Relic

Providing users an edge on purchasing NFTs

Role

Product Designer

Deliverables

Product Strategy, Journey Mapping, High Fidelity Prototyping, A/B Testing

Project Timeline

3 months

Overview


Exploring the emerging tech space

Web3 opens opportunities for users to take full control of what entity they want to share their information with.

Challenge

Buyers are looking for an edge to accessing information on upcoming releases


Identifying problems in the current purchase journey

By actively, engaging with community members, we were able to surface an opportunity to address a pain-point that many web3 users encounter when purchasing NFTs.

Identifying Target Users

Defining user cohorts to scope our ideal users


Evaluating user group impact

After brainstorming potential user groups, we wanted to learn what their motivations were when purchasing and what information they valued the most.

Ideations

Optimizing NFT Purchasing through User Journey Mapping


Ideation on relevant information for users

We created several layouts for the feed cards to closely align with user mental models that leads them to interact with each card. In collaboration with cross-functional key stakeholders, features were de-scoped based on feasibility.

Comparing alternative pathways to validate our ideations

Reviewing each ideation closely with target users helped us focus on core features and increased our development rate by ~50%. This allowed up to update our roadmap and re-prioritize feature rollouts based on impact to effort.

Early Iterations

Initial design validation through rapid prototyping


Connect Wallet

A wallet connection (sign-up) rate of 30% which opened a discussion with users regarding the obstacles. This allowed for open discussion with our test group regarding points of friction in the current flow that prevent users from signing up immediately.

Filtering Transaction Types

Interaction between different transaction types were relatively minimal as the users were mostly fixated was on real-time block chain activity where they did not scroll beyond the tags displayed by default.

Feed Interaction

We identified an opportunity to increase user engagement by reducing non-essential features that aren't directly helping users make their purchases quicker. Through A/B testing, we also validated the assumption that users cared more about the visuals of each NFT.

Learn Fast, Iterate and Repeat

Iteration of information and event cards through A/B Testing and Rapid Prototyping


Familiar format and copy that emits safety and trust with users

Providing informative links that help build confidence with users in a familiar manner increased wallet connections by 67%.

Emphasis on important visual touchpoints

Users spent 20% more time on the live feed when enhancing the visual anchors points of each transaction in order to make information easily scannable.

Profile Pages

During our 4th user testing phase, we identified an opportunity to increase user engagement by allow users to interact with one another by following reputable accounts and viewing their NFT collections. The initial testing revealed users to have interest in the feature validated by an average screen time of 1 minute depending on the contents available in the users wallet.

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