At TOKEN2049 Dubai — one of the most anticipated global gatherings for the Web3, blockchain, and emerging tech ecosystem — I had the pleasure of sitting down with Alistair Rennie, Global Head of Innovation & Thought Leadership at Protocol Theory.
Known for his ability to connect technical vision with human insight, Alistair leads the charge on reshaping how we think about user research in decentralised environments.
Protocol Theory has positioned itself at the intersection of Web3, AI, and community intelligence — building infrastructure that enables user feedback to become a native, trustless component of product and protocol development.
In this conversation, we explored why traditional UX methods are falling short in Web3, how Protocol Theory is pioneering new feedback mechanisms that preserve privacy and sovereignty, and what the future holds for builders who want to listen as much as they launch.
Whether you’re a founder, a researcher, or a curious onlooker, Alistair offers a thoughtful look at what it truly means to co-create with your community in the age of decentralised design.
Invezz: Let’s start with the big picture — Protocol Theory is known for rethinking user research in Web3 and AI. From an industry perspective, what does that actually mean in practice?
Alistair: Absolutely. When we say we rethink user research, especially in Web3 and AI, we’re referring to building infrastructure that respects decentralisation and user agency.
Traditional research methods don’t account for the unique dynamics of decentralised systems.
Our goal is to design feedback systems that are permissionless, incentive-aligned, and respect user sovereignty.
That means no centralised ownership of data, no surveillance-style collection methods, and no top-down assumptions. Instead, we build tools that enable users to actively participate in shaping the products and protocols they interact with.
Whether it’s a DAO, a DeFi app, or an onchain game, we want to ensure that the people engaging with the system also have a voice in its evolution — and that their input is respected, secured, and even rewarded.
Invezz: What problems are you seeing in traditional user research that make a new approach like yours necessary — especially in decentralised ecosystems?
Alistair: Great question. Traditional UX research tends to rely heavily on centralised tools like Google Forms or Typeform, and you usually need to trust the platform collecting the data.
In Web3, that just doesn’t fly. Users care deeply about privacy and sovereignty.
There’s an expectation that data stays local, or at the very least, that it isn’t being harvested and resold.
So we’re solving for that by enabling feedback loops where the user owns their data and even gets compensated for participating.
It’s a radically different model of engagement — one that’s collaborative, not extractive.
We’ve built infrastructure that allows users to contribute insights without giving up control.
And because it’s modular, any project can plug this in without reinventing the wheel. The endgame is feedback that’s trustless, verifiable, and valuable — for both users and builders.
Invezz: Can you share an example or use case where your platform helped a project uncover insights that made a real difference?
Alistair: Definitely. One example is a Layer 1 protocol that used our system to test a governance feature before deploying it.
Based on user feedback, they discovered a critical misunderstanding in how voters interpreted proposal weights.
What was interesting is that the issue wasn’t with the logic itself, but with how it was presented to users.
The mental model people had didn’t match the design — and that misalignment could have had serious implications for governance legitimacy.
Because they caught it early, they were able to make a simple but impactful change to the interface and supporting docs. That reduced confusion and, as a result, boosted participation by over 30%.
It’s a perfect example of how research — done right, and done early — can strengthen trust and effectiveness in decentralised systems.
Invezz: You’re here at TOKEN2049 surrounded by builders, investors, and innovators — what kind of conversations are you hoping to spark at the event?
Alistair: We’re trying to shift the mindset from building first to listening first. So many projects ship without knowing what their users actually need.
What we’re advocating is a more inclusive approach to development — one where feedback is baked into the protocol itself, not bolted on afterward. We’re talking to founders about integrating feedback layers directly into their protocol, right from day one.
It’s not just about data collection — it’s about creating a culture of co-creation. Web3 is supposed to be community-led, and that starts with listening.
So we’re here to spark conversations around what it actually looks like to build in partnership with your users — to make them stakeholders, not spectators.
Invezz: Why are user insights becoming increasingly important in the industry?
Alistair: The space is maturing. We’re past the speculative phase — now users expect real utility.
Projects that can understand and evolve with their users will thrive.
Think of it as product-market fit, but community-driven.
When you have thousands — sometimes millions — of users interacting with your protocol, their feedback isn’t just helpful, it’s mission-critical. And with so much noise in the space, user insights are one of the only signals that matter.
The projects that prioritise user understanding will be the ones that find real traction — not just hype cycles. Because ultimately, the market will reward those who listen, iterate, and deliver.
Invezz: Looking ahead, what’s next for Protocol Theory — and how can people in this space start working with or integrating what you’re building?
Alistair: We’re launching our SDK soon, which lets any dApp or DAO integrate feedback collection directly into their app flow — in a decentralised, opt-in way.
What that means in practice is you’ll be able to ask your users questions, gather insights, and learn from their behaviour — all without compromising privacy or needing a third-party tool.
And because it’s composable, teams can shape the UX to fit their specific use case.
We’re also opening up partnerships for pilot programs — so if you’re building in this space and want to design with your users, not just for them — we’d love to chat.
Our north star is simple: make it easy for any builder to listen. If we can do that, we help the whole ecosystem build smarter, faster, and more ethically.
Conclusion
As our conversation at TOKEN2049 drew to a close, it became clear that Protocol Theory isn’t just rethinking user research — it’s rebuilding it from the ground up for a decentralised future.
In a space often driven by speed and speculation, Alistair Rennie and his team are advocating for a more thoughtful, user-aligned approach to innovation.
Their work underscores a critical shift: from building in isolation to co-creating with the very communities these technologies aim to serve.
With the upcoming launch of their SDK and ongoing pilot partnerships, Protocol Theory is making it easier than ever for builders to embed trustless, privacy-preserving feedback loops into their products from day one.
For founders, DAOs, and developers serious about scaling with integrity, this marks a pivotal opportunity to align technology with user agency — not just in theory, but in practice.
In an ecosystem defined by openness, the projects that take the time to listen will be the ones that lead.
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