Autograph
User Research, Usability and Needs Evaluation on an NFT Platform
Autograph brings together the most iconic brands and legendary names in sports, entertainment and culture to create unique digital collections and experiences.
This is a limited study under NDA. Main findings and recommendations are listed. :D
INTRODUCTION
As part of this research, we meticulously analyzed user behaviors, preferences, and pain points while navigating the platform. The key findings revolved around the need for a more intuitive user interface, simplified onboarding processes, and enhanced discoverability of NFT collections. To accommodate these insights, we initiated key recommendations, including revamping the platform's layout for a seamless user experience, streamlining the registration process, and improving search functionalities.
Collaborated with product managers and UX leads to align research with platform-specific needs and expectations.
Developed and iteratively refined a flexible research strategy to gather actionable insights for the NFT platform ensuring effective outcomes.
Presented key usability findings and recommendations to senior leadership, focusing on enhancing website functionality and user engagement.
Contribution
Interaction Maps, Interviews, Competitive Analysis, Surveys, Heuristic Evaluation, Usability Testing, User research
Tools
Figma, Miro
Team
1 Product Lead, 1 UX Lead, 2 UX Designers, 4 UX Researchers
Type
Product, Usability and Needs Evaluation
Timeline
Client based project, 4 months
00
How can we improve the NFT platform for novice users?
Provide educational resources like tutorials and FAQs to empower users. Use features like filters, categories, and search to help users find NFTs of interest. Ensure compatibility with various wallets to accommodate different users. Prioritizing accessibility encourages newcomers to explore NFTs and fosters an inclusive community.
01
How can we serve experienced users better with features tailored to their specific needs?
This includes a customizable marketplace with advanced search filters, sorting options, and detailed analytics. It should also offer robust portfolio management tools for tracking and analyzing NFT investments. Real-time data and historical records of transactions should be prioritized for authenticity and confidence. Lastly, a dedicated community forum or chat function can enhance knowledge-sharing and collaboration. By prioritizing these features, an NFT platform can foster a thriving community of knowledgeable enthusiasts.
Go through the user’s interaction map with me, or not! Click here to skip this section.
Interaction Maps > Interviews > Competitor Analysis > Metrics > Takeaways
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Potential Breakdowns
Now that we know what interactions and potential breakdowns look like, lets dive into the research findings and recommendations.
PROBLEM SCOPE
How might we make the platform more accessible to its users by improving onboarding, increasing user engagement and support?
Interaction Maps > Interviews > Competitor Analysis > Metrics > Takeaways
Finding 02
Users want more connections with other creators who are interested in NFTs not just celebrities.
Finding 03
Users buy collectibles based on emotional connect which is many different genres like sports, art, music etc.
Recommendation 01
Provide materials in a learning space for users to explore how NFTs work.
Recommendation 02
Give less famous creators their own space to be featured.
Recommendation 03
Start branching out to franchises that are diverse.
*Improvements have been implemented to the website after the usability review
Finding 01
Novice users who are interested in NFTs want to learn more about the space and get involved.
Interaction Maps > Interviews > Competitor Analysis > Metrics > Takeaways
We noticed that NFT collections tend to be visually homogeneous
Findings
Platforms’ subreddit activity seems to either attract or deter potential users.
Collectors like high-quality collectibles.
Allow users to create and showcase their most desired collectibles.
Discoverability of verified curators and spotlight artists.
Recommendations
Always be promoting an upcoming release.
Bridge the gap between physical and digital collectibles.
Integrating new technology like AR/VR for users to showcase their collectibles.
Understanding user priorities
Gained valuable perspectives on user values, such as transaction transparency and robust security, essential for an NFT platform.
19.70%
participants said they prefer convenience and rich content.
Interaction Maps > Interviews > Competitor Analysis > Metrics > Takeaways
Breaking complex systems into simpler systems
Learned the critical importance of striking a balance between simplifying the UI and preserving the essential features
Interaction Maps > Interviews > Competitor Analysis > Metrics > Takeaways
22.94%
participants said they want to create their own NFTs
Honing in on research context
Informing the client and giving them context on why these findings matter and highlighting opportunities + risks.
22.22%
participants said they want to buy a series that has a promising future, mostly because it will remain valuable.
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