Getting to know the NFT ecology and users
Cracking the NFT code
We were chomping at the bit to dive into the NFT world, but we had questions.
This gap ignited a 7-week user research sprint to illuminate the the wants and needs of our users.
Researching our competitors + SWOT analysis.
Interviewed 50+ user from NFT Discord hubs.
The competition, heavy hitters
We analysed heavy hitters like OpenSea, Rarible, and Foundation.app, all built on the Ethereum blockchain.
But these platforms had some major blockchain blues:
Snail-paced transactions: Waiting for an NFT purchase was like watching paint dry – frustrating and time-consuming.
Pricey party favours: Minting and trading NFTs often felt like attending an exclusive club with a hefty membership fee.
Interface overload: Browsing these marketplaces felt like navigating a jungle – cluttered and confusing.
Discord servers interviews
The NFT community – Discord servers. We dove headfirst into these virtual hangouts, listening intently to user conversations.
The Starving Artists
They yearned for a platform that offered low fees and user-friendly tools to showcase and sell their masterpieces.
The Discerning Collectors
These folks craved real-time market data and insightful trends to make investment decisions.
Who We're Building For
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
The Artist
Violette Scaboza. Digital Artist, 32, San Fran, CA.
”High fees block new artists. Need an affordable platform to showcase my artwork.”
Click to flip
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
The Collector
Keyser Söze, 45, Tech Entrepreneur, London, UK
"NFTs exciting, but security and real deals matter. Advanced tools needed."
Click to flip
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
Curious Enthusiast
Verbal Kint, 25, Graphic Designer, Melbourne, AU
"NFT space is complex! Beginner-friendly platforms and resources would help."
Click to flip
Conceptualising the ride
We used a combination of tools to crack the user data code and extract actionable insights:
Step 1: Prioritising User Needs.
Laser-focused on the most critical user pain points, wants, and needs.
Step 2: Unlocking Insights with Powerful Tools. Leveraging various tools, such as affinity maps, card sorting and customer journey mapping to extract actionable insights.
We grouped key user quotes and ideas to identify patterns and areas for improvement, especially in buying and selling experiences.
We mapped the entire user journey, pinpointing key touch points.
Insights and actions
We didn't just identify problems; we cooked up solutions:
Seamless Wallet Integration: Making "connect your wallet" a breeze, simplifying entry and trading.
Navigation Nirvana: We implemented filters for easy exploration of specific art, collections, or artists. No more getting lost in the NFT jungle!
Minting Made Easy: Clear and simple steps guide users through the minting process, leaving no room for confusion.
By prioritising user needs and extracting actionable insights, we crafted a roadmap.
Effortless Setup: Showcase your NFTs and collections with ease.
Secure Connections: We ensure secure and straightforward wallet connections.
Intuitive Navigation: Browse, update profiles, and mint NFTs with crystal-clear navigation.
Newbie-Friendly Guides: Step-by-step guides make the platform a breeze for new users.
Unlocking the winning formula
Listening to our users
On the go, anywhere, anyplace
Research reports (like those from NonFungible.com) and user behaviour analysis (via Google Analytics and interviews) revealed a goldmine:
30% on desktops. Online communities on Discord echoed this trend.
70% of users accessed NFT marketplaces on mobile devices
Anytime, anywhere
Effortless Exploration
Discover artists, explore artwork, and browse collections with ease, all from your mobile device.
Simplified Management
Streamlined profile creation, artwork minting, and notification access make managing your NFT journey a breeze.
Connecting Wallets on the Go
Secure and straightforward wallet connections ensure smooth transactions.
We interviewed 30+ people from NFT Discord Hubs to test our prototype. Observing, asking questions and listening.
Unlocking the winning formulas for minting, blockchain selection, and user onboarding:
Connecting wallets, the onboarding race
Guiding new users to NFT nirvana
Minting made easy. Progress bar takes center stage.
Blockchain showdown: Speed and affordability
We tested minimal vs. progress bar interfaces for minting.
No progress bar, just a "Next" button.
Grouped information into three steps (Upload, Mint, List) with a basic progress bar.
Clarity is king - users loved seeing their progress and understanding each step.
Clarity is King: The progress bar gave users a clear understanding of their position, reducing anxiety and fostering control.
Breaking it Down: Grouping information into distinct steps (Upload, Mint, List) simplified the process and made minting less intimidating.
Blockchain Showdown.
Speed and Affordability
High gas fees on the Ethereum blockchain frustrated our users. We needed a solution to reduce costs and improve user experience.
The established blockchain, renowned for its security and widespread adoption.
However, Ethereum is known for its high gas fees and slow transaction speeds (15-45 transactions per second).
Based on user behaviour and preferences, Solana emerged as the clear winner. Here's why:
Lower Fees: Users overwhelmingly favoured the cost-effectiveness of Solana's lower gas fees.
Faster Transactions: Faster transaction speeds on Solana eliminated long waiting times.
Minting Power: Reduced fees allowed artists to mint more NFTs and expand their collections.
Sign-Up Showdown: Connect Your Wallet and Blast Off!
We A/B tested signup methods for fastest user onboarding!
Add a second option of sign up as a new user.
More options to setup a profile.
Cannot trade with signup only.
Connect wallet only.
Here's why:
75% of users loved the "Connect Wallet" option! It's super-speedy.
New to crypto? No sweat! We offer clear guides to explain the best Solana wallet.
Stay secure and private. Connecting your wallet keeps your information under wraps.
Increasing User Engagement With Guides
Getting lost in a new marketplace can be frustrating. How could we help new users feel confident and ready to explore?
Guide Placement Showdown!
We tested three ways to offer user guides:
No guides at all?
Yikes! This left newbies feeling stranded. (Disadvantage: Confusing and frustrating)
Hidden Help Page
Tucking guides in a separate "Help" page meant users might miss them entirely. (Disadvantage: One extra click can feel like a hurdle)
Lowdown on User Wants
Forget fancy features, it's fees, navigation that makes sense, and a mobile-friendly experience were king.
Solana Steals the Show
We tested a bunch of blockchains, and Solana won hearts (and wallets) with lightning speed and lower fees.
Wallet Wins the Onboarding Race
Turns out, "Connect Wallet" signup was the clear winner for getting new users on board fast.
Solana's the Speedy Gonzales of Blockchains: Low costs, fast transactions - Solana's the perfect platform for this.
Make it Easy, Silly! A smooth, intuitive experience is key. Clear navigation is your best friend.
Teamwork Makes the Dream Work: Partnering with Rockettech got us there faster and smoother.
Test Early, Test Often: More user testing throughout would have kept us on the right track.
Features that Don't Fizzle: Testing more features, like notification settings, could have boosted engagement.
Market Mayhem? We Got This: A rock-solid risk management plan would have helped weather the crypto storm.
