What Web3 means through McKinsey insights

Web3 is less a finished internet and more a set of blockchain-based product patterns around ownership, verification, wallets, assets, and trust.

Dima Lepokhin
Dima Lepokhin
published Jun 4, 2024·last updated Apr 27, 2026
1 min read

Contents

What McKinsey means by Web3

Decentralization
Plain meaning
Some data, assets, or rules are maintained by a network instead of one company database.
Blockchain
Plain meaning
A shared ledger that records transactions and updates across network participants.
Smart contracts
Plain meaning
Code that executes rules when defined conditions are met.
Digital assets
Plain meaning
Tokens, stablecoins, NFTs, or tokenized real-world assets.
User control
Plain meaning
Users may hold assets or credentials in wallets, but this also creates responsibility and risk.

Web1, Web2, and Web3

Web1
Main behavior
People mostly read and publish across open protocols.
Main tradeoff
Open, but less interactive and less productized.
Web2
Main behavior
People create, share, buy, and communicate through platforms.
Main tradeoff
Convenient, but platform control and data concentration increase.
Web3
Main behavior
People can interact with blockchain-based assets, wallets, and smart contracts.
Main tradeoff
More ownership and verification potential, but worse UX and higher user risk.

Core Web3 building blocks

Wallet
What it does
Stores keys, connects identity, and signs actions.
Design implication
Users need clear connection, permission, signing, and recovery states.
Smart contract
What it does
Executes rules on-chain.
Design implication
The interface must explain what the action will do before the signature.
Token
What it does
Represents value, access, governance, ownership, or status.
Design implication
Users need plain meaning, not only ticker symbols and contract addresses.
Stablecoin
What it does
A token designed to track another asset such as a currency.
Design implication
Trust depends on issuer clarity, reserves, chain support, and regulation.
Account abstraction
What it does
Lets smart wallets support better recovery, gas handling, and bundled actions.
Design implication
Good UX can hide some blockchain friction without hiding risk.

What changed by 2026

Crypto adoption is still real.
What it means for product teams
Do not assume Web3 is dead because one hype cycle ended.
Scams and wallet compromise are major risks.
What it means for product teams
Security communication and transaction clarity are product requirements.
Regulation is more active.
What it means for product teams
Compliance and user protection cannot be added after launch.
Account abstraction improves wallet UX.
What it means for product teams
Better onboarding is possible, but users still need clear consequences.
Enterprise use cases are narrower.
What it means for product teams
Traceability, settlement, tokenization, and identity need stronger proof than “decentralized” language.

Why Web3 UX still matters

Show what will happen before signing.
Why it matters
A signature can move assets, grant permissions, or trigger contract logic.
Separate connection from transaction approval.
Why it matters
Connecting a wallet should not feel like approving a financial action.
Translate chain language.
Why it matters
Users need action meaning before they need protocol detail.
Design failure states.
Why it matters
Pending, failed, dropped, reverted, wrong-chain, and insufficient-gas states are normal.
Make risk visible.
Why it matters
Trust cues, permissions, contract identity, and recovery options should be explicit.

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