Buying an NFT was confusing. Blockchain jargon, unfamiliar wallet flows, and a general mistrust of Web3 teams meant users were dropping off before completing a purchase.
The brief: build a purchasing flow that felt as familiar and trustworthy as buying from a mainstream e-commerce store.
Product Manager and Design Lead. I owned research, prioritisation, wireframing, and developer handover.
We surveyed and interviewed users across both NFT-native and first-time buyer segments. The finding was clear — users kept referencing familiar checkout experiences (think Shopify, Amazon) as the benchmark for trust. Simplicity and transparency weren't nice-to-haves, they were the product.
Affinity mapping sessions grouped insights into two dominant themes: ease of use and security. These became the two non-negotiable principles for every design decision.
An e-commerce style purchasing flow — linear, minimal steps, no blockchain terminology where it could be avoided. Clear progress indicators, transparent fee breakdowns, and familiar payment UI patterns to reduce anxiety at the point of purchase.
Wireframes built and iterated rapidly, tested in-house at each stage. Design files and decision rationale packaged into a handover document shared with engineering before build. A feedback loop was kept open throughout development to catch implementation drift early.
MVP launched successfully. User feedback confirmed the approach — the flow felt familiar enough to complete confidently, even for users new to Web3.
