Medikou

0-1 Project (TBD)

Overview

Web 3.0 is the next evolutionary phase of the internet that is less controlled by large organizations, putting individuals in charge of their own data and privacy. One key application of Web3 technology is the creation and exchange of non-fungible tokens (NFTs). These are unique digital assets that can represent ownership of creative works like art or music. NFTs allow for direct sales between artists and collectors, without the need for middle-man like galleries or auction houses, which helps support independent creators and promote a more equitable creative economy. When buying and tracking NFTs, individuals can own unique digital assets and contribute to the growing community of NFT enthusiasts.

Project Details

[Role] Product Designer

[Team] Design Manager, UI Designer, Product Manager, Business Developer, Founder

[Team] Design Manager, Product Manager

[Deliverables] User Research, Product Strategy, Journey Mapping, High Fidelity Prototyping, A/B Testing

[Deliverables] PRD, Product Strategy, UI Styleguide, Wireframes, Prototyping

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

Within the NFT space, buyers are constantly competing to get information about limited releases and airdrops events to become the first to buy or claim rare NFTs in fear of missing out on owning something valuable that could add to their reputation among other collectors.

The same buyers often resort to community platforms like Discord, Twitter, and Telegram for exclusive NFT information to gain an advantage on timing these lucrative events. At the same time, these platforms can pose a risk as scammers may create fake airdrops or phishing schemes to steal buyers' private keys and funds.

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.

Defining user cohorts to scope our ideal users

We inquired about workflows for NFT purchasing with 3 users and identified 3 friction points that involved juggling different tools to scout information, checking transaction receipts to avoid phishing scams, and cross-referencing with other users to inform purchase decisions.

Within the scope of cross-referencing with others to purchase, we brainstormed 6 potential user segments via journey mapping. Based on the need for obtaining NFT release information quickly and motive of increasing their reputation among other collectors, our core target user group was determined to be “NFT Enthusiasts”.

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.

Optimizing NFT Purchasing through User Journey Mapping

To optimize the design of NFT purchasing platforms and improve user satisfaction, we conducted user journey mapping across four distinct NFT purchasing journeys. By identifying pain points and opportunities from NFT discovery to buying and owning an NFT, we were able to prioritize key features such as connecting wallets and following NFT artists. This resulted in a more streamlined NFT purchase process and improved user satisfaction.

We ideated and refined eight use-cases for NFT buyers based on our user journey mapping insights. However, we narrowed down our focus to two that closely-aligned with our product vision and market demand. These use-cases involved a die-hard collector obsessed with all things rare boost their rep and a social media personality who enjoys collecting the work of their favourite artists. By designing features and functionalities that catered to these use-cases, 5 design ideations were created.

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.

Initial design validation through rapid prototyping

To optimize the information arrangement, filtering and interaction elements, A/B testings were conducted through rapid prototyping with the 2 use-cases in mind. We conducted 4 rounds of A/B testing and iterated on the prototypes based on user feedback, allowing us to refine the features and create a user-friendly platform. This process enabled us to quickly and efficiently test and refine our design ideas, resulting in a MVP that met user needs and preferences, while also overcoming web3 design challenges such as complex wallet integrations.

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.

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

During the development phase after the 4rd A/B testing session, the design implementation were estimated and scoped to define trade-offs. The user experience was validated with users and the trade-off was reviewed by stakeholders with design options concluding with alignment on the final iteration.

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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Let's collaborate!
You can reach me at nuynaaron@gmail.com