Product Design Lead
UX design for discovery workflows, personalization, story‑driven asset views
Blockchain services & technology
Figma, Linear, Notion, Slack
Overview
NFT platforms often felt transactional with cluttered grids, minimal storytelling, and little emotional or social engagement.
Reimagine NFT discovery as a social, fun, interactive experience, appealing to casual browsers and collectors alike.
Static, grid‑based browsing lacked engagement
Assets lacked storytelling and creator context
Discovery flows did not cater to different user types
Design a platform that makes NFT exploration playful, contextual, and personalized.
Approach
As Product Design Lead, I combined interaction design, storytelling, and personalization to transform discovery:- Created **personalized recommendations** based on user behaviors
- Developed **narrative‑rich asset pages** with creator and community insights Defined what self‑serve meant for Web3 by balancing simplicity for non‑technical users with depth for developers
Designed interactive and social interactions to make browsing feel like an intuitive and actionable social media feed
Contributed to shaping how our algorithm was engineered personalize feed content based on user behaviors
Redesigned creator NFT drop pages to be modular and highly customizable using creator and community insights
Key Design Solutions
Playful Card‑Based Navigation
Replaced static grids with dynamic, swipeable cards
Impact: Made exploration feel game‑like, increasing user engagement.
Personalized Recommendations
Designed a recommendation engine for curated browsing
Impact: Surfaced NFTs aligned with user interests, boosting retention.
Narrative‑Driven Asset Pages
Equipped artists with tools for storytelling & creative expression via customizable launch page theming
Impact: Deepened users' emotional connection with assets.
Outcomes
Increased engagement time on platform
Improved satisfaction among casual users
Created a scalable framework for NFT discovery
Reflection
By combining playfulness with narrative depth, this project redefined how users explore and connect with NFTs.