Improving user experience

Overview

Nftfy is a Decentralized Securitization protocol of NFTs for DeFi (Decentralized Finance). It was designed to solve the main problems in the NFT ecosystem, including the low liquidity, investment risk, and monetization of assets. It received a 3M seed fund (via Crunchbase).

My Role

I was the only designer in a squad of 6 people, responsible for the end-to-end design process. After the MVP implementation, I partnered up with another designer to adjust the interface according to new user’s data and feedback.

Goals

Increase the number of fractionalyzed NFTs on the platform, resulting in more revenue (through fees)
Guide the user in the best way possible through the entire process (Sometimes, we depend on external apps, like crypto wallets)

Outcomes

Improved the fractionalization process
Users less frustrated with the interaction with crypto wallets
Improved platform fees (more revenue)

Prologue

In Decentralized Finance (DeFi) projects, the most challenging things in my opinion are:

Users are wallets and a blockchain adress. You don’t know anything about your user, unless they come to you and give you information
There is no “register” or “login” flux. Your account/login is a 3rd app (crypto wallets) that connects with your application
Many (or most) interactions depends on these wallets, meaning you can’t design or control it. That’s a tough limitation, but we can pass through it using a lot of creativity.

Context

Analysing some hotjar’s recordings, we identified our users were having a lot of trouble when fractionalizing NFTs. We also had some incoming feedbacks from hotjar surveys, telegram/discord communities and google forms.

Fractionalization is one of NFTfy’s main feature, so this project had a really high priority.

Discovery

With the user’s feedback, we started to generate some hypotesis:

People don’t really know what fractionalization is about
All the bad feedback comes when the users interacts with wallets, not our web app
The network (blockchain) the user is connected is not clear
Some users give up in the middle of the process because they don’t know how many steps they have to go through
It is not clear if the NFT is a Bundle/Vault or a Single NFT