NFT Token Profile Page

Role

Company

CryptoSlam

Product Designer

Industry

Product

Web3

Profile Page

Context

Since 2019, CryptoSlam had not updated one of it’s core pages that gave investors granular data around NFTs - the Token page.

I was tasked with redesigning the page to provide a comprehensive experience that would bring more value to users, align with industry standards, and boost engagement across the platform.

  • Cryptoslam is a data rich platform that partners with collections and chains to provide a comprehensive view of the NFT market.

    The platform aims to empower NFT investors to make better informed decisions.

Discovery

More than half of users would visit a token page upon landing on CryptoSlam.

Page engagement was dropping & bounce rates were increasing year over year.

The Challenge

How might we decrease bounce rates and increase the value provided from NFT Profile pages?

Design Audit

Before starting work on this project, I conducted a heuristic evaluation and observed some key details

The design lacked consistency and hierarchy - therefore scannability was taking a big hit. 

The data was disjointed - users had to look between data sets to understand an NFT’s journey.

Space was not being optimized, which is essential for data-rich interfaces.

Labels were filled with jargon and needed to be aligned with more industry-standard verbiage.

Research

I aimed to understand our users and their motivations around NFT Token pages

  1. What are their goals and expectations?

  2. What is their thinking process when scanning NFT data?

  3. How does an NFT page help inform investment decisions?

We conducted user interviews with 3 user types:

  • NFT Collector

  • NFT Day-Trader

  • NFT Asset Investor

I paired interview findings with a competitive analysis of NFT Pages to uncover key themes & solutions

We uncovered 3 themes:

1. Lack of Comprehensive Data & Customization

2. Need for Prioritization & Hierarchy

3. Easy-to-digest Information & Scannability

Design

I used wireframe mockups to help design a new page structure that would be more easily scannable and communicate platform responsiveness with engineers.

Wireframes Iterations

I hosted meetings to discuss new components and features that we could incorporate into the new design

Stakeholder Workshop

I went through many iterations to get to the final result

Solutions

Prioritize Important Token Details

  • Provides immediate access to important data around an NFT at the top of the page

  • Contributed new collection and chain chips to be more visible and clickable

A Comprehensive Story in One Table

  • View sales, transfers and mint date data in one concise timeline

  • Introduced new data points like marketplace to provide more context around NFT transactions

  • Enabled filters to customize view of data & added icons to improve scannability

Improved discoverability for more NFTs within a collection’s ecosystem

Created a new section where users can access more NFTs from the specific collection

Final Designs

View More Projects