Understanding the problem
One of the main challenges with existing NFT marketplaces is that the NFT pages can be cluttered and overwhelming, making it difficult for users to find the information they need and understand the value proposition of the NFT or project quickly. Additionally, current NFT marketplaces do not offer opportunities for users to learn more about each of the pages features or functions. Through our research we very quickly uncovered that the steep learning curve and lack of support offered to new users was our biggest pain point that we needed to address.
Understanding the user
Our target users where primarily NFT creators, collectors, and traders. They are typically tech-savvy and have a strong interest in digital art, gaming, and other forms of digital media. They value a clean and easy-to-use interface, and are looking for a marketplace that makes it easy to discover new and exciting projects. Our secondary target user group was that of first time NFT buyers and collectors. These are ‘mass market’ NFT buyers who are interested in the space but aren’t 100% comfortable or trusting in the industry.
Affinity mapping
I had conducted user research and interviews to gather insights on the pain points and preferences of our target users when browsing and purchasing NFTs on existing marketplaces. I then organised these insights into an affinity map, which allowed us to identify common themes and patterns. From this, we were able to identify the key features and functionalities that our users are looking for in an NFT page.
Product vision & solution
Based on our research and insights, our vision for the NFT page is to create a user-friendly and visually-appealing interface. Our solution is to have a clean and minimalistic design, with a focus on showcasing the utility behind the NFTs and providing easy access to information about the NFT and project.
Developer Handover
