
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.

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.

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%.

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.

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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