Eddie MachadoAmsterdam, NL

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Parcel

Lead Designer

Our goal was to establish a metaverse-focused marketplace for virtual land transactions, requiring agility to adapt to a rapidly evolving market. Targeting newcomers to the space, accessibility was a priority, leading to the creation of user-friendly UX patterns, including large gameplay visuals, videos, user reviews, rankings, and bundled offerings.

Work

Through interviews and research involving both users and game developers, we pivoted towards prioritizing Web3 gaming projects. Recognizing that many teams lacked the resources for creating a marketplace, we shifted focus to providing white label marketplace solutions. Establishing a small yet versatile Design System capable of handling diverse content types, we navigated the absence of industry standards in this constantly evolving space. Emphasizing established best practices while fostering room for innovation, we designed components, such as Checkout and Shopping Carts, that were easily customizable, ensuring a clear and concise user experience.

Impact

Built easily skinnable white label Marketplaces

To expedite the rollout of gaming marketplaces, we honed in on integrating features that surfaced consistently in user interviews. Elements like reviews, gameplay videos, and waitlist access were prioritized to align with the technical and experiential preferences gleaned from these discussions.

Built lightweight Design System

I crafted components that strike a balance between simplicity and versatility, allowing users to tailor them to their brand easily. We provided detailed documentation, ensuring that users could effortlessly modify their marketplace appearance in minutes.

Conducted user research

Along with our co-founder, I conducted user interviews with game developers and project owners. We leveraged user data to help surface features their users may be interested in. We were able to raise platform engagement by 15% and conversion on new project purchases rose by 4%.

We modeled our homepage after popular gaming portals. Focusing the attention on gameplay videos and action over redundant thumbnails of NFTs.
On the left is our collection card. A way to display a quick overview of activity within a collection of NFTs. On the right is our starter pack to help users onboard to games faster.
We debated what our primary CTA should be on Project pages and ended up going with 'Play now' as our users told us they usually wanted to try games before investing in them.
We introduced bundles that provided everything users needed to start playing without the hassle of searching. As part of our long-term vision, we aimed to encourage users to submit their own bundles, transforming the experience into a social activity.
A few screens of our fully customizable Shopping cart experience. We built this to be as streamlined and user friendly as possible as most users would be somewhat new to Web3.
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Lead Designer (Contract)