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Simplified NFTs for every artist
The Product:
NFT Art Mentor is a one-of-a-kind application that empowers and educates artists about revolutionary blockchain technology, designed specifically for artists.
Educate. Sell. Connect.
Project Duration:
June, 2021 - April, 2022
My Role:
Product Designer
My Responsibilities:
User Research, Prototyping, Hi-Fidelity Mockups,
and Testing
THE CHALLENGE
While blockchain technology is revolutionizing the way artists can sell their artwork, it remains a foreign and complicated concept for many. As a result, many artists are intimidated by the lack of knowledge and difficulty in understanding this new platform. Without proper guidance, they are left feeling unsatisfied and unsure of how to start their own non-fungible token (NFT) on this new technology.
My research shows that 66.7% of artists have already sold artwork online and are familiar with the online process. However, the challenge for these artists is to become knowledgeable and confident enough to sell their NFTs in an easy and functional way. Most of the artists I interviewed had heard of NFTs but knew very little about them.
THE PROBLEM
Artists need an easy way to sell their digital art as Non-Fungible Tokens (NFTs) online, as the current digital methods can be unfamiliar and complex.
THE GOAL
Create an all-in-one, responsive app that offers simplified learning content, a supportive community, and an easy-to-use feature for selling artwork on the blockchain.
EMPATHIZE
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User Interviews
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Online Survey
DEFINE
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Affinity Diagram
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User Persona
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Competitor Analysis
IDEATE
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Feature Prioritization Matrix
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User Journeys
PROTOTYPE
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Sketches
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Mid/Hi Fidelity Wireframes
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Mid/Hi Fidelity Prototype
TEST
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Usability Testing
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Hi Fidelity Prototype
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User Testing
REFINE
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Next Steps
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KPIs
Research and Problem Definition
INTERVIEWS
Interviewee Criteria
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Individuals all between the age ranges of 21 and 45
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Artist who have sold their artwork
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Curious about NFTs
Research Objectives
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Assess users' current knowledge of NFT art
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Determine users' desire and knowledge of selling artwork online.
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Analyze 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
I conducted a 12-question online survey to gather insights about artists' current online selling process and knowledge of NFTs. The survey was sent to a sample of 15 artists across various mediums and experience levels. Some of the top findings include:
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66.7% of respondents have already sold artwork online, but only 21.5% have heard of NFTs.
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Among those who have heard of NFTs, 43.2% do not fully understand the concept.
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The majority of respondents (79.3%) would like to learn more about NFTs and how they can sell their artwork using this new technology.
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Many respondents cited the complexity and lack of guidance as barriers to entering the NFT market."
Most artists are aware of NFTs but lack knowledge about them.
Most artists feel frustrated and overwhelmed with their current online selling process.
Artists want to feel connected and appreciated when selling their artwork.
Identifying Key Issues and User Insights
AFFINITY DIAGRAM
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Artists want a more personal connection in the app, using intimate vocabulary such as 'mentor' instead of 'expert'.
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Since selling art online can be a negative experience for many artists, an intuitive and simple navigation is crucial.
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Most artists are not familiar with NFTs, so a built-in tutorial or learning game can help them understand the concept.
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Artists want to get to know mentors and other users better, so creating filters that allow them to connect based on personal and art-related aspects is important.
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The app should facilitate connections between artists, buyers, and mentors for a more meaningful user experience.
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Providing a variety of communication features for users with different comfort levels is essential.
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The app should be tailored for all kinds of art mediums to cater to a diverse range of artists.
USER PERSONAS
1/3
COMPETITIVE ANALYSIS
Since there are no existing competitors that provide all the necessary key features, I analyzed mentor apps, learning apps, and NFT apps to assess what is currently available for users.
Key Insights
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Existing mentor applications lack a learning feature, which is a crucial element for NFT beginners. Combining both mentor and learning features into a single app can be highly beneficial.
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Verified mentors undergo a rigorous process, but allowing users to rate them after a session can be valuable in providing feedback and improving the user experience.
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Mentor apps are often limited by subscription or restricted access. Removing restrictions can increase user adoption and engagement.
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Providing a variety of learning options is crucial for catering to diverse types of learners.
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Personal notifications and progress tracking can help users feel motivated and accomplished in their learning journey.
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Current NFT apps primarily focus on selling or creating NFT art. Adding a learning feature can consolidate functionalities and enhance the user experience.
Brainstorming and Prioritizing
FEATURE PRIORITIZATION MATRIX
Click image to enlarge
Based on the feature prioritization matrix, it appears that the top three features that should be prioritized are:
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Simplify the selling process: Since most artists feel frustrated and overwhelmed with their current online selling process, it is important to create a simple and easy-to-use interface that will make the process of selling their artwork on the blockchain as seamless as possible. This feature has a high user value and a high effort/priority rating, which means that it should be a top priority.
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Simplified learning material with an array of learning styles: Since most artists are not knowledgeable about NFTs, it is important to provide them with a built-in tutorial or learning game that will help them understand the concept. This feature has a high user value and a low effort/priority rating, which means that it should be relatively easy to implement.
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Community feature: Artists want to feel connected and appreciated when it comes to selling their artwork, so it is important to create a meaningful user experience where artists can connect with other artists, buyers, and mentors. This feature has a high user value and a high effort/priority rating, which means that it should also be a top priority.
USER JOURNEYS
Based on the feature prioritization matrix and interview findings, I developed 3 user journeys for 3 target users.
Steve
Sam
Madison
Steve
1/3
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
Create account, connect to community, search and select mentor and book meeting user flow
Create account learn and connect to community user flow
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
Testing Prototype and Iterating
USABILITY TEST
ROUND ONE
Methodology
This study was conducted both remotely and in-person with a moderator present. Participants were either tested at their workspace or home. The test was recorded and moderated. It included a short briefing, task performance using the NFT Art Mentor mobile app, and a debriefing.
Test Objectives
The objectives of the test were to determine if participants understood the purpose of the app through the onboarding process, observe how the user was able to login/sign up, and observe how the user found and used the community button to find a mentor.
Participants
The study included a total of 6 participants who were recruited for the test.
Below are my first two high priority findings and iterations
What I discovered:
This stage was incredibly helpful. I scheduled usability tests with 5 users, and after analyzing the data from the first 2 testers, I hit a crucial moment in the project development. I realized that some of the major features and tasks were not easily found, and that the users had difficulty completing certain tasks. Based on these findings, I decided to make some improvements to the app before proceeding with my next 3 tests. Below are the results of my first test.
Issue 1 (High Priority): Users found it confusing to find the mentors. 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 a lack of appropriate labeling or titles to identify mentors or artists within the community screen.
Evidence: 2 out of 2 participants tested on the 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.
Suggested Iteration: Separate the two features, mentors and community, using two different buttons in the navigation bar and provide their own separate screens.
Issue 1 - Original Prototype
Issue 1 - Iteration and UI update
Issue 2 (High Priority): The onboarding screen was too overwhelming for users, causing too much cognitive load.
Evidence: Both participants (out of 2) who tested the prototype were confused by the single-screen introduction/onboarding, resulting in extended time spent on the screen.
Suggested Iteration: Simplify the onboarding process by using a more traditional approach with four screens. Screen 1: logo screen, Screens 2 and 3: onboarding process, Screen 4: sign up/login screen.
Issue 2 - Original Prototype
Issue 2 - Iteration and UI update
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: It might be helpful to provide a more detailed description of how the iteration will work. For example, will clicking on the title take the user to a new screen with more information about the lesson? Will clicking on the arrow start the lesson directly? Providing more details will make the iteration clearer and easier to implement.
Issue 3 - Original Prototype
Issue 3 - Iteration and UI update
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:
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Simplify the home screen by removing unnecessary features and buttons.
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Reorganize the remaining features into more clearly defined sections.
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Use icons and labels that are more intuitive and recognizable to users.
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Make sure that each button or feature is clearly labeled and easily accessible.
Issue 4 - Original Prototype
Issue 4 - Iteration and UI update
DESIGN SYSTEM LANGUAGE
Below, I have compiled NFT Art Mentor's design standards to help maintain consistency throughout the user experience of the mobile app and any future platforms. This will ensure brand cohesiveness.
NFT Art Mentor Design System
Improving and Reiterating
Next Steps
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Simplify the selling feature.
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Add a "book a mentor" feature.
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Create an NFT forum and art feed for artists to connect.
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Simplify the lessons feature and make learning accessible to a variety of learners.
Key Performance Indicators to monitor:
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Success rate of artist selling art
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Success rate of artist completing lessons
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Number of mentors being rated and their overall experience.
FINAL PROTOTYPE
MVP Walk Through
ortizcreativeworks
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