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Simplified NFTs for every artist
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The Product:
NFT Art Mentor speaks to artists. It's a one of its kind application that empowers and educates artists about the revolutionary blockchain technology.
Educate. Sell. Connect.
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Project Duration:
June, 2021 -  April, 2022
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My Role:
Product Designer
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My Responsibilities:
User Research, Prototyping, Hi-Fidelity Mockups,
and Testing
THE CHALLENGE
As the blockchain is becoming a revolutionary platform for artist to successfully and securely sell their artwork, it is also a very foreign and complicated concept to the majority of people. Many artists are intrigued and want to learn more about this new platform but are easily intimidated by their lack of knowledge and the difficulty of understanding this new concept. Many artists are left unsatisfied and without any concrete guidance on how to start their own non-fungible token (NFT) on this new technology.

Based on my research I gathered that
66.7% of artists have already sold artwork online so they are familiar with the online process. The challenge then becomes, "How does an artist become knowledgeable and confident to sell their NFT online in an easy and functional way?" Most of my interviewees stated they have heard of an NFT but know very little about them.
THE PROBLEM
Artists need an easy way to sell their digital art, also known as Non-Fungible Tokens (NFTs), online because all are sold digitally using unfamiliar methods.
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THE GOAL
Create an all in one responsive app that provides simplified learning content, a rich community of support, and an easy to follow feature to help users sell their artwork on the blockchain.
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EMPATHIZE
  • User Interviews
  • Online Survey
DEFINE
  • Affinity Diagram
  • User Persona
  • Competitor Analysis
IDEATE
  • Feature Prioritization Matrix
  • User Journeys
PROTOTYPE
  • Sketches
  • Mid/Hi Fidelity Wireframes
  • Mid/Hi Fidelity Prototype
TEST
  • Usability Testing
  • Hi Fidelity Prototype
  • User Testing
REFINE
  • Next Steps
  • KPIs
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Research and Problem Definition
INTERVIEWS
Interviewee Criteria
  • Individuals all between the age ranges of 21 and 45
  • Artist who have sold their artwork
  • Curious about NFTs
Research Objectives
  • To understand the users current knowledge of NFT art.
  • Understand the users desire and knowledge of selling artwork online.
  • Better understand user behavior when it comes to selling artwork.
" There's gotta be a faster and easier way to sell art online."
-Ronald
"NFTs sounds fascinating. I don't really understand them tho."
-Jerry
ONLINE SURVEY
A 12 question online survey was sent out to gather insights about artist's current online selling process and current knowledge of NFTs. Some of the top findings were:
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Most artist have heard of an NFT, but know very little or nothing about them. 
The majority of artist described feeling frustrated and overwhelmed with their current online selling process.
Artist want to feel connected and appreciated when it comes to selling thier artwork.
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Identifying Key Issues and User Insights
AFFINITY DIAGRAM
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What I discovered:
  • Artist want to feel a connection - Use more intimate vocabulary within the app. Example, instead of Expert use Mentor
  • Since selling art is a negative experience for most artist, creating an intuitive, simple easy to use navigation will be effective.
  • Most artist are not knowledgeable about NFTs, so creating a built in follow along tutorial or learning game will help to understand the concept
  • Artist want to really get to know the "Experts" so with that in mind create filters that tailor to the artist with both personal and art aspects the user can use
  • Artist like to be connected with thier art, mentors, buyers, etc., so create a meaningful user experience where artist can connect with other artist.
  • Providing an array of different communication features for different comfort levels
  • Making sure this app is tailored for all kinds of art mediums
USER PERSONAS

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COMPETITIVE ANALYSIS
I had to analysis 3 sectors since there are no existing competitors who provided all the key features. I analyzed mentor apps, learning apps and nft apps to see what is really available for the user.
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Key Insights
  • There aren't any mentor applications that currently exist with a learning feature. Most only provide mentor advice. To combine both learning and mentor features into one app can become very helpful for NFT beginners.

  • Mentors completed a rigorous verified mentor process without the user having any input after their session with a mentor. Providing the user the option to rate their mentor can be very beneficial. 

  • Mentor apps are not easily accessible unless you pay for subscription or receive a secure link through text. To allow the user to access all that it offers without restriction can increase the number of users.

  • There are all kinds of learners and it is vital to include a variety of learning options.

  • Allowing the user to receive personal notifications and a progress screen of their current learning is important for the user to feel accomplished and motivated to use the app. 

  • NFT apps are limited to selling and/or creating NFT art. Adding a learning feature will help the user from using multiple apps.

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Brainstorming and Prioritizing
FEATURE PRIORITIZATION MATRIX
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From the affinity diagram, I constructed the list of needs users requested in an "I want," "I wish," and "What if" categories. The top ideas were dot voted on by my mentor, tutor, and myself and put into a feature prioritization matrix. We focused on many features in both the High User Value-High Effort/Priority and in the High User Value-Low Effort/Priority
Some of these included:
 
  • Community feature
  • Simplified learning material with an array of learning styles
  • Simplify the selling process
USER JOURNEYS
Based on the feature prioritization matrix and interview findings, I developed 3 user journeys for 3 target users.
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USER FLOWS
I decided to build user flows using LucidChart for 1. Create account, 2. Connect to community, 3. Find mentor and 4. Book meeting
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Create account, connect to community, search and select mentor and book meeting user flow
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Create account learn and connect to community user flow
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Developing Layouts and Formulating
WIREFRAME SKETCHES
Below are my initial sketch ideas for the main features of the app with the user flows highlighted.
MID FIDELITY WIREFRAMES
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Testing Prototype and Iterating
USABILITY TEST
ROUND ONE
Methodology
​This study was conducted in both a moderated-remote and moderated-in-person and was held at the user's work space and or home. This was a recorded moderated test. The test included a short briefing, task performance with NFT Art Mentor conducted on a mobile app, and a debriefing.
Test Objectives
  • Determine if participants understood what the app is about through the use of the onboarding.
  • Observe how the user can login/sign up
  • Observe how the user was able to find and use the community button to find a mentor
Participants
The study tested a total of 6 participants who were recruited.
Below are my first two high priority findings and iterations
What I discovered:

​This stage was incredibly helpful. I had 5 scheduled usability tests with 5 users. I started with the first 2 and hit a crucial moment in the project development. After analyzing the data of my first 2 testers I realized some of the major features and tasks were not found or the user had a difficult time completing the task. I decided to take my findings and make interactions before I proceeded with my next 3 test. Below are my results of my first test.

Issue 1 (High Priority): Finding the mentors was confusing to find for the users. The community button housed both mentors and the community and shared one screen. Once the user found the mentor screen they still had trouble finding a mentor due to lack of appropriate labeling or titles to be able to find mentors or artists within the community screen.

Evidence: 2 of 2 participants tested on prototype were confused when trying to find the mentors in the community screen. The titles and icons used on the community screen were not clear enough as well.

Suggested Iteration: Seperate the two features, mentors and community using two different buttons in the navigation bar and provide their own separate screens.
Issue 1 - Original Prototype
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Issue 1 - Iteration and UI update
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Issue 2 (High Priority): The onboarding screen was too confusing for the user. Too much cognitive load.

Evidence: 2 of 2 participants tested on prototype were confused with the single screen introduction/onboarding. They were stuck on the screen for far too long.

Suggested Iteration: Use a more traditional onboarding and sign up/login process. A total of four screens will be used instead. Screen one: logo screen, screen two and three: onboarding, screen four: sign up/login screen
Issue 2 - Original Prototype
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Issue 2 - Iteration and UI update
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USABILITY TEST
ROUND TWO
I continued to test my original prototype with the remaining four testers.
Below are two main findings with high priority and my iterations
Learn Feature

Issue 3 (High Priority):
Users had trouble starting lesson 1 from the learn screen.

Evidence: 30% of participants were confused on how to find and start lesson 1.

Suggested Iteration: Add visible titles "Lesson 1, etc." to the title of each lesson. Making the titles of each lesson clickable along with the arrow.
Issue 3 - Original Prototype
Issue 3 - Iteration and UI update
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Home Feature

Issue 4 (High Priority):
Users were confused with the features, visuals and buttons on the screen.

Evidence: 4 of 4 participants were confused on the home screen

Suggested Iteration: Reorganize the features and options on the home screen. Remove unnecessary features and simplify the UI design.
Issue 4 - Original Prototype
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Issue 4 - Iteration and UI update
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Improving and Reiterating
Next Steps
1. Simplify the selling feature
2. Add book a mentor feature
3. Add NFT forum and NFT art feed for artist to connect
4. Simplify the lessons feature and make the learning accessible to a variety of learners
Key Performance Indicators to monitor:
  • Success rate of artist selling art
  • Success rate of artist completing lessons
  • Amount of mentors being rated along with thier overall experience
FINAL PROTOTYPE
MVP
MVP Walk Through