NFT Marketplace

The project is a web platform for the Russian market, aimed at the creation, placement, and sale of NFT tokens. Initially conceived as a showcase with a redirect to intermediary platforms, during development, the platform evolved into a full-fledged marketplace with direct sales functions, a shopping cart, a bonus balance, and tools for business partners. The project’s feature: a focus on creating loyalty programs based on NFTs for Russian partners, as well as a convenient interaction process for users with different levels of technical preparedness.

Target Audience

Business Partners:

• Small businesses looking for affordable solutions for loyalty programs

• Medium/Large businesses striving for innovative marketing tools

Users:

• Crypto enthusiasts considering NFTs as an investment tool

• Tourists interested in receiving bonuses at establishments through NFTs

• City dwellers using NFTs for loyalty programs at their favorite places

For the segments, motivations, pains, and fears were identified, leading to key conclusions. As a result, hypotheses were formulated.

Work Process

1. Research and Analysis

Study of Competitors

Investigated leading NFT platforms: OpenSea, Getgems, Rarible, Foundation, Teia Art, OneOf.

Conducted competitor benchmarking, tested the main mechanics - creating collections and NFTs, buying and selling items, personal account functionalities, statistics, transactions, item filtering, partner pages.

Conducted a competitive analysis, results in the screenshot below:

JTBD

JTBD were formulated for each segment to understand what product users need.

Design

Development of Userflow

Developed Userflow for partners and buyers. During the first iteration, a userflow was created that ultimately differs from the final version of the platform due to the transition from a showcase site to a full-fledged marketplace.

Prototypes

Created rough mockups to have a general understanding of functionality, content, and interaction. Below are a couple of screens:

Design Development

UI Kit

To expedite the development process and ensure interface consistency, used a ready-made component library (at the request of the developer in React). This way, we reduced development time and were able to focus on more global project goals. Based on the library, I assembled a UI Kit tailored to the specifics of NFTs.

Final Design

Key Decisions

To more clearly show which problems were solved, I will describe several solutions in more detail below.

Solution 1. Integration of NFT Collection Creation and Contract Signing on the Platform

Problem: In the initial concept, the creation of collections had to be discussed with partners in correspondence, complicating and prolonging the process.

Solution: An easy step-by-step interface was developed for creating collections directly on the platform with an integrated contract signing process.

Features:

• Step-by-step collection creation wizard with clear instructions

• Integration of electronic document management (uploading and signing contracts online)

Result: A significant reduction in time from partner registration to the launch of the first collection is expected, increasing the conversion of interested partners into active participants.

Solution 2. Implementation of a Bonus System to Stimulate Repeat Purchases

Problem: Users were ready to purchase NFTs, but the presence of additional bonuses could enhance their motivation and stimulate not only the first purchase but also subsequent ones.

Solution: Development of a bonus system that allows users to receive cashback in the form of bonuses when purchasing NFTs, which can then be used for discounts or exclusive offers with partners.

Features:

• Cashback on NFT purchases – a portion of the amount is returned as bonuses

• Bonus tokens can be spent on discounts or exclusive offers from partners

• Displaying the balance to each partner

• Generation of unique QR codes for using purchased coupons at partner locations

• Dashboard for partners with QR code scanning functionality and usage statistics tracking

Result: An increase in the number of repeat purchases and average check due to the additional value that users receive with each purchase is expected. This should contribute to increased audience loyalty and the development of the platform's ecosystem.

Solution 3. Creation of Separate Accounts and Ratings for Partners and Users

Problem: Different types of users have different goals and tasks, requiring specialized interfaces.

Solution: Development of separate accounts for business partners and users with appropriate functionalities.

Features for Partners:

• Detailed analytics on collections and sales of collections

• Tools for editing collections, items, and services

• Convenient collection personalization

• Reports on collection activity

Features for Users:

• Activity rating (purchase volume, collections)

• Transaction history and bonus activation

• Bonus balance and system for accumulation/usage

• Convenient item filtering

Result: An increase in satisfaction for both types of users is expected due to the interface tailored to their specific tasks.

Results

Results for Users:

• Simplifying the process of interacting with NFTs for a non-technical audience

• Receiving actual value from owning NFTs through loyalty programs

• Clear understanding of the benefits of each collection due to an improved information display system

Results for Business:

• Creation of a full-fledged platform that meets all initial requirements and includes additional functionality

• Development of a scalable system that allows for the addition of new types of NFTs and services

• Formulation of a unique offering in the Russian NFT market with a focus on business partnership