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.