Project
Project
Project
Isoko
Isoko
Isoko
Role
Role
Product designer
Product designer
Scope
Scope
End to end design
End to end design
© 2024
© 2024
© 2024
Role
Product designer
Scope
End to end design
00.
00.
00.
KEY RESULT
KEY RESULT
KEY RESULT
Helping users trade 8x more volume in less time
Helping users trade 8x more volume in less time
Helping users trade 8x more volume in less time
01.
01.
01.
CONTEXT
CONTEXT
CONTEXT
Why building Isoko matters
Why building Isoko matters
Why building Isoko matters
People are explicitly asking for a safe place to trade and interact with their NFTs.
Within the Kadena ecosystem, there are people pushing new ideas, new art, new games, new things every day.
No marketplaces on Kadena meet the needs of both NFT creators and collectors.
We want to provide platform for creators and their communities.
People are explicitly asking for a safe place to trade and interact with their NFTs.
Within the Kadena ecosystem, there are people pushing new ideas, new art, new games, new things every day.
No marketplaces on Kadena meet the needs of both NFT creators and collectors.
We want to provide platform for creators and their communities.
People are explicitly asking for a safe place to trade and interact with their NFTs.
Within the Kadena ecosystem, there are people pushing new ideas, new art, new games, new things every day.
No marketplaces on Kadena meet the needs of both NFT creators and collectors.
We want to provide platform for creators and their communities.
02.
02.
02.
RESEARCH METHODS
RESEARCH METHODS
RESEARCH METHODS
How do we know what to solve?
How do we know what to solve?
How do we know what to solve?
Surveys
Surveys
Surveys
Cheap & scalable
Understand high level what people want from a product and what they think of what’s already out there
Offers lots of insight on competitors you may not have known about.
Function as a great filter for interviews.
Cheap & scalable
Understand high level what people want from a product and what they think of what’s already out there
Offers lots of insight on competitors you may not have known about.
Function as a great filter for interviews.
User interviews
User interviews
User interviews
Understand their expectations and why they expect what they expect
Understand the motives behind engaging with tools like this in the first place
Know who you’re designing for
Build healthy rapport with people who might use your product.
Understand their expectations and why they expect what they expect
Understand the motives behind engaging with tools like this in the first place
Know who you’re designing for
Build healthy rapport with people who might use your product.
Competitive analysis
Competitive analysis
Competitive analysis
Find out what the competition is missing, and what they do well
Understand the basic requirements of products
Understanding how we can be different, and better
Find out what the competition is missing, and what they do well
Understand the basic requirements of products
Understanding how we can be different, and better
03.
03.
03.
KEY CHALLENGES
KEY CHALLENGES
KEY CHALLENGES
What we are solving for
What we are solving for
What we are solving for
Low transaction success rate
Low transaction success rate
Low transaction success rate
On the existing Kadena marketplaces, users complained that everything worked up until they tried to pay for something. They usually could not determine why.
On the existing Kadena marketplaces, users complained that everything worked up until they tried to pay for something. They usually could not determine why.
On the existing Kadena marketplaces, users complained that everything worked up until they tried to pay for something. They usually could not determine why.
Key problem
Key problem
Key problem
01
01
01
Self correction
Self correction
Self correction
During key user journeys (buy & sell), users who ran into problems were rarely provided signifiers to self correct. This was frustrating.
During key user journeys (buy & sell), users who ran into problems were rarely provided signifiers to self correct. This was frustrating.
During key user journeys (buy & sell), users who ran into problems were rarely provided signifiers to self correct. This was frustrating.
Key problem
Key problem
Key problem
02
02
02
Landmines
Landmines
Crypto and blockchain is an unforgiving space.
We need to make sure people are informed about what kind of transactions they making.
Crypto and blockchain is an unforgiving space.
We need to make sure people are informed about what kind of transactions they making.
Crypto and blockchain is an unforgiving space.
We need to make sure people are informed about what kind of transactions they making.
Key problem
Key problem
Key problem
03
03
03
04.
04.
04.
CONSTRAINTS
CONSTRAINTS
CONSTRAINTS
What could limit our output?
What could limit our output?
What could limit our output?
Small team
Small team
Small team
A team of three devs and one designer.
A team of three devs and one designer.
A team of three devs and one designer.
Constraint
Constraint
Constraint
01
01
01
Technology
Technology
Technology
Some features unviable as they required frequent and costly interactions with smart contracts.
Some features unviable as they required frequent and costly interactions with smart contracts.
Some features unviable as they required frequent and costly interactions with smart contracts.
Constraint
Constraint
Constraint
02
02
02
Time
Time
Time
We had to get the product out and functional in 6 weeks.
We had to get the product out and functional in 6 weeks.
We had to get the product out and functional in 6 weeks.
Constraint
Constraint
Constraint
03
03
03
05.
05.
05.
Competitive analysis
Competitive analysis
Competitive analysis
Who we’re up against
Who we’re up against
Since we’re building from scratch, we decided to use the Kano model to help us understand the layers of the product and where we could add value to our users.
Since we’re building from scratch, we decided to use the Kano model to help us understand the layers of the product and where we could add value to our users.
Since we’re building from scratch, we decided to use the Kano model to help us understand the layers of the product and where we could add value to our users.
Kano competitor feature analysis
Kano competitor feature analysis
HYPERCENT
HYPERCENT
ARKADE
ARKADE
MUST HAVE
MUST HAVE
Buy NFT
Buy NFT
BAD
BAD
BAD
BAD
Sell NFT
Sell NFT
OKAY
OKAY
GOOD
GOOD
Mint NFT
Mint NFT
BAD
BAD
BAD
BAD
PERFORMANCE BENEFIT
PERFORMANCE BENEFIT
Number of collections
# of collections
OKAY
OKAY
GOOD
GOOD
Fees
Fees
OKAY
OKAY
BAD
BAD
ATTRACTIVE
ATTRACTIVE
Can play games on site?
Games on site?
GOOD
GOOD
User interface
User interface
GOOD
GOOD
OKAY
OKAY
Cross chain facilitation
Cross chain
BAD
BAD
BAD
BAD
Navigation
Navigation
OKAY
OKAY
OKAY
OKAY
User feedback systems
feedback systems
BAD
BAD
OKAY
OKAY
Error messaging
Error messaging
BAD
BAD
BAD
BAD
Sweep the floor
Sweep the floor
GOOD
GOOD
BAD
BAD
Kano competitive analysis
Kano competitive analysis
Kano competitive analysis
User experiences ranked: Good, Okay, Bad
User experiences ranked: Good, Okay, Bad
User experiences ranked: Good, Okay, Bad
Based on user interviews, we plotted key features on an Importance v satisfaction matrix
Based on user interviews, we plotted key features on an Importance v satisfaction matrix
Based on user interviews, we plotted key features on an Importance v satisfaction matrix
Features of existing marketplaces ranked on importance vs satisfaction matrix to see market sentiment on current solutions
Importance/Satisfaction matrix
Importance/Satisfaction matrix
Importance/Satisfaction matrix
On a scale of 1-7, users ranked the importance and satisfaction for each feature.
On a scale of 1-7, users ranked the importance and satisfaction for each feature.
On a scale of 1-7, users ranked the importance and satisfaction for each feature.
06.
06.
06.
INSIGHTS
INSIGHTS
INSIGHTS
What the research said
What the research said
What the research said
78% of users unhappy
78% of users unhappy
78% of users unhappy
Majority of survey respondents said the experiences trading on Kadena fall short of what they are used to on other blockchains.
This due to poor interaction and feedback.
Majority of survey respondents said the experiences trading on Kadena fall short of what they are used to on other blockchains.
This due to poor interaction and feedback.
Majority of survey respondents said the experiences trading on Kadena fall short of what they are used to on other blockchains.
This due to poor interaction and feedback.
Insight
Insight
Insight
01
01
01
Users feel unsafe
Users feel unsafe
Users feel unsafe
One of the founders of an NFT collection and community said they felt there were too many landmines in crypto and that because people are already skeptical, “Having some transparency could go a long way”
One of the founders of an NFT collection and community said they felt there were too many landmines in crypto and that because people are already skeptical, “Having some transparency could go a long way”
One of the founders of an NFT collection and community said they felt there were too many landmines in crypto and that because people are already skeptical, “Having some transparency could go a long way”
Insight
Insight
Insight
02
02
02
Users want transparency
Users want transparency
Users want transparency
Users are not able to understand what they need to do to self correct when they run into issues.
Users also want to give feedback to the projects and collections
Users are not able to understand what they need to do to self correct when they run into issues.
Users also want to give feedback to the projects and collections
Users are not able to understand what they need to do to self correct when they run into issues.
Users also want to give feedback to the projects and collections
Insight
Insight
Insight
03
03
03
07.
07.
07.
IDEATION
IDEATION
IDEATION
So how might we create value?
So how might we create value?
Hypothesis
Hypothesis
Hypothesis
If we focus our efforts on making a marketplace that feels safer and easier to use; while providing transparency, we can gain marketshare, and increase user satisfaction
If we focus our efforts on making a marketplace that feels safer and easier to use; while providing transparency, we can gain marketshare, and increase user satisfaction
If we focus our efforts on making a marketplace that feels safer and easier to use; while providing transparency, we can gain marketshare, and increase user satisfaction
08.
08.
08.
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
Creating order
Creating order
Creating order
09.
09.
09.
VERSION 1 RELEASE
VERSION 1 RELEASE
VERSION 1 RELEASE
Testing the boat in the ocean
Testing the boat in the ocean
Testing the boat in the ocean
With the aim of getting real world feedback of how people felt about and used the product, we built and released version 1 of Isoko ASAP
With the aim of getting real world feedback of how people felt about and used the product, we built and released version 1 of Isoko ASAP
With the aim of getting real world feedback of how people felt about and used the product, we built and released version 1 of Isoko ASAP
Below are some screen from version 1
Below are some screen from version 1
Below are some screen from version 1
10.
10.
10.
ITERATION
ITERATION
ITERATION
Building with and for your users
Building with and for your users
Building with and for your users
After releasing the product, we managed to collect all sorts of data.
We learned how people were using it in different from we intended, some of their fears, some of their desires, what they hated, and what they loved.
After releasing the product, we managed to collect all sorts of data.
We learned how people were using it in different from we intended, some of their fears, some of their desires, what they hated, and what they loved.
After releasing the product, we managed to collect all sorts of data.
We learned how people were using it in different from we intended, some of their fears, some of their desires, what they hated, and what they loved.
Our research stack:
Our research stack:
Our research stack:
We used Hotjar to see heat-maps, get direct customer feedback, and to view user session recordings to observe first hand how users interacted with the platform
We used Hotjar to see heat-maps, get direct customer feedback, and to view user session recordings to observe first hand how users interacted with the platform
We used Hotjar to see heat-maps, get direct customer feedback, and to view user session recordings to observe first hand how users interacted with the platform
We used google forms to send out surveys and get feedback on what people (dis)liked about what we had made. We also used it as a filter for user interviews.
We used google forms to send out surveys and get feedback on what people (dis)liked about what we had made. We also used it as a filter for user interviews.
We used google forms to send out surveys and get feedback on what people (dis)liked about what we had made. We also used it as a filter for user interviews.
We used Discord to engage in direct conversation with users about challenges they were facing with out product, either through direct messages or in a dedicated channel where users would often offer constructive feedback
We used Discord to engage in direct conversation with users about challenges they were facing with out product, either through direct messages or in a dedicated channel where users would often offer constructive feedback
We used Discord to engage in direct conversation with users about challenges they were facing with out product, either through direct messages or in a dedicated channel where users would often offer constructive feedback
We used Google meet to have user interviews. It’s familiar, free, and easy to use.
We used Google meet to have user interviews. It’s familiar, free, and easy to use.
We used Google meet to have user interviews. It’s familiar, free, and easy to use.
11.
11.
11.
USER PERSONAS
USER PERSONAS
USER PERSONAS
Who actually uses the product??
Who actually uses the product??
Who actually uses the product??
12.
12.
12.
NEW IDEAS
NEW IDEAS
NEW IDEAS
New ideas based on observation and feedback
New ideas based on observation and feedback
New ideas based on observation and feedback
More utility, less noise
More utility, less noise
Idea 01
Idea 01
Before
Before
Navigation menu overcrowded
Top section too large and not useful
Results is not needed
Filters don’t give any information
No way to buy multiple NFTs at once (not marked on image)
Navigation menu overcrowded
Top section too large and not useful
Results is not needed
Filters don’t give any information
No way to buy multiple NFTs at once (not marked on image)
Navigation menu overcrowded
Top section too large and not useful
Results is not needed
Filters don’t give any information
No way to buy multiple NFTs at once (not marked on image)
After
After
Reduced clutter in navigation
Effective use of space for key info
Filters are scannable
Added bulk buy feature to let users buy more than 1 NFT in a single click
Everything above the fold. Only scrollable section is the list of items.
Reduced clutter in navigation
Effective use of space for key info
Filters are scannable
Added bulk buy feature to let users buy more than 1 NFT in a single click
Everything above the fold. Only scrollable section is the list of items.
Reduced clutter in navigation
Effective use of space for key info
Filters are scannable
Added bulk buy feature to let users buy more than 1 NFT in a single click
Everything above the fold. Only scrollable section is the list of items.
Transaction transparency and control
Transaction transparency and control
Transaction transparency
Idea 02
Idea 02
Before
Before
No clear feedback from system during transaction (So users stay stagnant waiting for confirmation)
After transaction, user only gets popup shown in screenshot
If transaction failed, there was no action user could take
Popup could be obtrusive
No clear feedback from system during transaction (So users stay stagnant waiting for confirmation)
After transaction, user only gets popup shown in screenshot
If transaction failed, there was no action user could take
Popup could be obtrusive
No clear feedback from system during transaction (So users stay stagnant waiting for confirmation)
After transaction, user only gets popup shown in screenshot
If transaction failed, there was no action user could take
Popup could be obtrusive
After
After
Collapsable transaction tracker (non obtrusive)
Able to track multiple transactions at once (In progress, successful, and failed)
Users can easily retry transaction if failed
Collapsable transaction tracker (non obtrusive)
Able to track multiple transactions at once (In progress, successful, and failed)
Users can easily retry transaction if failed
Collapsable transaction tracker (non obtrusive)
Able to track multiple transactions at once (In progress, successful, and failed)
Users can easily retry transaction if failed
Better NFT interaction
Better NFT interaction
Idea 03
Idea 03
Before
Before
The NFT interaction page was its own page
Users not able to view other NFTs without going back then clicking separate NFT
Key action was at bottom of the page
The NFT interaction page was its own page
Users not able to view other NFTs without going back then clicking separate NFT
Key action was at bottom of the page
The NFT interaction page was its own page
Users not able to view other NFTs without going back then clicking separate NFT
Key action was at bottom of the page
After
After
Changed from page to overlay to give smoother navigation
CTA moved to top so users don’t have to scroll to see it
Ability to use as carrousel and view other NFTs
Changed from page to overlay to give smoother navigation
CTA moved to top so users don’t have to scroll to see it
Ability to use as carrousel and view other NFTs
Changed from page to overlay to give smoother navigation
CTA moved to top so users don’t have to scroll to see it
Ability to use as carrousel and view other NFTs
13.
RESULTS
RESULTS
RESULTS
What was the outcome of all this work?
What was the outcome of all this work?
What was the outcome of all this work?
Users were able to transact 8x the volume in the same amount of time
Users were able to transact 8x the volume in the same amount of time
Users were able to transact 8x the volume in the same amount of time
Compared to Version 1 and competing marketplaces
Compared to Version 1 and competing marketplaces
Compared to Version 1 and competing marketplaces
29% increase in NPS from V1 to V2
29% increase in NPS from V1 to V2
29% increase in NPS from V1 to V2
The net promoter score increased 29% from 4.9/10 to 7.7/10
The net promoter score increased 29% from 4.9/10 to 7.7/10
The net promoter score increased 29% from 4.9/10 to 7.7/10
14.
14.
14.
VISUAL DESIGN
VISUAL DESIGN
VISUAL DESIGN
Creating a consistent look and feel
Creating a consistent look and feel
Creating a consistent look and feel
15.
15.
15.
DESIGN SYSTEM
DESIGN SYSTEM
DESIGN SYSTEM
Consistent at scale
Consistent at scale
Consistent at scale
16.
16.
16.
User interface
User interface
User interface
Some screens from Isoko’s interface
Some screens from Isoko’s interface
Some screens from Isoko’s interface
17.
17.
17.
REFINEMENT, LEARNINGS, REMARKS
REFINEMENT, LEARNINGS, REMARKS
REFINEMENT, LEARNINGS, REMARKS
A recap of the experience and what I’d do next
A recap of the experience and what I’d do next
A recap of the experience and what I’d do next
Learnings
Learnings
Learnings
I learned a lot about the consequences and fears of poor user experiences.
Working with users who had their money on the line during all key user journeys helped me understand how interaction design and transparency can help build a strong sense of trust between the users and the tools they use.
I learned a lot about the consequences and fears of poor user experiences.
Working with users who had their money on the line during all key user journeys helped me understand how interaction design and transparency can help build a strong sense of trust between the users and the tools they use.
I learned a lot about the consequences and fears of poor user experiences.
Working with users who had their money on the line during all key user journeys helped me understand how interaction design and transparency can help build a strong sense of trust between the users and the tools they use.
Moving forward
Moving forward
Moving forward
I would focus on acquisition, activation, and retention. I think there are 3 things isoko should focus on in their next steps.
I would focus on acquisition, activation, and retention. I think there are 3 things isoko should focus on in their next steps.
I would focus on acquisition, activation, and retention. I think there are 3 things isoko should focus on in their next steps.
Acquisition: Focusing on collection creators
Acquisition: Focusing on collection creators
Acquisition: Focusing on collection creators
Focusing on the collection creator and their needs and building that into Isoko.
One collection creator can drive thousands of users to your platform if they feel your product is better for them and their users.
Focusing on the collection creator and their needs and building that into Isoko.
One collection creator can drive thousands of users to your platform if they feel your product is better for them and their users.
Focusing on the collection creator and their needs and building that into Isoko.
One collection creator can drive thousands of users to your platform if they feel your product is better for them and their users.
Focus
Focus
01
01
Activation: Offer feature
Activation: Offer feature
Activation: Offer feature
An offer feature, letting users make offers on items which have not been listed (since blockchain data is public), having an offer feature would allow users to be proactive in creating transactions.
An offer feature, letting users make offers on items which have not been listed (since blockchain data is public), having an offer feature would allow users to be proactive in creating transactions.
An offer feature, letting users make offers on items which have not been listed (since blockchain data is public), having an offer feature would allow users to be proactive in creating transactions.
Focus
Focus
02
02
Retention: Notifications
Retention: Notifications
Retention: Notifications
Allowing notifications on responses for offers sent, offers received, transactions completed, fees reduction and so on, may help with user retention.
Allowing notifications on responses for offers sent, offers received, transactions completed, fees reduction and so on, may help with user retention.
Allowing notifications on responses for offers sent, offers received, transactions completed, fees reduction and so on, may help with user retention.
Focus
Focus
03
03
Closing this off, I would like to acknowledge the fantastic team at Isoko. Their resolve, brilliance, and candour allowed us to collectively breathe life into Isoko. I am grateful for them.
Closing this off, I would like to acknowledge the fantastic team at Isoko. Their resolve, brilliance, and candour allowed us to collectively breathe life into Isoko. I am grateful for them.
Closing this off, I would like to acknowledge the fantastic team at Isoko. Their resolve, brilliance, and candour allowed us to collectively breathe life into Isoko. I am grateful for them.