NFT Profile Page Optimization
Restructure and redesign a global platform page to provide a more comprehensive NFT viewing experience.
26% increase in engagement across entire platform
Significant decrease in bounce rate from Profile Pages
Increase flexibility of design system
Role
Product Designer
Timeline
2022-23
Product Designer
Front-end Engineer
Product Manager
Platform
Team
WebApp
The Backstory
From NFT exchanges to data platforms, the Profile Page is a fundamental tool on any NFT-based website.
CryptoSlam has been around from 2019 and hasn’t redesigned their NFT page since.
The problems I discovered:
Usability was rushed & overlooked
The industry has evolved, design patterns were antiquated
The page was not catering to users needs when it came to NFT data
What sparked this was an alarming trend with increases in bounce rates from NFT pages year over year.
These signals gave me leverage to pitch a redesign for the token page experience.
Where to start?
UX audit of the page to generate quick usability recommendations.I conducted a UX Audit to create a foundation for improvements.
The gist: current version placed a significant amount of cognitive load on the user & lacked basic hierarchy.
I also looked at other platforms to identify common industry patterns and compare approaches with our platform.
With so many varying features across platforms, we needed to lean into the behaviors, contexts, and motivations around why users utilize CryptoSlam to define our own requirements.
Getting to Know Our Users
The goal at this stage was to focus the project’s scope so that we can define necessary features with the largest impact.
I started by defining our users, and understanding which segmentation of those users we wanted to target.
“Why do you invest in NFTs?”
Through this one question I discovered that there are two main types of NFT holders we serve, each with differing motivations and needs:
Flippers / Traders
Cares about:
NFT’s value
Floor price
Collection value
Collection liquidity
Collectors
Cares about:
NFT’s story
Community engagement
Creator ethos
Sentimental value
Interestingly, one group found token pages to be profoundly more important than the other (Flippers / Traders).
Instead of trying to tailor some solutions to both users, we were decided to focus all our solutions on one.
CryptoSlam homepage: What does this design say about the type of users CryptoSlam serves?
Through this research we uncovered the most reasonable user segment (NFT Flipper / Trader) along how their needs weren’t currently being met.
Collaborating on Solutions
With newfound insights, I collaborated with engineering and product management to pinpoint the most valuable wants and needs mentioned by flippers / traders to develop the most useful features with the least amount of lift.
Collaborating with PM and Engineering on features / impact mapping
Evolving Iterations
Wireframes helped develop a structure & architecture for the new token page.
Important, high-level data (initially pushed up to the right) was moved up top.
Creating tables: making it scannable, and scalable utilizing newly created design system atoms & row components.
Colorful attributes - pretty. But did it solve the initial problem of being confusing? Not really.
Design Solutions
Contextual Header
Organized important data based on UXR insights, moved information to the top & added clickable chips
Condensed Ownership History
Made the NFT journey more scannable through the newly designed table. Incorporated view customizations & marketplace data.
Collection Cards
Card components leaned into the collector feel while providing access to other NFTs within the collection.
Successful Launch
We conducted a global A/B tested and successfully rolled out the new token page leading to a 26% increase in page engagement across the platform, significant decreases in website bounce rate, and praise around the new features from users.
So What?
Improving the usability and comprehensive-ness of this page led to a significant drop in bounce rates globally across the platform.
This signal meant that more users found the NFT page to be useful, leading to an increased conversion in returning visitors.
Next I started pondering… how can we further enhance the experience for the NFT Trader, and make CryptoSlam their go-to platform for making NFT purchasing decisions?