NFT pages on existing marketplaces were overwhelming. Too much information, no clear hierarchy, and zero support for first-time buyers who didn't yet trust the space.
The brief: design NFT and Project pages that worked for both experienced traders and complete newcomers.
Product Manager and Design Lead. I owned the problem definition, user research, wireframing, design iterations, and developer handover.
We interviewed NFT creators, collectors, and first-time buyers. The pattern was consistent — the steeper the learning curve, the faster users dropped off. Trust and clarity were the two biggest barriers to purchase.
We ran affinity mapping sessions to organise findings into themes, which directly shaped our feature prioritisation.
A clean, minimalist design that led with visual impact and surfaced utility clearly. Two distinct page types:
Project Page — total supply, floor price, creator profile, project description, FAQs, primary and secondary NFT cards.
NFT Page — artwork hero, social proof, buy/sell actions, trade history, royalty split, unlockable content, and metadata — all organised into a clear nav structure.
Wireframes were built rapidly and tested in-house. Iterations focused on information hierarchy and reducing cognitive load for new users. All design files and decision rationale were documented in a handover package shared with engineering before build began.
