Building and managing Regulatory Compliant Web3 Social Markets
How does one rebrand the existing Web3 experience without alienating the existing crowd? Let's design digital brand transformation in look and functionality.
Veve, burst into the digital collectibles market in 2018 and rapidly grew from a small Kiwi start-up to a billion-dollar company - and a home to the world’s biggest brands. After expanding at pace over several years, they were ready to set a strategic course for their next chapter - and transition to a bold new brand of their own.
Challenge 1
How to improve the Veve collectibles experience
VeVe is a popular platform for collecting and trading digital collectibles. Initially, the platform catered to a broad audience, including both casual collectors and more advanced web3 users. However, user research revealed issues with confusion between different target groups and lack of targeted content. There were 2 main targeted issues:
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VeVe's marketplace filter options were cluttered and ineffective, leading to user frustration and difficulty finding desired collectibles.
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Integrating new functionalities with VeVe to target different target group behaviors posed a risk of disrupting user experience and hindering adoption.
Strategy
Implementing Data-Driven UX Solutions and Collaborative Design Practices
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Conducted user research and A/B testing to identify specific pain points with the filters.
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Employed a data-driven UX design approach to develop new user patterns and functionalities.
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Implemented more granular filters, search bar improvements, and a personalized recommendation section based on user data.
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Conducted workshops with engineers and product managers to ensure a shared understanding of user needs for crypto transactions.
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Implemented design solutions to facilitate a 15% increase in conversion during the wallet connection process.
Outcome
Enhanced User Experience, Increased Engagement, and Platform Growth
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User satisfaction and task completion rates increased by 24%.
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Users discovered collectibles more easily and found previously overlooked items.
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Successfully integrated Comics and StackR with Veve, with minimal user disruption.
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Increased conversion rate for wallet connection within the VeVe platform.
responsibilities + results
the Goal
To expand VeVe's market reach by restructuring the platform to cater to both core collectors and new user segments like comic book readers and advanced web3 users. Also improve VeVe's user experience by streamlining user flows, enhancing discoverability, and increasing user satisfaction.
My role
As the Senior Product Designer, I spearheaded a project to redesign the VeVe platform. I managed a team of 7 designers to ensure a cohesive design system and a user-centric approach.
Results
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The redesign resulted in a 20% decrease in the average number of clicks needed to complete core tasks like purchasing a collectible. Additionally, user surveys showed a 15% increase in user satisfaction with the platform's ease of use.
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The VeVe platform revamp not only improved user experience but also led to a remarkable growth in daily unique visitors, reaching 50,000.
Key Improvements & solutions
Through user research and collaboration, we identified key areas for improvement:
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Streamlined User Flows: I led the redesign of key features, pages, and user flows. This resulted in a significant reduction in the number of clicks required to complete essential tasks, improving overall user efficiency.
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Strategic Restructuring: We proposed a strategic restructuring of the VeVe universe:
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VeVe Collectibles: This remains the main entry point for core collectors, offering a familiar and streamlined experience.
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VeVe Comics: A separate portal caters to comic book readers, potentially expanding VeVe's market reach to a new audience segment.
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StackR Integration: We partnered with StackR, a leading web3 marketplace. This integration allows VeVe to offer advanced trading and flipping functionalities targeted at experienced web3 users.
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By separating these functionalities, VeVe can now focus on delivering a more tailored experience for each user group. This improves the overall user experience for collectors, our core audience.
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Building a Scalable Brand: The Atomic Design System
Through stakeholder interviews and workshops, we identified authenticity, vibrancy, playfulness, and fun as VeVe's core brand qualities. My team and I envisioned an atomic brand architecture that could adapt to future growth. This collaborative approach ensured the new brand identity truly reflected VeVe's unique spirit and passionate community.
For VeVe, consistent brand application across all platforms was paramount. To achieve this, my team designed and implemented an atomic design system from scratch.
This system functions like a visual building block library. It houses the fundamental components of VeVe's brand identity, including colors, fonts, icons, logo variations, and pre-designed templates. These components can then be easily combined to create diverse brand-aligned marketing materials and user interfaces.
The atomic design system empowers the VeVe team with the flexibility and efficiency to build a scalable brand that can evolve and adapt to future needs. It ensures consistent brand messaging and a unified user experience for VeVe's growing audience.
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Examining Flows and Use Cases
I looked into the existing behaviors and flows searching and found areas of improvement, redesigning key features, pages, and user flows. I introduced streamlined flows to reduce clicks and confusion, and proposed a strategic restructuring of the VeVe universe to better serve the targeted needs of different user communities.
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Parent Portal: VeVe Collectibles remains the main entry point for core users.
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Separate Portal for Comics Readers: This caters to a different audience and potentially expands the market reach.
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3rd Party Integration: Integrate StackR for advanced web3 users focused on flipping and investing in digital assets.
Overall, this creates a more focused and user-centric platform for collectors.
As soon as the brand launched, VeVe fans began responding positively across all their channels - collectively adopting the blue heart emoji as a way to express their love for the new look.
