NFT Profile Page Optimization
Rethinking a fundamental page tracking thousands of NFTs across multiple blockchains.
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 that fateful year. This meant:
Usability was rushed & overlooked
The industry has evolved
The page was not catered to users
There was an alarming trend with increases in bounce rates from NFT pages year over year. These signals allowed me to pitch stakeholders to kickstart a redesign for the token page experience.
Where to start?
I started with a UX audit of the page to generate quick usability recommendations.
I paired these findings with a competitive analysis across the NFT landscape - looking at both exchanges and other data platforms to find common industry patterns and compare approaches between designs.
From NFT exchanges to data platforms, the profile page is a fundamental tool on any NFT-based website. Because of this, a thoughtful approach was necessary.
I conducted a UX Audit to create a foundation for improvements we could make. The current version placed a significant amount of cognitive load on the user & lacked basic hierarchy.
With so many varying features across platforms, we leaned into the behaviors, contexts, and motivations around why users utilize CryptoSlam to define our page requirements.
Getting to Know Our Users
The goal here was to focus down the project’s scope so that we can define the most necessary features that will provide the largest impact.
We did this through defining our users, and understanding which segmentation of those users would utilize an NFT page the most and find it useful.
A key question I asked NFT holders: “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. 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 that the most reasonable user segment to tap into was the NFT Flipper / Trader.
Collaborating on Solutions
From research insights, I collaborated with engineering and product management to decide on the most important features to develop.
Collaborating with PM and Engineering on features / impact mapping
Evolving Iterations
Important, high-level data (initially pushed up to the right) was moved up top.
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.
A 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 page led to a drop in bounce rates globally across the platform.
This means that more users found the NFT page to be useful, leading to an increased conversion in returning visitors.
So 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?