Learn NFT on the Go
Mobile-first NFT learning website built for creators and underprivileged individuals and communities.
Education
NFT
Responsive Web
Type
4 months
2022
Duration
Product Designer x2
UX Researcher
Developer x2
Team
UX Lead
UX Research
Product Strategy
My Contribution
01
OVERVIEW
Context
We are building a new educational website to teach people the real value of NFTs and to build upon 7th Ave community.
Community Empowerment
7th Ave is a social media app focusing on connecting content creators and promoting their work.
Gifts to Our People (GTOP) is a NFT project focusing on empowering underprivileged individuals & communities.
Our new product - GTOP educational platform educates people the value of NFT and builds upon existing communities.
Problem
How do we engage users in exploring an unfamiliar topic when they already have a bad impression?
PROCESS
02
Mobile-First
Initial market research shows people receive first-hand NFT information through social media on their phones.
A Mobile-first, responsive web approach can onboard users from social media directly without having to download the app.
Target Users
Through research, we identified 2 personas and their learning needs.
The Curious Skeptic
Click to see more details
The Cautious Creator
Click to see more details
Journey Map
We uncovered 3 user pain points from the user journey.
Prospective user journey map on NFT learning:
DESIGN
03
Ideation
User pain points from research revealed 3 areas we could capitalize on to create an engaging, end-to-end learning experience.
Benefits, Engagement, and Community are the 3 key areas of design for the product:
MVP Prioritization
We prioritized on the first 2 of the 3 design areas of the product for the MVP version but built the framework for the 3rd so we can expand on later.
1. BENEFITS
People need to learn how NFTs benefit them to see the real value of it.
Understanding the Landscape
We analyzed the competitor space to uncover the position and the content of the product we want to create.
We identified 4 types of spaces people can learn about NFTs:
Crypto/NFT sites (Opensea, Binance)
Online course platforms (Coursera, Gnowbe)
Community-based forums (Reddit, NBA Top Shot)
Social platforms (Twitter, Discord)
Our product is positioned to provide structured and community learning to best fit the needs of our users.
We learned that most sites don’t have good learning structures and lack credibility, and are targeted toward individual learners. The matrix positioned the platform to provide structured and community learning to resolve the pain points of our target users.
Content Strategy
Technology adoption starts with acceptance. To accept NFTs people have to first learn how they could benefit from.
Like any other new technology before blockchain, mass adoption requires first providing utility for people to actually be benefited.
We built an inclusive learning pyramid to capture content that would benefit all levels of users regardless of their prior NFT knowledge and experience.
Framework
3 key areas transformed into 4 learning modules. We used this to create a framework that would work for both mobile and desktop.
Home Page - Landing Screen & Hero Space
Mobile Layout
Desktop Layout
The initial framework of the landing screen provides an overview of the 4 learning modules
The hero space is the perfect spot to promote any real-world use cases to create an appealing first impression to average people.
Hi-Fidelity Mock Up
Did you know NFTs can be tickets too?
Once you tell your friends that the concert last night used NFTs as entry tickets, they will start to think of NFTs as a real technology instead of a fad.
Mobile Layout
Desktop Layout
Home Page - Individual Learning Module
Framework
Making the learning modules as anchors on the home page allow learners to browse the content of each module without having to leave the screen.
When it comes to the content, always referencing back to what already exists in the world is easier to make people understand so they don’t feel like they are learning something completely new.
Hi-Fidelity Mock Up
2. ENGAGEMENT
People need to learn through gamified content with feedback and rewards.
Feedback Loop
Optimize learning engagement and retention through feedback loop.
Educational gamification has been proven effective when learning new information.
In-game principles such as acquiring virtual points and completing a series of activities to advance to the next level can provide fun and stimulation for the learner.
The Learning Feedback Loop:
Framework
We created a content page template that has the learning feedback loop integrated into each step and can integrate with all content types.
Content Page Module
Mobile Layout
Desktop Layout
Hi-Fidelity Mock Up
Maximize interactions and rewards
One key strategy to a successful learning platform is to keep interacting with users and adequately challenge them. The ‘test my knowleadge’ feature allows users to learn small amount of information, get tested, be rewarded, and repeat in the next section.
Badges, ranks and free NFTs
What we have set up here is a system where people are rewarded with points and badge rankings in the 7th Ave community. NFTs will be airdropped to people with highest rankings and most points come launch date.
MEASURING IMPACT
04
Usability Testing
We tested 17 users and received a 76.5% success rate, but the heat maps and user feedback suggest we increase interactions.
Direct Success:
52.9%
Indirect Success:
23.6%
Give-up:
23.5%
1. Users want various learning formats depend on mood and time:
2. Users want highly interactive content to keep them engaged and motivated:
04
NEXT STEPS
Connect with communities
In the next step, we will focus on engaging new users from the learning platform to the 7th Ave community to build a social learning environment.
Since we prioritized more on developing the first two areas in MVP, we will next focus on providing more opportunities for users on the learning platform to connect to the existing 7th Ave community for discussion, questions, etc.
Learning strategies
We have studied and leveraged Learning Experience Design (LXD) strategies, but will need to integrate even more.
To build a successful learning platform, we have studied a variety of LXD principles and strategies, including educational gamification. What we have to define next is clearly defined content and its learning objectives. By outlining these two aspects, we will be able to provide better learning experience for our users.
Pitching to investors
GTOP Learning Platform is crucial in attracting more investors in the next round of funding.
UX and education are two keys to a successful platform in crypto. This learning platform can be a gateway to bring many into the NFT world, build a large user base, and connect to the existing 7th Ave community. What we are building is crucial to be able to show and attract more investors in near future.
Screenshots of current conversations on crypto and NFTs in the 7th Ave app: