon is I become an unhappy customer like like many others so why you know immutability of transaction can really help us is we can finally provide tracing of who does what along the way so we keep track of who is liable if something an incident happens and and basically bring this liability back to them um and you know same you know I'm sure you've you've maybe experienced the fact that sometimes you expected you

326. 2:51:05

     know something to be delivered and you never received anything what do you do you call back the retailer and the retailer will ship you another parcel again uh doubling the cost so on one side it's like keeping track of everything on the other it's obviously fighting fraud that is really happening within the logistic environment so again these were the core reasons of why we wanted to uh go web three obviously as we building parcel chain we're building this as a platform so far we have a single service which is

327. 2:51:31

     about shipment uh but next there will be more as we expect and having think this wallet integration makes things really simple so we can we can have liquidity on the platform you could basically buy something and resell another and we basically build this sense of community along the way so this this was definitely really important to us yeah I have one more topic which we discussed many times and I always I think it's very interesting for the people to hear

328. 2:51:56

     about it so when we started calimo as the company private Charing we wanted to Target Enterprise customers and I had a very hard time talking to Enterprises months of uh you know talking and talking and talking and never happen something um and then we kind of decided to like focus on company who are trying to sell to Enterprises to build on top of us um and there's always this

329. 2:52:18

     discussion for many years you know web 3 will be an Enterprise used product and many people disagree from your perspective what do you think that we as a web3 industry have to do to get to the point where Enterprises are using us as a default uh thing and will it ever happen like maybe it just becomes this Anarchy thing which we say Enterprises never use blockchain because of I don't know why I think in 2005 when a Jun

330. 2:52:44

     Google people were telling me I was joining a a dummy search company no one believed that how simple was search on the consumer side could be brought inside the Enterprise because of course Enterprise has had richer more complex environment and data the eviden is not um but it takes time and I think it takes multiple channels for you to become the de facto player so making web three de facto for everyone um first

331. 2:53:10

     you've got to look at all different channels you know it's really important that you from a consumer front and you know near being you know main net being a front line to everything happening in the ecosystem is really important because it brings Vis visibility it validates the technicality behind it the scalability and all these facts and you know this is one of the three channels so obviously you go consumer public consumers then you move

332. 2:53:33

     into the b2c environment where it's a lot of small shops looking for leveraging web three in one way or the other and the third is really the Enterprise which brings more loyalty you know trust uh which is also much harder to enter because you've got to prove yourself you may be asked to do well to add features that you may not have so it's always you know trying to find the equilibrium in between what is

333. 2:53:57

     reasonable what is making sense for the product to be shipped into the Enterprise world as much as you know what it's good at and making sure again that's the point I was making earlier you're not a One-Stop shop you don't want everything to happen on web 3 you want you know what you really best add to happen on web 3 and and basically play integration with everything else so I think for me the answer to that is you need to look after the whole three

334. 2:54:22

     channels uh they all have benefits you know obviously it goes faster on the b2c channel than it would go on B2B it's also you know higher turn so you've got to keep on people you know with new features with the speed of and velocity that they would expect and at the same time you know Enterprise gives you the solidity and and the foothold that you want to you know land you know maybe small initially but expand very quickly so you've got a larger foot stack uh

335. 2:54:48

     later I'll give you some examples just to to resonate a bit more when we started with Google Cloud you know you might think Google apps but there were also you know really important building blocks for for us at the time I can't think of big quer or just app engine um when Kate and William got married in the UK uh they obviously had a need to have like a website to let everyone you know

336. 2:55:12

     uh stay aware and and share best wishes to to the Royal um princess and and and and Prince and they basically used upine at the time uh and app engine basically really helped us you know spinning up this environment very quickly scaled to millions of Heats whenever they got married and then just vanish and disappear like two or three weeks later it was very economical it was really simple to manage and it fitted really

337. 2:55:37

     well this use case we also worked with the national security organization in in the UK because we wanted to be able to throve you know millions and billions of Daily records medical records to see and detect any insights for specific diseases uh and this is when Big C really fitted well so I think the difference in between Enterprise and b2c is it's not a One-Stop shop you've got

338. 2:56:00

     to identify the use case what part of you know the play will work extremely well um for which there is no competition whatsoever and then you know land there however small it might seem initially but because this will grow and and land much bigger later so again very different approach uh still with the same portfolio of products obviously we have four more minutes I have a hot hot take hot question uh like I'm talking a

339. 2:56:25

     lot yeah no no that's that's good we want to hear your opinion they can hear me every day I talk too much either way so um one thing um when I joined the space defi was very hot I never liked the defi tokenize everything in the world uh tokenize this tokenize that tokenize this we share a perspective which is similar around it um and I can talk about tokenizing everything but I would love to hear your opinion as like what do you think about token everything

340. 2:56:50

     is the value of of of blockchain just tokenizing everything or there's something here else there behind it I think there is at least in the outside world a lot of confusion because people think you know web 3 and blockchain and web 3 and defi is is kind of the same and I feel like it's really two different things you know defi for me is really business transformation it's about disrupting the financial environment and providing something

341. 2:57:13

     which is you know really unique in terms of decentralization of payments uh so definitely something which is opining but really fits within the business transformation Arena I think what when we talk about web three it's really underpinning a whole transformation whichever industry you sit in so it feels very much along the lines of cloud or you know virtualization anything else which we've seen in the past which you know you might you know underestimate

342. 2:57:35

     initially but has fundamental changes down the line so yeah definitely I mean I'm a technologist by background so I feel much more appealed you know as you know by web 3 than I would by defi but again I think um we have to split these two together so web 3 doesn't get hindered because people confuse the two together okay one more question I thought it going to be more um let me

343. 2:58:00

     ask you one more I have like uh ad hoc questions are regulations slowing down web three what do you think regulations and web three you said you talked about SEC like you talked about Cloud had companies were companies were not willing to adopt Cloud because of security and privacy concerns and regulation how do you think that applies into web 3 well I think in the same way right people will be asking you know okay but where is still sitting the data who could eventually access my data um so as

344. 2:58:32

     part of my role within the Google Cloud environment I was also helping building the road map in terms of certifications for you know Google Cloud to be accessible across multiple environments and and the challenge is obviously as you build a global infrastructure you're still hitting local Regulators uh and you've got to eventually you know split and dice um things just to suit the local regulator so I think the same

345. 2:58:56

     applied at the time if you think of cloud no one could uh walk inside a Google data center to see how data was stored and you know for good reasons to be to be candid uh because you know everything was virtualized it's not like one server was earning more data of one service than another it was changing constantly and fully Dynamic and it was just trying to help explain to Regulators what was done upfront in terms of guidance and policies so that

346. 2:59:21

     they would you know anyone any Enterprise customers could still have access and only them have access to their own data so it a lot of it was around recommendation re um was around Communications was around providing clear principles to the outside to the outset on how Google was handling the data and I think the same applies with web 3 right you know I trust you know you Kimo and and near to do the right

347. 2:59:46

     things from a background you know from a regulatory perspective so I can comply as well as as a customer of yours uh and make sure that you all also hosting my data correctly so I think a lot of it done is down to communication explaining things uh explaining how technology can map to some of spec specificities to the outside I think the the simpler it is the better uh you want to go against you know complexity and uh and really explain very simply to uh to people how

348. 3:00:12

     how technology is being managed okay we have five more seconds one quick quick question first word which Pops to your mind when you hear open web one word freedom freedom right trust for me so thank you very much for the time I hope you enjoyed it uh thank you Oliver for coming here and and go we three see you bye thank you all right uh all right everyone let's H give it up once again for Sandy and Olivier for a great

349. 3:01:18

     conversation you know I'm uh I actually should have introduce myself I'm actually senior legal counsel at the near Foundation every time I hear regulation I kind of winse a little uh so uh full disclaimer the Encon token is is not a security so I I don't think there's there's anything to fear there um we've got our next session coming up uh social Lego blocks what boss o offers

350. 3:01:42

     to web3 builders very excited to welcome Eugene uh from proximity Labs up to the stage to give a presentation please welcome Eugene to the stage everybody hey everyone um my name is Eugene I'm a founder of near social and that's how all the boss started and today I'm going to talk more about what you can do on the social side of this instead of just building apps for entire web so before we begin so that

351. 3:02:23

     talk going to be mostly technical with a lot of visuals but um hopefully um you all going to enjoy it so another disclaimer you probably want to know some Basics about how it all works otherwise you'll be confused uh but there's going to be a link at then that you can use to get all the SL ples so let's get started so first we're going to talk about um social components so what are actual

352. 3:02:54

     building blocks of a social applications and how they actually stored in the decentralized social platform so first is a profile it's fairly simple it's probably the simplest thing you can do and behind it we have a decentralized database that is unique and accessible by every single user so users can only store data under their own accounts and I'll show how it works so there's a simple boss VM command that you can do to get the profile data so in this case you have

353. 3:03:34

     first request a command called social doget it takes the account ID then we say what you want to retrieve for example profile and then you um and then you get a double uh asteris to R retrieve all the data under profile so expand the option you pass final to indicate the finality of this data and final just going to retrieve it from the server so it can do very large amount of data and the data you get in the

354. 3:04:05

     following format it basically Json starting from the route where the first key is the account and then you get pass data so in this case profile and the all the information that we store for a profile so that's why it's very simple it's just data that we store for a user for a given profile so there's like image and it's stored as nft there's a description that user posted about their profile and name and maybe a background

355. 3:04:37

     image that is a hash on ipfs so the next thing is the graph so that's how you you keep connections in a social data so in any network you have people you follow or like being in friends with or you like and then people who follow you back so in order to get this data you need um two things right we get data from graph under a key follow for me and that way we can get who I follow and if

356. 3:05:11

     you want to get the data that who follow follows me because they cannot write under my profile I have to retrieve it in inverse I'm saying who are all the accounts that have a key under graph who follow my account if you execute it we get the following so on the left you get pretty standard you get list of people who follow you and on the right uh you get the kind of inverse object it starts

357. 3:05:39

     with a account and then it has a bunch of keys indicating all right they follow me and so on so that's how you can do kind of inverse edges in a graph now the next piece is a post so how people actually write anything on a social network they create text that get instored on a chain to get the post you go to a specific key called post.

358. 3:06:10

     mainmain and you get the information and it stored slightly different instead of being an object which contains text type and stuff like this it's stored as a string but not a simple string but Json serialized string we do this because we don't want to store this data forever and to store to decrease storage we want to override this data because on near protocol you're only paying for the data that is stored in a state so you don't pay for the data

359. 3:06:43

     that that was previously written and later deleted so in this case that message is effectively a single string that can be overwritten but how you get data from the past right the the post that was before this so for this we have to go back and we use indices so what is an index index is a specific key in the database that is getting pared by the server so here's an example when you post a new message you also

360. 3:07:21

     write a specific key under a namespace index and that key is in this case post so this post is an action and it should be again a this like serialized Json string that contains two attributes key and value key is what a unique key that you would uh aggregate data on so in this case we say just a Main feed and a value it can be any data that you want to store in addition to this so every

361. 3:07:52

     time you write into the index a server indexes the data and it will serve you using the custom API called social. index so for example we say hey give me an action post where the key is Main and we also a filter by account ID and if you do this well you get all the post that account ever written and the way you get it is account ID a block height when it was created and then a value that was specified so using this information you can reconstruct the

362. 3:08:34

     feed basically now we can say right who was all the people that posted into this index called Main and we can request wested using command social. index how we do this well we say all right now do not filter by the account ID and just give me everyone whoever posted anything but make an order um descending and give me a limit at most 10 posts and here you are you get the index of everyone

363. 3:09:06

     whoever posted under their account Nam space and the values so that allows us to actually create a feed of posts on a main page still no custom Logic on a server except for this magic indexing but makes it very powerful now how we do likes so if you familiar with lens they actually don't store likes on a blockchain so instead they like all right here's our server let's keep likes there we instead decided to store likes and without inventing

364. 3:09:50

     anything custom for this we just reuse the previous stuff like storing data either under your account or into an index so how we get the certain likes for this we need to know what item was liked so we need to introduce items so what is the item so so in Social an item is effectively this structure so it has a type so for example if it's social it means it's stored in the database social DB then it has a pass which indicates where the data is written in

365. 3:10:31

     the absolute pass so in this case a root. near is account ID Post Main is the path and then a block height and a block height is when this data was created so this uniquely identify a post and that's kind of the a unique link that we'll use for all the information so if you want to talk about the post you would use something like this so now how we store the like uh we do the following we basically say let's

366. 3:11:02

     write a new index under action like and the key going to be the item that you're liking so in this case this item is a unique identifier on a post we say all right let's and a value going to be like and to retrieve it we use social. index we say all right let's give all the likes on a particular key and the key is this object so if you execute it you get all the likes and when it happened and you for every item you have like so what

367. 3:11:36

     happens if you don't like the post from Ilia anymore well it's on a blockchain so it's done and cannot be done that's kind of a problem but um you can fix it for this um let's just basically send the same index and say I un like it so that will remove the L and but then let's say I liked it again so I added the L now instead of 1 items in previously I have 15 even so it means the same thing so to solve that

368. 3:12:13

     for likes I introduced an experimental API so given an item it will retrieve you the list of likes so it's not available inm instead we just fetch it directly from the server and you pass the data where the body consist of just a single item and it will retrieve you a list of likes so they're basically just a list of accounts who like the post so that's very useful because now considering the feed consists of ton ton

369. 3:12:46

     of posts you don't really need to fetch an index for every post you can just fetch likes in aggregate finally the simple stuff is comments and comments I like likes but they are really posts on a given item so we let's see how it actually implemented so when you comment something you have the following in your data that you overwrite every time you comment you have an item indicating on what you commenting in and in this case it's a post so if

370. 3:13:25

     you comment in on a post you just indicate all right that's an item and then in the index for this item you also indicated that you just commented so now if you want to retrieve all the comments on a given post you query an index if you want to retrieve what was the post for which you created this comment uh you you will read the comment by the item and then you can retrieve the parent and

371. 3:14:01

     finally here's an example of the index of for a given post you request it and you get the following so you get all the comments a final component that is useful and a notifications and if you remember in a social DB you cannot really notify someone directly because you cannot write under their data so instead you have to write it under your account and they Som how need to figure out that you

372. 3:14:31

     made this um notification related to them to solve this we will create a new index where the key is the account ID and we say notify so we basically notifying someone about an action that I just did and you can read notifications from anyone so in this case for example you can read that I commented on your post and then three other people liked so that's pretty much it uh from the Lego

373. 3:15:01

     blocks and to get used of them you can use uh component that I started working on which consist of the all the different social component components that I use for the main feed and if you go to this link uh it will land on a component and whenever you building something in Social you can use this to figure out what is the component how to use it it's properties and stuff like this so I'll keep so I'll try keep it um updated over time uh but it's not right

374. 3:15:36

     now now a second part of this is actually how we build some new applications so we have a feed which looks like a Twitter feed which has the following properties it takes um your graph people you follow then it requests uh an index of post from this people and we just display them in Reverse chronological order and then for every post we can get the likes amount and we can also get the list of comments and notification works so instead we're going to build an

375. 3:16:17

     edit it's like a Reddit Forum but it has a few differences from the main feed so it has to be Community specific so it's not only like one single big feed but instead kind of have a communities in which people also um talk about specific topics uh usually it's sorted by likes so when you go to the main page you see top popular post from the last day for example and to get it at time specific bound you want to Decay it by age so if

376. 3:16:56

     the post was like two days ago but received like enormous amount of likes it still can be in the top so we need to use the previous Lego blocks in order to build something like this so let's start with a feed so we'll call it n/ all and it consists of the post order it by likes comment from different sub edits and also based on their Edge age they go uh down in um popularity how we can implement it so we'll use stuff that I just talked first

377. 3:17:36

     we start with the index and instead of fetching just 10 posts we we will fetch like large amount of posts and because it's an index we don't fetch every independent data so the data is fairly small we just fetching when they were posted and who posted them so we can construct items and the key is a subnet so for Main feed we will use all and for something else we use let's say nearon next we're going to do some job

378. 3:18:12

     JavaScript to convert this data into the items and the reason why it's a bit more complicated because maybe you want to repost it from one Community to another Community which is not implemented on UI but the logic is implemented for this the third thing you want to do is fetch likes that's where the experimental API coming into play and instead of fetching just likes for one item we will fetch likes for multiple items at once so for all posts that we

379. 3:18:44

     fetched in the first batch we will now fetch the number of likes and who likes them but we only care about the numbers and finally we want to sort your feed in order to display it so how we do this well we use the following we say okay how old is the post that's your age of the post and how many likes it got that's your score so we divide the score by exponential decaying age so the older the post the less score it gets the more

380. 3:19:18

     likes it has the more higher the score is then we just sort all the items that we get and we can display them and that's how the feed works now another difference from traditional Twitter feed are multi-level comments and what is actually a multi-level comment it something like a comment on top of comment and for every comment on top of comment you can also apply the same algorithm we did for um the Sorting of the post so we get all

381. 3:19:57

     the comments we sort them by like Decay them by time and render them in sorted order and now for every comment we just need to display a feed of comments under this comment so a comment is an item so let's just use it and here's just how the data would look slightly modified from before so for every post we added a subed item which indicates under which feed it was posted so that's very useful for displaying the post when you get a notification for it for every comment we also add a root

382. 3:20:37

     item which indicates what was the post on which it was posted so you you can display a full tree instead of just a parent or like having to recursively find a parent and finally um here's when you make an index you write it into two indexes instead you write it under the sub neted index and also all so that way you can get an aggregated overall feed and that's pretty much it thank

383. 3:21:10

     you if you have questions maybe I have time yeah all right so the question is why comments are not included in the score of post so that's actually valid uh but for this you basically just need to kind of have a big aggregation of number of likes total or something like this so like frequency how they were posted so that might need a bit more data on sorting this but probably possible to implement or do you also want to build

384. 3:22:02

     groups sorry you mind ask question yeah I can ask it again so is this n idea going to replace the concept of groups or are you still planning to build on groups um well the social itself is kind of like a super app of different social applications so that's why potentially what you want is probably replace the main feed um the groups are interesting concept as well but groups also make sense if you can restrict people who can

385. 3:22:36

     control them so in this case current group implementation at least the hacking version was based on on nft membership so if you own an nft then we filter on a front end um all the content only to the current members if you don't own it DFT then you can still write your data into social DB because no one protects from that but it's not going to be displayed on a feed because um

386. 3:23:02

     whoever visits the official endpoint or like official app will have a filtering based on the membership so this um Reddit it also in theory can be controlled a private um but that's a different topic that require either encryption or some kind of another Access Control yeah so based on your answer so do you see near social as becoming a social network or more becoming some you

387. 3:23:37

     know place where people can go and actually find the components to create their own social network work like what what the ambition for the future yeah so one a few features that differentiate new social from traditional networks I ability to embed applications directly into the feeds and posts So currently they like under strict white list and you can only repost another post but you

388. 3:24:03

     can imagine you can create applications that can be embedded in the main feed and that may be a mechanism to distribute the data um probably there're going to be some kind of main version of the near social which have more polished fit but you would also be able to use different applications so once some kind of technical details are figured out around how to make custom notifications so they

389. 3:24:30

     are not easily uh attack the like cannot be used for fishing then it's very easy to create new custom uis and new custom applications so if someone want to like make a new app that just image focusing social network where the image is on top of the post instead of on the bottom well maybe they will call it Instagram and build it on social as well um do you have any components that

390. 3:25:00

     are related to safety or um moderation um yeah so currently um it's done on a user basis or a post basis so you when you render an index you can filter it by the people you hidden so if it's not like a Reddit specific where everything is displayed so for everything is specific you can also flag any given post for moderation which gives a goes to a custom feed that you can later kind of query when it comes to gmca takedowns

391. 3:25:38

     and like some illegal stuff it probably going to be deleted it or like blacklisted on the server and you will not be able to request it when it comes to like building a custom UI to get it you will probably still get it maybe not from a official RPC server but you can get it from a blockchain if you run your own note any other questions um are you planning introducing any paid content uh private pay content for

392. 3:26:15

     subscribers so yeah that's like currently in Works um but it's not going to be part of the main um experience that can be fully decentralized because private content requires encryption so you can probably build um easily build like peer-to-peer uh data that is been encrypted and Kary is a good example of this they built a private chat um but for like Mass adaption data you might need a separate server that will keep data encrypted and only give it for

393. 3:26:50

     the parties that need it otherwise you run into a problem where you need to do key exchanges will not store data on the Chain all right last opportunity for questions here all right I think that's uh that's it for Eugene everyone give it up for Eugene the dream and you can follow Eugene on mob.

394. 3:27:21

     soal I believe great so I think we have a couple of minutes I have five minutes four minutes so people can take a quick break before we introduce our next panel um but again really appreciate it uh Eugene please welcome back near foundations Abby Shake vathan all right uh we need to make as much noise here as possible to get people back to block zero stage so let's hear it up for the block zero stage let's go everybody

395. 3:28:03

     woo now this this team is is close to the heart very excited to welcome the pi team to the stage um you know a little slide introduction might be might might be nice for me we've got the market data your dap deserves mark from the pith data Association please welcome Mark to the stage and welcome a new Oracle solution for the near protocol ladies and gentlemen thank you very much everyone can you hear me okay nice the left screen I think is blank could

396. 3:28:45

     we have the notes up or not well anyway I can yellow it uh so hello everyone I'm Mark I'm one of the director at the piss data Association um pretty much a big contributor to the pth network it's like the in near terms it's the near Foundation equivalent um super excited to talk to you today present you what is pth what we do how we do it and what cooking Foria if it works yes so before I do that let's quickly review how we arrived

397. 3:29:23

     here so ver much blockchain uh application like initially we're just able to interact or get data from the blockchain state itself very much you can think of a closed environment that is pretty dumb or at least just iterate just based on a set of rules defi came in with the appearance of also oracles oracles job is to bring exogenous data on chain so that smart contract can just get triggered and do the appropriate action whenever the data arrives on

398. 3:29:55

     chain uh the first Oracle initially resolved for trust rather than speed um by that like you can imagine that they were pretty much getting the data anywhere they could whether it's prices whether anything from the internet um and this was okay overall for the first generation of Def um as it was just like birthing but um the pce to this is that defi to actually rival its counterpart trfi needs better data faster data um and the idea behind path

399. 3:30:33

     was deliver that pretty much um and the idea was very much going to the source of where the data is created exists so that it can go as fast as possible on train uh and here on the graph you can see that it cuts middleman so it also means cheaper um and it also is great for legal rights because usually you always have kind of you cannot do anything you want with stuff that don't yet that you don't own um and overall like it's great in

400. 3:31:04

     theory to say that but we'll see on three points let's say how P feel featured and have we delivered on the Promises so we'll see uh first on the publisher side so the idea is an oracle needs data sources are we able to resolve that cold start problem second is first oracles arrived on blockchains like five years ago it's a competitive business there's big Network effect is pith as a newcomer able to get market share and the last one will focus more

401. 3:31:37

     on how pith works and how apps integrate because with these designed a completely new model and from the network effect you also have the technical LIF for dabs to integrate so first proof Point did we get will we get enough publisher to join this Marketplace so one thing to understand especially within the financial markets like Market data is a big business and many of the biggest US exchanges for stocks or equities are actually generating 20% of their revenue not from Trading but by

402. 3:32:18

     selling Market data here you can see that even Ice uh like is up a third of their revenue and last year or 22 actually we have 23 data the market is worth north of six billion uh dollars so this is a big business um and the idea of pth is kind of to like provide that data uh to blockchains but the thing is these big companies Industries worth six billion are not just going to end over data to pth or any other emerging

403. 3:32:50

     Technologies uh so we had to be a bit more ingenious into where can we find this data when can we Source this data so we looked at um One Market participant that is often overlooked Traders Traders without without exchanges Traders are just empty and useless oh thank you very much um but till date Traders like put bids asks and have fails on an exchange and they own all this data but till now they were very much keeping it

404. 3:33:23

     internally they run uh like data analysis they run their algo on it to just better the system now with pth they can actually monetize it um and so we very much like went into those big trading firms asked for data contrib this data you can generate you can we can go tap into that big Market um and the other thing is smaller exchanges are not uh all selling data so we also went to these guys and putting these two groups together we had finally our supply of

405. 3:33:57

     data um and it grew quickly and it grew fast and so you can see today I think we're at 90 data Publishers um the one of the first one in Mar is virtal financial it's one of the biggest trading firm in the world uh we have two Sigma jump trading Jane Street like any name you can think of in in trfi trading is on the network and as the network grew we actually saw those companies

406. 3:34:24

     that make billions selling Market data joining the network sibo that makes uh like close to a billion per year selling data is now also a publisher to the pth network um and here well I won't name everyone but you'll recognize many names it spans data publisher spans from us equities exchange uh crypto exchange centralized and decentralized and let's say financial service providers whether they trades on like

407. 3:34:54

     offchain or onchain crypto non- crypto and overall today yeah we're closing on 100 Publishers and with all that we are able to provide price feeds for crypto but also US Stocks us ETFs effects Metals Commodities uh and even us yield now uh second point is arriving five years later have we managed to get a foothold on the space um pretty laggy so initially may maybe likely you don't know uh but pth initially started natively on Solana mainnet uh it's from Summer 21 uh there

408. 3:35:41

     were other already there were other Oracle live already and other came chain link came after but anyway with the piece design the P Oracle price feeds and their Superior performance we grasped in a few months Almost 100% of the dii uh value locked that needs an oracle on Solana um and even today we're still the clearly the there despite all the competition uh s's great but the blockchain world is much louder especially now that we're at ncon the

409. 3:36:15

     question is can we get a foothold on other chains so for the more Technical and devs this is how pith is designed uh to deliver price feeds on any chain so the idea was very much if you want a piece price into each block on your chain you can so and now you have chains going with millisecond blocks so the whole structure was designed so that you can query prices at any time you want from

410. 3:36:46

     our application specific chain you send it on chain you can use it's all permissionless to integrate it's built as a pay as youo service pretty much uh you can imagine you stand up you go get that data send it on chain and just use it for your protocol the great thing about this is it's fully permissionless to integrate uh so we try to stay true to defi we won't chase you with legal

411. 3:37:09

     contracts uh it's just read the docks play around and power your apps uh and apps did get powered by pth so with our initial let's say 50 apps corded from Solana we then expanded to most of the EVMS and move chains and in 23 we've seen about three application integrating with pth um Morey names apps using pith synthetics on optimism uh v um perennial Ribbon or formerly ribbon now IO so very much the one thing in common you'll see among the apps that use pth is that they care about having

412. 3:37:48

     accurate pricing information and the most granular data possible and think synthetics today uh they've integrated last Christmas and they've since done close to 40 billion of trading volume using pie feeds making it arguably the number one decks on evm uh here you can see the like growth let's say uh of every blockchains we've expanded to so from one last year to close to 40 today we

413. 3:38:21

     keep we lose track somehow um so very much the goal and our stance is wherever you build we want to empower you we don't want to pick winner we want to make you a winner at the end of the day and it's great to go on many chains but did we get success everywhere success on some it's easier than others but overall on more than half the chains we expended to we get the majority of the market share for oracles uh ethereum layer one is the LED here so we have to do one day

414. 3:38:52

     something for it but any layer tws ZK chains move chains pith is pretty much everywhere and EMP power apps you might have used there then this is more let's say on the product side uh and evolution of it the next kind of big step among other is further decentralizing the network so last week uh you might have seen it um but we've announced the Retros retrospective airdrop sorry with the idea of getting as many people involved uh as possible so you can go I

415. 3:39:29

     think on airdrop at pth at Network um and just check out if your defi wallet and actually you can do it with as many as you want uh is eligible you cannot claim yet so don't get scam uh but check out uh you might uh be entitled to become a pthan um the airdrop overall spans towards 40 blockchain almost 75,000 wallets were snapshotted um overall I think with Celestia it must be the top two widest reaching air drop

416. 3:40:02

     till date um those who have great site might have seen that there is an aurora logo so if you've been using Aurora be sure to check it out and the second thing is sadly there's no near logo because at the date of the snapshot the P Oracle weren't live on near yet I won't dive too deep but initially very much everything's going to be toward governance setting up the P Da etc etc the one key thing you can think of is the dowo itself will decide what

417. 3:40:37

     are the pricing what are the fees to use P pricing can imagine that anytime someone request a peace price update interact with a PE mod contract and pays a fee P Da will decide this P token holders will decide this so super excited to see this coming to life uh expect it I don't know by the end of this year or something but be on the lookout it should be a pretty fun experience what's next so governance sides new products

418. 3:41:08

     incoming like which try to cook at all time but the big thing and I'm super happy to be here to to announce it but pth was deployed yesterday on near testnet so that means that anyone meaning that only test net keep the app bigger Applause for for the main net uh but today means that anyone can start requesting peace price feeds on near testet you have access to 300 50 price feeds crypto FX stocks ETF us

419. 3:41:45

     rates pretty much you can build whatever you want now on near question is when near Main net soon TM uh audit is ongoing hopefully by the end of this month or early next month um we'll be live on near and further Empower near defi very looking forward to that uh been engaging a lot with the foundation with Aurora also super excited to make uh defi on near uh growing a lot um we'll have an official announcement going out when it's live on mainnet so

420. 3:42:19

     be sure to uh follow us or just subscribe to our blog you'll receive that directly in your email box sorry and I think on this one we are done so thanks again for the time thanks for having me super happy to have p on near now uh it's been a long time coming uh finally we're here so let's make things happen and let's build cool things let's build actual Finance on chain now thank you very much

421. 3:42:54

     everyone question wow what a what a project and and what an announcement pith on testnet let's go we need oracles and we are very happy to have such an excellent partner for the near ecosystem so again let's give it up for the for pith and on to our next uh talk but yeah first little round of applause for pth let's go all right I I can see the energy is kind of being lost in this room so let's try that one more time a little bit of a

422. 3:43:39

     round of applause for pi let's go woo guys we're not falling asleep just yet okay all right that's that's for after the opening night party so look very excited to welcome a an OG to the stage we've got Joe Spano Shard dog the man the myth the legend everybody knows him and he's a big part of our ecosystem he's going to be talking to us about marketing through web 3 mechanisms at Dev Hub and Beyond let's welcome shard

423. 3:44:10

     to the stage thank you all right all right thank you I appreciate you guys coming out I'll try to bring a little bit more energy I know it's the end of the day I know people are tired everything else uh so yeah so let's get right into it uh first off uh I'm Joe uh so if you don't know who I am uh that's perfectly okay uh I started in the ecosystem as co-host of ready layer one podcast I'm a developer uh I co-founded Shard dog if you don't

424. 3:44:42

     know what that is it's a web3 marketing platform we're going to talk a little bit about that I'm also currently a devell moderator at devhub my focus is on retention which I think pulls all this together so we'll get into it why should you actually trust what I'm going to say today um and it's really kind of more than just that I have experience in the ecosystem uh first off uh I do actually have an extensive background in Psychology just because I'm a developer

425. 3:45:08

     doesn't mean uh I I don't do other things but I will tell you what I make a mean pastel daata so if you guys know who frol is I we we're the best ones you've ever had also I'm not going to shill anything now just kidding I'm gonna talk about Shard dog a little bit too all right let's get into it though why you should really actually understand and Trust what I'm going to say uh my focus has always been on understanding user behaviors and what they need and that's what we're going to kind of talk about today and talk about

426. 3:45:38

     a little bit about marketing we don't have a ton of time so let's get right forward so what actually is this presentation well I'm going to quickly get into a brief history of when kind of marketing turned to crap and why we think that the open web can fix that uh how selling became kind of a scam for a lot of things nothing really felt real anymore with marketing and where the future actually of this kind of goes

427. 3:46:03

     it's going to feel like you're in here hopefully there we go all right so this is kind of where marketing kind of started a little bit right it's been around for centuries and there always been some kind of marketing but really when we think about modern marketing it kind of starts with storytelling right the concept of I'm going to sell you on that whatever I'm providing to you has a feeling that you

428. 3:46:30

     are going to be part of something but kind of that went sideways and now we get kind of something like this just wanted to read your content but nope here's sales and that's a huge problem for where marketing is kind of gone we're so caught up in always having to shove sales down your throat just because you wanted to actually access some content so these are my wonderful dogs um and this could be us this is how how it could be it could be nice and Harmony

429. 3:47:01

     um with marketing and everything else like that but it's not okay selling became a scam uh web 2 marketing really became a about constantly just harvesting your data it became about you know invading your privacy and more and more we become conscious of how our privacy is getting invaded that we've started to back away think about like the things that you actually buy online that started to kind

430. 3:47:25

     of move to the side a little bit and the TV and internet kind of ruined all of this especially right everything is about bombarding your senses right so everything is an ad uh no matter where you go no matter what you're watching whether even if it's on netf nli there's ads in the background it's non-stop there's no more autonomy on how you feel anymore and that's a really big piece of the we've lost that part of where we are in control of our own experiences so instead you kind of feel

431. 3:47:56

     like this right so you go through and we've given up our privacy for some free stuff and we just look ridiculous that's awesome my dog all right so now what so the model that we start to think about both at Shard doog and at devhub is really thinking about the user in a different standpoint about how do we start to model mechanisms around again autonomous behaviors and you don't know what that means means that how does the end user feel in control of their actual experience so the example that I always

432. 3:48:30

     like to give is fan clubs uh I'm on the older side so be remember back from like mailin fan clubs if you don't know what that is I'm sorry um but mailin fan clubs you used to be able to actually mail in to like a band and You' be pay a certain amount of money every year and you get like merch and stuff like that early access to tickets but you felt in control of that experience

433. 3:48:52

     you had to actually opt into it you would sign up for it and be part of it so you felt good okay web three though marketing can actually start to do this and web 3 marketing really is more about actually taking that approach of having that autonomous behavior and going a step further so we believe to stop marketing and start engaging and that's what we're doing over at devhub is that now the focus is no longer just about let's sell

434. 3:49:23

     you something on why near is the best developer experience which it is right we all know it that's that's why we're here but we want to actually start to engage you as a user and better understand what do you need and how do we help you be successful instead of us trying to put our product to you so here's where we're kind of at right privacy has started to go away kind as I was alluding to before privacy has gone right out the window yet as we've gone further down this pacing now

435. 3:49:57

     with you know what stuff that's Apple's doing and Google and the likes and even Facebook at times you know they are essentially providing Moes for themselves by making things more restrictive yet still your privacy is invaded by them so we need to really start to look at how do we start to change that perception of what it is actually to be a user within a particular ecosystem product anything else so the first part of that is

436. 3:50:28

     reputation so reputation we believe is the key to actually allowing you to start to have more autonomy as a user and reputation does not have to to be kyc does not have to be where you have to get doxed and that's the part where I think sometimes people get confused right where if you start to behave a certain way and the different interactions you start to have right you get fed in current web 2 you get fed all these different ads and your privacy starts to go away but what if we

437. 3:51:00

     could kind of go the other way where we say look if we don't have to actually build trust through doxing if I don't have to show you so much any ads if I don't have to invade your privacy can I still build your reputation and in web 3 we can do that because of your activities on chain that can be verified and uh followed up on so I'm sorry I had to see this you have to see this I was uh using AI to come up with different memes and I got

438. 3:51:30

     this scary image so sleep well tonight with this one enjoy but again I think the idea you get it hopefully if you can actually use rep reputation on the blockchain we can do something really interesting so here's the meat of really kind of what this presentation is we want to foster a culture of optin and genuine engagement in web 3 okay as you can see one of my dogs is not opting into what he is saying but we want to allow that to happen and the

439. 3:52:01

     reason why is because when you just track different behaviors it doesn't really feel good right if you think about your experience again everyone has this talk where you say oh I was just talking about X and now I have seen ad for it right it's like how does that happen well that doesn't make you feel good and that feedback really isn't useful to anybody so on web 3 though and you say well where did all this data go well you can actually still store some data

440. 3:52:34

     because again we can look at your onchain behavior and start to form possibly a profile that is actually meaningful about who you are so and the reason why we say this is a little bit different is because you're actually in control and the more in control of your own data and your ability to opt in you are much more likely to be loyal to a product or to a resource than if you were the other way around so if we're forcing you to be and

441. 3:53:04

     you have to opt out now all of a sudden it's a completely different an experience for you the concept here is and I'm going to keep saying it autonomy leads to retention okay so again letting the user feel in control leads to retention okay so how does this fit into devhub so um at devhub again our goal is to bring in developers we want more developers in the ecosystem we want you

442. 3:53:39

     to be here we want you to be happy we want you to stick around and build something for the long term one of the ways that we can start to do that is look at again onchain tracking and your user engagement are you actually deploying contracts are you building components you know what are what are you actually doing on chain and especially now with again like boss components and everything else we get a really nice picture of how active you are in the developer Community just as a

443. 3:54:10

     builder secondarily we can start to use actual nfts as a marketing strategy so you start to attend different groups right maybe you're part of the infrastructure group maybe you're part of the ZK group and now we can award you at nft for participating as part of that you're building a profile we don't need to know who you are you don't have to be docs I don't need to know your name I

444. 3:54:33

     don't need to know where you live I don't need know anything else about you your username can be I love kittens and that's great it doesn't matter we know that maybe you are a engaged Builder because you've collected all of these nfts for different groups and participating and your shipping code on chain we can also start to look at reputation in another way too that comes from challenges so at devhub we're going

445. 3:54:58

     to start introducing soon challenges where you can actually start to it's not really competition necessarily but it's your own you know can I complete a task can I can I figure out a puzzle things like that we start to see where that starts to get put together different events like I just mentioned you participating in groups and then contributions so devhub is all about being able to actually contribute and

446. 3:55:23

     again whether it's earning financially or otherwise you can actually go on to the devhub website and you can actually start to become a contributor and that's a really powerful piece because now again you are opting in to be part of our community you are opting in to be in control of what you actually put out there and if you don't maybe you have two or three different wallets that you're using that's okay because those

447. 3:55:48

     can have different reputations so here's our journey that we're looking at uh at devhub and we think that this is again where this all kind of comes together whether you start here like today at a hackathon or come through an educational Channel like our near campus or you know once you go from there it's about how do we start to engage you and make sure that you feel part of the ecosystem and you feel

448. 3:56:13

     welcome and that comes from again being able to actually participate as a contributor to the broader ecosystem most people are here because you believe in the open web in some source and so this is an opportunity for you to actually start to be engaged in that how do we start to look at different continued actions whether it's bite-sized engagement whether it's actually again challenges whatever we might start start to put out there for

449. 3:56:38

     you you you can start to become more engaged by again earning Tok earning nfts or whatever it might be and build a reputation actually going back to my previous slide that buildup of reputation is so important this following up so now that you've opted in now we can actually start to go back and leverage some things that maybe are still web to whether it's social media email whatever that might be and reach back out to you the difference there is

450. 3:57:10

     now you've already engaged you are a willing participant into the ecosystem it's something that you want to be part of so as long as we're doing our job providing you relevant information in that followup now again this is going to hopefully strengthen how you feel towards what you're doing on near this applies to any project so if you have a project that has any kind of community

451. 3:57:35

     when you think about how do you start to actually integrate that Community into it these are the type of skills that you want to be able to have and again reputation building as I've been talking about so let me kind of end here here okay you're building an Engaged audience okay you're not just there to have people buy your stuff and that's the biggest difference when you have people

452. 3:57:59

     who are there to actually engage in with what you're doing versus me trying to sell you anything now we're actually building Community I'm going to build a lifelong user hopefully and now you have a reason to come back that feels natural and it feels of your own valtion which is hugely important okay as I said made quote of this autonomy leads to retention the more the more I make you feel like that you are ownership of everything that you're doing on chain and interacting with our community and

453. 3:58:30

     you feel strongly about that you are going to stay around and that's what we really want that's what we hope to provide for you at devhub and that's what we try to do with my product uh Shard du I'll end here uh maybe not there we go uh if you have questions I please do not hesitate to reach out to me on Twitter or X whatever you call it um you can see my project at Shard do and see how we're doing this you can also please please follow near devhub uh we're doing a lot of really

454. 3:59:01

     great things with the developer Community besides just hackathons like this uh a lot of great resources there please take the time to check that out uh and again don't hesitate to ever ask me some questions and I appreciate your time uh this was a lot of fun even though it was fast thanks I think we're falling asleep a little again uh so instead of doing the normal uh Round of Applause when I say Shard you say dog Shard Shard

455. 3:59:57

     Shard W Shard dog all right so we still got some more panels coming your way next panel is on decoding Dows harnessing collective intelligence David Weinstein from the near Foundation our chief of staff will be the moderator and he will take the job of introducing the rest of the panel so please give it up for David and the whole panel push myself back a little can you see each other yeah hello everyone thank you for

456. 4:00:59

     joining us uh so to start this conversation there was a quote I saw a week or two ago that I wanted to read we are walking out of a past that can no longer sustain us and into a future that is yet to be born now I believe that this future can only emerge by harnessing collective intelligence and this is exactly what we have uh this panel to talk about so I'm super excited to be joined uh by you3 we have Tom who comes from Wall Street uh Mali from book

457. 4:01:31

     editing and Nick from Academia with a PhD in physics but what unites all three of us all four of us despite different backgrounds is a passion and interest in collective intelligence and uh developing new tools to harness what emerges out of that to help solve all of our Collective problems uh so to open things up high level question what does collective intelligence mean to all of

458. 4:01:55

     you Tom thank you David for that narrow question um I I come from a Wall Street background and um I currently work for a company that that manages 8 billion doar uh for ultra high net worth individuals and um I feel like we've set up a problem in traditional markets that there's a lot of money that wants to