A primary opportunity identified through research was to improve huge inconsistencies across the product, specifically in information architecture and card design. For example, users found it difficult to distinguish between primary and secondary sales, and 1 of 1s and multiple editions.
Additionally, the UI style had not been updated since the launch of the MVP leading to a lack of professionalism and confidence in the product.
Alongside a large UX audit (see above), I conducted a deep dive into the product to index and categorize card types.
Additionally, we turned towards the visual look and feel, and explored ways to bring out the artist's personality in the experience; we aimed to keep the UI minimalist to optimize for usability while letting the artwork shine.
Through hands-on user research and collaboration, we brought professionalism and consistency to the product. Focusing on building a bridge between digital art and people, we provided product strategy, well-grounded UX patterns, and a refreshed brand identity that highlighted the artwork without compromising on accessibility.
The marketplace took to the next level ready to stimulate the crypto-art world with a new, fresh feel for everyone.