Hatchup | NFT Marketplace
Hatchup | NFT Marketplace
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A UX Case Study
A UX Case Study
Hatchup is an NFT Marketplace that is specifically built for small-scale artists to advertise their work on the platform while having a clear grasp of how the system works and protecting them from fraud and injustice. It also enables users to connect directly in active groups to share their stories and promote their work, as well as to be a part of the expanding decentralised network.
Introduction
NFT has provided an opportunity for artists to show and sell their work on a platform that maintains constant certification of originality, but it still lacks the ability to connect millions of emerging artists to potential buyers and has been floating on the internet for the purpose of work plagiarism.
What is NFT?
NFT stands for non-fungible token, which indicates it is a one-of-a-kind digital asset that belongs to you and you alone. Currently, the most popular NFTs feature artwork and music, but they may also incorporate films and even tweets.
Project Duration
4 Weeks
6 Wireframes
Team Members
Shristi Shreya
Aastha Singh
Design Process
Intent Mapping
We began the process by asking ourselves a series of questions to help us clearly identify user needs and provide a vision for the project. We clarified our intent to do this project, what success would entail, what our targeted user needs are, what the potential risks in the process are, and why it matters to us.
Our Intent Is To
Matching Relevant Artist and buyers.
Originality Assurance of Content.
Marketing and building connection for artist.
Providing safe space for users.
Understanding NFT
We attempted to comprehend NFT before beginning the project, which took us longer than planned. We learned about the capabilities of blockchain and how NFT is created using various platforms.
Stakeholder Mapping
We conducted a stakeholder mapping to better understand the situation in relation to our core user. This aided us in analyzing and making flow of the many stakeholders as associated with NFT, as well as exploring the various inter-related linkages among stakeholders.
Qualitative Analysis
We interviewed some people who are involved in NFT from different sources including Friends, Family, Strangers through social media. We Interviewed some of them over phone calls or by asking them to join us over zoom or meet. We Interviewed a total of 10 people and got the opportunity to gather some insights about their challenges and motivations.
Here are few questions we asked them about
Are you a buyer, sell or collector?
What platforms do you use to buy or sell nfts.
How do you verify your artworks in nfts.
How long have you been involved with nfts.
Have you ever faced any consequence of fraud in nfts
What platform do you prefer to buy or sell
Which kind of artwork you usually sell or buy
How wide is your network on nft
If you are someone who wants to buy how easy is it for you to navigate on the marketplace to find your desired artwork.
Do you use just one platform or multiple platforms to buy or sell
How do you choose a platform to sell or buy
Is it easy for you to understand nft?
What are your expectation when you buy or sell a nft
14. Do you think minting is relevant and important?
Quantitative Analysis
We did a survey using google forms to observe the pattern and similarities among the different NFT users.
Competitive Analysis
We conducted a competitive study to learn about what other platforms have to offer and how user-centered they are. We conducted the investigation using the world's top five marketplaces.
Listing of Problems
Private Marketplace has no security or 3rd party authentication.
Hard to promote the artworks, especially for beginners
There is no comprehensive guide to understanding NFT before entering the marketplace.
Hard to know the authenticity of any artwork.
Easy technique to gain money through deception
People's lack of awareness
Original artist suffer if they are not on the platform themselves.
User’s Expectations
One Day millionaire
Creating a wide network and fan base.
Easy way to earn
Side business
Investment of the future
Existing Methods to tackle the problem
Steps of the artwork creation - Rarrible
Takes down the account as well the complaint registration is done correctly - Rarrible.
Active social media links, work in progress images and biography- Rarrible, Known Origin
Connects the victim with the abuser- Opensea.
They should quickly move all their items to a new wallet, if account has been compromised- Opensea
Should have electronic or digital signature of the artist if someone else is selling that- Opensea
Example of original content - Known Origin
Only Artists invited and approved by SuperRare are able to use the Platform - Superrare
Restrict the use of the SuperRare platform for posting infringing- Superrare
Affinity Mapping
Journey Map
Based on the research we have created a User Journey Map to better understand the crucial Pain Points, Challenges and mindset as well as the overall journey which user may encounter while using NFT Marketplaces.
How Might We Statement
After we converted user insights to Needs, then we drafted a few HOW-MIGHT-WE statements to further define the problems we need to address and solve. This exercise helped us to visualize the different aspects of user needs in a simple manner and laid foundation to the Ideation process that followed next.
Card Sorting
Once we were aware of the different user needs, we sat together and brainstormed to come up with several elements related to those needs.
Mind mapping also helped us jot down different smaller subparts of the larger problem. After that we converted those elements in the form of cards and performed ‘Card Sorting’ to understand how users would group elements together according to their expectations. This step was crucial for us to come up with the Information Architecture on which our app functions.
Wireframing
Based on the Information architecture, some wireframe explorations were done to create the overall layout and navigation structure.
Conclusion
Hatchup is an NFT Marketplace that is specifically built for small-scale artists to advertise their work on the platform while having a clear grasp of how the system works and protecting them from fraud and injustice. It also enables users to connect directly in active groups to share their stories and promote their work, as well as to be a part of the expanding decentralised network. This Marketplace also provides external link that can be accessed by artist who is not on the platform but has invested through indirect source to keep track of activity on his artwork.
Please click here to have a landing page prepared after this ux process but for customisable Accessories to be used as persona for different mediums including web based games.
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