The Data Shift (TDS) | Data Decoder & DS1 | Round 17

Project Name

The Data Shift (TDS)

Project Category

Build & Integrate

Proposal Earmark

2nd/3rd Grant

Proposal Description

We are building two products: an educational tool to enable the onboarding of users into the world of data and a platform to allow for the creation of data profiles. The former product is called the Data Decoder, whilst the latter is called DS1.

The Data Decoder serves to onboard non-tech users into the space and educates them about the world of data; what data is, what the flow of data looks like, and how one can start benefiting from their data.

DS1 is a platform that allows for the creation, curation and sharing of a user’s dataset. There are two primary use cases for this dataset; (1) monetization through the Ocean Marketplace, and (2) connection to dApps for data-sharing.

DS1 (v1) User Journey

  • KYC profile creation
  • Capturing of wallet address
  • Uploading and merging of multiple datasets
  • Ability to include additional manual data points
  • Verification of the data to ensure its legitimacy
  • Treatment of the data to ensure ready-to-consume state
  • Uploading of the data to Ocean Marketplace

This proposal is for the final development touches to the Data Decoder, as well as the front-end and back-end design for DS1.

Grant Deliverables

Product Development

The Data Decoder

  • Front-end styling tweaks
  • User acceptance testing
  • Additional features


  • Low fidelity UX Frames
  • Technical diagrams
  • Back-end architecture

Community Growth

Social media

  • Continued advertising across Twitter
  • Initiate Instagram strategy


  • Increased engagement within Discord with games and quizzes
  • Community building



  • Establish ecosystem partners

Project Description

Data is a powerful resource that is highly valuable. The current data economy exceeds $400 billion and has been designed to leave users out of the equation whilst maximizing profit for Big Tech. We aim to commercialize data through education and a suite of tools that allow users to access the monetary and non-monetary benefits of their own personal data.

At the core we are a relatable brand, designed to reach far and wide, building a community of people who believe there is something fundamentally wrong with the data economy of today. We envision a future where the dataset an individual holds on themselves is the most accurate, and used for a multitude of reasons.

Final Product

A platform that allows users to easily create a mobile-friendly data wallet for themselves. Users are then able to fill these data wallets with a data profile, populated from a multitude of data sources, and represented using a DataNFT.

Users are able to earn, as the data is then contributed to a wider data union, which is shared to promote ethical AI and machine learning. The sharing of this data is controlled by a DAO, to ensure the contributor has a choice in the use of the data.

Finally, users are able to connect to dApps with this data wallet, and a base layer of this data is shared with the dApp to promote a futuristic data-sharing mechanism, designed for optimisation.

Value Add Criteria

Usage of Ocean

  1. The Data Decoder will end with the option to post cleaned and verified Instagram user data to the ocean marketplace, leading to a direct increase in the availability of data on Ocean.
  2. DS1 will make use of the Ocean Protocol infrastructure.

Viability of Success

  1. A great product: The Data Shift began in 2020. We took our time learning the ins and outs of the data space and have no doubt that we can create a product that quickly and effectively does the same for our users. 
  2. Effective marketing: Our team includes a strong marketing component. We aim to leverage this in order to reach as many potential users as possible. Some key marketing tactics that we will be using will include a big, effective and well run social media presence (Incl. Instagram, Facebook, Twitter, TikTok and others), consumer-generated content (stemming from the Data Decoder) and web3 community building.
  3. Funky 3D design: Our team includes a strong design component. Our lead designer is a 3D animator and graphic designer. We believe this will help us stand out on platforms like Instagram where other data companies tend to have dull feeds consisting of too much information and unrelatable content for non-data minded people. 
  4. Proven development team: For the development of the Data Decoder, we managed to build a team of two full-stack developers that believe in the vision of TDS, and want to prove themselves within our team. They have proven to work efficiently and effectively together, and are motivated to continue contributing to TDS.

Community Engagement

  1. One of our founders is a project guide within the Ocean ecosystem.
  2. Our full team makes an effort to keep up with Ocean updates.

Adding value to the Ocean Community

  1. Our primary focus is to initially achieve widespread awareness of the power of data. We are a project which is relatable to web2 and web3 users and this maximizes our potential community of people who would like to see a change in the current data economy. 
  2. As we onboard users into the world of data, there will be more potential participants within the Ocean ecosystem. 
  3. Within our marketing efforts, we make mention of Ocean Protocol, the incredible infrastructure, as well as the ecosystem.

Core Team

Sam Henderson

Dave Rom

  • Business Strategy
  • B.Bus.Sc Finance and Accounting (Hons)
  • Experience
  • Risk Management
  • Sales
  • Venture Capital

Connor Phillips

  • Creative & Entrepreneur
  • Marketing & Innovation
  • Experience
  • Co-founder at Plushi - a zero-waste vegan sushi restaurant and sustainability brand
  • Co-founder at Peeled Orange, a boutique marketing agency

Paz Shina

Dino Bossi

  • B.Sc Computer Science
  • Full-stack developer
  • Experience
  • 5 years of experience as a full-stack developer
  • Founded and acted as CTO on a start-up

Luca Barbas

  • B.Eng Electrical
  • Full-stack developer
  • Experience
  • 3 years of experience as a full-stack developer


Robin Lehmann

  • CEO and CTO at DataUnion

Richard Blythman

  • Data Science and AI Lead at AlgoveraAI

Funding Requested

Minimum Funding Requested

Wallet Address

Thank you for applying for R17!

Your proposal has been registered into the system. If you could please provide a link to your last project deliverables that would be great.

A Project-Guiding member will soon assign themselves to your project, read your proposal, and provide a review to help increase signal to this project if they find it to be constructive and valuable based on the Ocean Ecosystem values.

I would also recommend one (or all) of the following to increase support:

  1. Saying hi to the community in #ocean-dao and sharing your proposal.
  2. Saying hi to members of the #project-guiding WG and sharing your proposal.
  3. Meet with the Guides assigned to you by the #project-guiding WG.
  4. Attend a Town Hall or Project-Guiding WG meeting to talk about your project and proposal.

All the best!

-Christian Casazza

1 Like

Hey there Christain :slight_smile:

Here is the full list of deliverables.

Here is the link to The Data Decoder.

Please note that included in this grant is QA and styling tweaks to the product.

Otherwise, would love to hear some feedback.

All the best, Sam.

Project submitted deliverables:

Deliverables can be found in the folder below:


Hi TDS, thanks a ton for your deliverables, sharing a video of your app, and all the architectural diagrams. It’s great to see the progress and I look forward to seeing this come to fruition. Having said that, can you please be more specific WRT where you are progress-wise in order to publish data onto the Ocean Marketplace. I would really like to know what your timeline looks like for launching your product/dataset relative to the runway/DAO grants. All the best!

Hi @sam it was great to review your deliverables.
Just reiterating the message above.

Could you perhaps provide a bit more forward-looking visibility as to where you are progress-wise?
It seems like your UX is working, and I have to assume most of the backend is in place.

I would just like to verify that you’re aware of the grants program wind down, would like to have a better idea where you are WRT shipping/starting to publish data/nfts in the marketplace.

All the best!

Hi Idiom, thanks for getting back, and I appreciate the kind words.

We spoke in detail with Mihai and the Shipyard team about moving forward with publishing data NFTs to the market, but we have been steered in a data analysis direction. Essentially building out the Data Decoder with more data sources and insights.

We feel this is the best strategy for adoption and real value-add.

Therefore, we are unsure about how far out data NFTs to the market will be, but the current direction sets us up for a transition to Shipyard given the winding down of the DAO.

Finally, thanks for all that you have done for the DAO, we could not appreciate it more.