Sasha Koroleva • Lead product designer

VK NFT

NDA

There is no design here due to NDA but there is a description of the process

The beginning

There was not a single service in Russia where you could buy or sell NFT for Russian rubles. VK decided to take a place in the market and be the first

Deep dive

Company goal

First of all I found out the company's goal to understand what to focus on

Market research

Together with the team, I researched the foreign market and direct competitors: OpenSea, Rarible, OKX and others. We made a table with features and prioritized them in order to first make basic scenarios, and then gradually implement the remaining features

Users

I analyzed the target audience and divided them into main segments:

don't know anything about NFT but want to learn

had experience of buying

had experience of selling

had experience of buying and selling

make money on NFT as on investments

Hypothesis

At the initial stage, my team and I formed hypotheses that we want to test first of all in tests

Company goal

First of all I found out the company's goal to understand what to focus on

Market research

Users

I analyzed the target audience and divided them into main segments:

• don't know anything about NFT but want to learn

• had experience of buying

• had experience of selling

• had experience of buying and selling

• make money on NFT as on investments

Hypothesis

At the initial stage, my team and I formed hypotheses that we want to test first of all in tests

Preparing for user testing

I tested different user scenarios and for each study I wrote a brief description for UX researchers stating the purpose, target audience, hypotheses, metrics and created an interview script with open-ended questions

User testing

Based on the hypotheses and the main scenario of the application (buying and selling NFTs) I collected user scenarios, put together several prototypes and tested several scenarios and individual features

Collected conclusions and prioritized problems

Made adjustments to the design and flow and then presented it to the PO and the team

Collected conclusions and prioritized problems

Made adjustments to the design and flow and then presented it to the PO and the team

Concept

Insights

Despite the fact that I took different segments to test different scenarios, the main problem for most respondents was a technical lack of understanding of how blockchain works, security, and some specific terms.

Design

In the final design, my team and I focused on the majority of users who faced problems:

how does the blockchain work

how can you make money on it

and what are the properties

In the final design, my team and I focused on the majority of users who faced problems:

• how does the blockchain work

• how can you make money on it

• and what are the properties

I focused on onboarding where I talked about NFTs and what to do with them and in simple language without using complex terms

Concept

Outcomes

I worked with a great team led by Ivan Boychenko and alongside a cool product designer Pasha Zharko :)

We developed the entire marketplace inside the VK app but didn’t release it due to changes in the company's strategy

Go back

aankoroleva@gmail.com

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