Overview
B2B2C platform that helps high-end consumer brands launch exclusive club experiences and products with Web 3.0 technology.
The core feature is the club experience. Which is built to increase brand advocacy and engagement with the utility of NFTs on the blockchain.
Our goal was to design a better web3 experience for brands to launch their exclusive NFTs and increase advocacy thru exclusive clubs and collections. It’s a complex ecosystem, and our goal was to simplify the experience.
My Role
As Head of Design, my job was to meet with the stakeholders and create a strategy for our design and product teams. I worked closely with the head of Product to determine budgets, timelines, the roadmap, and scope. Then allocate resources and kick off the designers with clear goals and the “why” for the project.
The Problem
Decentralized wallets and apps create too much brand risk due to their complexity and steep learning curve for non-crypto users.
The Solution
Design a better Web3 experience for brands to launch their exclusive NFTs and increase advocacy thru exclusive clubs and collections. It’s a complex ecosystem, and our goal was to simplify the experience.
Strategy
My plan for this project started at the 1st stakeholders’ meeting. I gave a presentation that spoke to the power of design discovery and got buy-in to perform the appropriate amount of research to give my team the insights they need to be successful. Since the client had already done some initial research and market analysis we took their input and filled in the gaps with our own investigations.
These are the exercises I recommended…
Roadmap
Once we decided on what to do, I then put together a roadmap that included all of the UX deliverables and timelines. Working with the VP of Product we were able to map out these timelines that hit all of my client’s deadlines.
Discovery
Competitive Landscape
We looked at both Brand Curated and open platforms for NFTs. We found many interesting insights, including the wide open space for brand-curated NFT platforms.
Competitive Analysis
The world of Web3 is not only foreign to so many uses but to designers as well. We all took a crash course in learning how to design for this exciting new medium. Thanks to our engineers that educated us along the way and studying how other companies designed for the space was crucial.
Current Site Audit
Some of the initial problems we identified were:
- Difficult for first-time users to understand the key features and benefits of MINTNFT
- Wallet – Didn’t showcase collectibles and memberships
- The core brand club experience didn’t exist in production.
- Profile page focused more on social features instead of the brand membership.
Experience Design
Information Architecture
The Information architecture had to be reworked many times based on the curated brands club experiences. There were dozens of entry points and global wallet and brand side wallet that both need to pull crypto data but not all of the NFT collectibles because of the exclusive nature of each brand club.
Wireframes
When the team was ready to ideate we made design decisions backed by 110,000 hours of UX research around E-Commerce Design.*
Design System
The design system for this platform is a continuous process and scales with every new module and template that we design. It captures the brand’s core look and feel as well as a plethora of secondary and tertiary elements and colors that we need for a robust web 3 experience.
Results and Feedback
To say the stakeholders were extremely impressed is a massive understatement. The way our design team learned from and collaborated with the developers in quick 1-week design sprints to design this world-class Web3 experience was amazing. The project ended with a robust prototype that our client used for a string of successful presentations to potential investors.