DC NFT Platform
Build your collection, unlock exclusive fan experiences, and become part of the story.
Team
Jeremy Cimafonte, Brian Mulholland, Connie Wong
Services
Mobile, Web, Design System, Team Leadership
Date
2022
— 2023
Context
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Context
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Context
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The DC NFT Universe is a platform for DC fans to collect original artwork, buy and trade digital collectibles, and help create original storylines that appear in real comic books. As Senior Product Designer, I worked alongside our Design Lead to own desktop and mobile design, the design system, and all platform features — including the marketplace, collectible comics reader, onboarding, purchase and withdrawal flows, and post-launch feature evolution. The primary challenge: make blockchain technology invisible to brand fans who just wanted to collect Batman art, while keeping the experience credible for crypto-native users. We had roughly four months to ship, timed to the release of The Batman movie.
Launch
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Launch
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Launch
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The platform launched with the highly anticipated Bat Cowls Collection, featuring 200,000 unique 3D Bat Cowls. However, the initial primary sale fell short of projections, revealing the need for post-launch user research.
The platform launched with the highly anticipated Bat Cowls Collection, featuring 200,000 unique 3D Bat Cowls. However, the initial primary sale fell short of projections, revealing the need for post-launch user research.
The platform launched with the highly anticipated Bat Cowls Collection, featuring 200,000 unique 3D Bat Cowls. However, the initial primary sale fell short of projections, revealing the need for post-launch user research.
Onboarding Flow
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Onboarding Flow
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Onboarding Flow
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The onboarding flow for the DC NFT Marketplace was designed to be seamless and intuitive without the friction of most blockchain products. We decided to delay the KYC verification to the purchase flow to limit the barrier to entry for users just wanting to learn about the platform and peruse the collections.
The onboarding flow for the DC NFT Marketplace was designed to be seamless and intuitive without the friction of most blockchain products. We decided to delay the KYC verification to the purchase flow to limit the barrier to entry for users just wanting to learn about the platform and peruse the collections.
The onboarding flow for the DC NFT Marketplace was designed to be seamless and intuitive without the friction of most blockchain products. We decided to delay the KYC verification to the purchase flow to limit the barrier to entry for users just wanting to learn about the platform and peruse the collections.
Purchase Flow
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Purchase Flow
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Purchase Flow
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Our goal was to structure the buying and selling processes to emulate a typical e-commerce interaction, given that the intended audience comprised enthusiasts of Batman and the DC brand who had little to no familiarity with NFTs or blockchain technology. I collaborated with our creative team and motion graphics artist to create a video of a “Bat Crate” opening to reveal the Bat Cowl holder’s unique randomly generated NFT that showed each trait and its rarity on the reveal date. This brought delight to our users and received positive feedback.
Our goal was to structure the buying and selling processes to emulate a typical e-commerce interaction, given that the intended audience comprised enthusiasts of Batman and the DC brand who had little to no familiarity with NFTs or blockchain technology. I collaborated with our creative team and motion graphics artist to create a video of a “Bat Crate” opening to reveal the Bat Cowl holder’s unique randomly generated NFT that showed each trait and its rarity on the reveal date. This brought delight to our users and received positive feedback.
Our goal was to structure the buying and selling processes to emulate a typical e-commerce interaction, given that the intended audience comprised enthusiasts of Batman and the DC brand who had little to no familiarity with NFTs or blockchain technology. I collaborated with our creative team and motion graphics artist to create a video of a “Bat Crate” opening to reveal the Bat Cowl holder’s unique randomly generated NFT that showed each trait and its rarity on the reveal date. This brought delight to our users and received positive feedback.
Withdraw Flow
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Withdraw Flow
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Withdraw Flow
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Another flow I designed was a way for users to withdraw their Palm credits after selling their NFT on the secondary marketplace. Users were able to purchase NFTs with credits or cash out the funds back to their bank accounts through ACH. We partnered with a KYC company called Sardine to verify the user's identity. This removed the friction from the onboarding experience of new users.
Another flow I designed was a way for users to withdraw their Palm credits after selling their NFT on the secondary marketplace. Users were able to purchase NFTs with credits or cash out the funds back to their bank accounts through ACH. We partnered with a KYC company called Sardine to verify the user's identity. This removed the friction from the onboarding experience of new users.
Another flow I designed was a way for users to withdraw their Palm credits after selling their NFT on the secondary marketplace. Users were able to purchase NFTs with credits or cash out the funds back to their bank accounts through ACH. We partnered with a KYC company called Sardine to verify the user's identity. This removed the friction from the onboarding experience of new users.
Problem
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Problem
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Problem
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The initial drop, featuring the Bat Cowls Collection, fell short of projected sales, highlighting a crucial gap in user research. The absence of user validation led to a misunderstanding of user expectations and preferences, causing a significant barrier to entry for both brand fans and NFT collectors.
The initial drop, featuring the Bat Cowls Collection, fell short of projected sales, highlighting a crucial gap in user research. The absence of user validation led to a misunderstanding of user expectations and preferences, causing a significant barrier to entry for both brand fans and NFT collectors.
The initial drop, featuring the Bat Cowls Collection, fell short of projected sales, highlighting a crucial gap in user research. The absence of user validation led to a misunderstanding of user expectations and preferences, causing a significant barrier to entry for both brand fans and NFT collectors.
Research
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Research
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Research
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Recognizing the oversight, We initiated a large-scale UX research study involving 62 participants, spanning NFT/Crypto Natives to Skeptics. The study revealed that brand fans assumed the need for a cryptocurrency wallet, while NFT collectors preferred the option to pay with a crypto wallet. These findings would have significantly impacted the success metrics of the Bat Cowls launch.
Recognizing the oversight, We initiated a large-scale UX research study involving 62 participants, spanning NFT/Crypto Natives to Skeptics. The study revealed that brand fans assumed the need for a cryptocurrency wallet, while NFT collectors preferred the option to pay with a crypto wallet. These findings would have significantly impacted the success metrics of the Bat Cowls launch.
Recognizing the oversight, We initiated a large-scale UX research study involving 62 participants, spanning NFT/Crypto Natives to Skeptics. The study revealed that brand fans assumed the need for a cryptocurrency wallet, while NFT collectors preferred the option to pay with a crypto wallet. These findings would have significantly impacted the success metrics of the Bat Cowls launch.
Learnings
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Learnings
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Learnings
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The lack of pre-design user research resulted in missed opportunities and suboptimal outcomes. The study emphasized the importance of understanding user personas and preferences before executing design decisions. A "measure twice, cut once" approach could have led to more favorable results for the Bat Cowls launch.
The lack of pre-design user research resulted in missed opportunities and suboptimal outcomes. The study emphasized the importance of understanding user personas and preferences before executing design decisions. A "measure twice, cut once" approach could have led to more favorable results for the Bat Cowls launch.
The lack of pre-design user research resulted in missed opportunities and suboptimal outcomes. The study emphasized the importance of understanding user personas and preferences before executing design decisions. A "measure twice, cut once" approach could have led to more favorable results for the Bat Cowls launch.
Results Post-Launch
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Results Post-Launch
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Results Post-Launch
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The DC NFT Marketplace was nominated for a 2023 Webby Award. However, the challenges faced during the Bat Cowls launch underscored the importance of user-centric design and comprehensive research, leading to potential adjustments in future iterations. Working with our partner DC Comics, we delivered new roadmap features to the community every 52 days as well as updates to the platform. Below you can see some of the look and feel and feature updates.
The DC NFT Marketplace was nominated for a 2023 Webby Award. However, the challenges faced during the Bat Cowls launch underscored the importance of user-centric design and comprehensive research, leading to potential adjustments in future iterations. Working with our partner DC Comics, we delivered new roadmap features to the community every 52 days as well as updates to the platform. Below you can see some of the look and feel and feature updates.
The DC NFT Marketplace was nominated for a 2023 Webby Award. However, the challenges faced during the Bat Cowls launch underscored the importance of user-centric design and comprehensive research, leading to potential adjustments in future iterations. Working with our partner DC Comics, we delivered new roadmap features to the community every 52 days as well as updates to the platform. Below you can see some of the look and feel and feature updates.
Mobile optimization
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Mobile optimization
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Mobile optimization
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We observed that 60% of our traffic came from mobile users during and after the launch. Due to this, we doubled down on our mobile-first workflow and ensured all features were accessible on mobile for our projects.
We observed that 60% of our traffic came from mobile users during and after the launch. Due to this, we doubled down on our mobile-first workflow and ensured all features were accessible on mobile for our projects.
We observed that 60% of our traffic came from mobile users during and after the launch. Due to this, we doubled down on our mobile-first workflow and ensured all features were accessible on mobile for our projects.
© 2023
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© 2023