Designing for Web3 & Digital Assets
The product was a new type of crypto asset called NTO (NFT Token Offering) — a gamified financial derivative combining the principles of minted coins, mystery boxes, and staking mechanics. Our challenge was to make this complex financial instrument accessible, engaging, and trustworthy for a retail crypto audience — without overwhelming them
Client
Confidential (Crypto/Fintech)
Role
Senior Product Designer
Team
PO, Analytics, Engineers, Legal, Compliance, Researchers
Platform
B2C, Web
Problem
Crypto users were often confused by the abstract nature of NTO mechanics, especially around staking rewards, risk levels, and unlocking conditions. The original product card lacked clarity, leading to low conversion and short session durations
Solution
By highlighting key metrics like risk level, potential yield, and unlock time in a clean, modular layout, we significantly improved user understanding and trust. The result was a more intuitive and emotionally engaging product experience that converted better and kept users exploring longer
User Segments & Needs
We designed for two distinct business segments:
Retail Crypto Enthusiasts
Tech-savvy users familiar with NFTs, DeFi, and token mechanics, but who demand smooth, well-designed UX
high visual expectations
desire for quick understanding
Speculative Investors
Users interested in high-reward opportunities with clear risk-reward indicators
performance-focused
emotionally responsive to gamified experiences
The complex derivative crypto product
Key Features
We designed some magical things
Research
During the discovery phase, we conducted usability testing with both crypto-native and novice users to identify friction points in the original card design. We also benchmarked competing DeFi and NFT platforms to understand best practices in presenting risk-heavy products.
Insights from this research directly shaped the information hierarchy, interaction patterns, and visual language of the final design
Solution
Product design played a central role in our lean startup approach by enabling rapid prototyping, fast user feedback loops, and iterative delivery. We tested early design concepts with real users before development, prioritized features based on measurable impact, and used lightweight design systems to adapt quickly as the product evolved.
This allowed us to move fast, reduce risk, and ship a more effective solution without overbuilding.
+26% increase in conversion rate after redesign
+38% increase in average time on product page
Significant reduction in bounce rate from token offer landing pages
Helped the NTO campaign exceed initial minting targets within the first launch window
Basil Artemov
@uxd_ink