As the sole product designer in a small, agile team, I led the design of the NFT seller dashboard and self-service onboarding journeys. Our platform empowers event organisers to create and sell NFT tickets and collectibles. Collaborating closely with the team, I translated the vision into intuitive and user-friendly designs. Through research and iterative feedback, we delivered a high-quality product that meets user needs and aligns with our goals.

> I am forever thankful for the exceptional work from Liam. With an unwavering focus on user experience and an exquisite eye for aesthetics, his designs have consistently surpassed expectations. It has been an absolute pleasure collaborating with him, and I highly recommend his expertise for anyone seeking captivating and user-centric design solutions.
>
> **Jack Waterfield**\
> CCO & Co-founder

## **Discovery & Definition**

I joined Seatlab NFT as the sole designer, aiming to develop an NFT event ticketing marketplace for artists to connect with fans. My role focused on proving the concept to secure funding from the NEAR Foundation, the platform's technology.

I conducted rigorous discovery activities, refining core features and user engagement strategies through daily discussions. Together, we strived to create a unique and valuable experience, exceeding expectations. Our dedication to iteration and user feedback laid the foundation for progress towards securing funding and realising their vision.

## **Identifying a core feature set**

In our process, we carefully considered the needs of customers and event organisers, realising that for users to embrace our product, event organisers needed to sell tickets via SeatlabNFT. To address this challenge, we focused on developing an intuitive seller dashboard, streamlining the user journey and reducing the learning curve associated with blockchain technology. Our MVP included key features such as a comprehensive dashboard, event management tools, order tracking, customer insights, collectables, and ticket scanning, providing event organisers with a comprehensive solution tailored to their needs while encouraging wider adoption among users.

I prioritised an intuitive seller dashboard and essential functionalities in our MVP to ensure a seamless onboarding experience and a frictionless event listing process. By concealing the complexities of blockchain technology, we made it easier for event organisers to adopt our platform. The core features encompassed in our MVP included a dashboard for easy access to information and controls, event management tools, order tracking, customer insights, collectables for enhancing the event experience, and ticket scanning for a smooth and secure entry process. Our aim was to provide event organisers with a comprehensive solution that catered to their specific requirements while promoting the widespread adoption of SeatlabNFT.

## **Development and delivery**

Throughout the design process, we prioritised users' needs and identified key product principles. It was crucial to minimise the learning curve and streamline information access to drive product adoption.

Sellers can easily create collectable and utility NFTs, distributing them directly to ticket holders' wallets with a few clicks from the seller dashboard. We simplified the user interface by handling complex blockchain elements in the background, resulting in a clean and accessible UI. I also designed interactions that automatically minimise views when adding educational content to the workspace.

Using a blueprint wireframe-style, we focused on refining core features and ensuring consistency across the product.

## **High fidelity prototyping**

As the design process evolved, I transitioned to creating high-fidelity designs and functional prototypes. By utilising my skills, I developed a prototype that showcased the product's key features and user experience, providing valuable insights for improvement. I focused on refining the visual elements and creating interactive prototypes to simulate real-life scenarios, ensuring a comprehensive understanding of the product's functionality.

Throughout this phase, I collaborated closely with cross-functional teams, integrating designs and prototypes seamlessly into the development process. This collaborative effort enabled quick iterations, informed design decisions, and a user-centred approach. Ultimately, my involvement in high-fidelity design and prototyping significantly contributed to the refinement and success of our product.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FGmovHXQWzBPtvoanDVmF7NSC1D92%2Fseatlabnft%2Fcdc2717c-fb00-43c0-a33c-8d7f5f98480e.jpg?alt=media&token=d98dd2f9-6d4d-4a3f-b678-3a7b67df4a57","id":"cdc2717c-fb00-43c0-a33c-8d7f5f98480e","width":1481,"height":1113,"filename":"'Framer Image.jpg","type":"image/jpeg","caption":"","border":true}]}
```

## **Wrapping up**

We transitioned from design to prototyping as we grew more confident in our approach, aiming to thoroughly test the product experience. Through rigorous testing over several weeks, we refined interactions and ensured usability. Creating a UI from scratch posed a significant challenge, but we overcame it by developing a clear and intuitive interface, referencing established design patterns. After months of dedicated work, our product received the prestigious NEAR Foundation grant, demonstrating recognition from one of the fastest-growing blockchain ecosystems.

During the prototyping phase, we focused on testing and refining the complete product experience, gaining confidence in our approach. Our fully-functional prototype underwent rigorous testing over several weeks, allowing us to fine-tune interactions and enhance usability. Designing a UI from scratch proved challenging, but we addressed this by developing a clear and intuitive interface that required minimal training, drawing inspiration from established design patterns. The culmination of our efforts was the successful acquisition of the NEAR Foundation award, the largest grant available, which served as a vote of confidence from one of the world's leading blockchain ecosystems.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FGmovHXQWzBPtvoanDVmF7NSC1D92%2Fseatlabnft%2F55a3947c-7e18-4dab-bf29-04bb306efc8c.jpg?alt=media&token=457e58b4-a3b4-490e-ace1-8424c792e154","id":"55a3947c-7e18-4dab-bf29-04bb306efc8c","width":1024,"height":768,"filename":"SeatlabNFT Case Study.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Case study: Seatlad NFT

Over 11,000 outlets shut their doors in the first half of 2020 this has coincided with massive online retail growth, further impacting the physical retail landscape.

**However, research shows that The ability to touch and feel products and take them home immediately is why some people still choose to shop in-store instead of online.**

Therefore, as the major project for my master’s degree, **I created an app that aims to combine online and digital offerings into one coherent retail journey.**

**My role:** Sole designer responsible for all UX/UI decisions.

**Duration:** Approx. 12 months.

**Tools:** Figma, Miro and Photoshop.

## Problem Statement

**How might we provide a one-stop solution that not only provides a coherent journey between digital and physical offerings but also helps customers make informed style decisions?**

**11,000+** retail stores have shut their doors in 2020 alone, and this has risen year on year except for 2017 (PWC, 2020)

The luxury goods sector achieves **80%** of sales in physical stores (Mister, 2020).

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FGmovHXQWzBPtvoanDVmF7NSC1D92%2FbRqgFVKszwi3IPDfLvj5%2F270370b0-58d7-4af6-9441-c8dd9779d977.png?alt=media&token=b7e503a0-3376-4a0c-b9d7-5d7709b19288","id":"270370b0-58d7-4af6-9441-c8dd9779d977","width":2000,"height":946,"filename":"Edit your Shot (1).png","type":"image/png","caption":"","border":true}]}
```

## Customer Journey Map

In order to align the app's numerous features with users' expectations, I meticulously designed the information architecture to reflect their needs. To accomplish this, I developed a comprehensive customer journey map, enabling me to gain valuable insights into how my customers would engage with the product across various touch points.

By crafting a customer journey map, I was able to gain a deep understanding of how individuals would utilise my app's features throughout their interaction with it. This invaluable knowledge allowed me to tailor the app's structure and functionality to seamlessly align with users' expectations and optimise their overall experience.

Through this meticulous approach, I ensured that every aspect of the app catered to the needs and preferences of my target audience. By carefully mapping out their journey, I could anticipate their requirements at each stage and create an intuitive and user-centric design that maximised engagement and satisfaction.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FGmovHXQWzBPtvoanDVmF7NSC1D92%2FbRqgFVKszwi3IPDfLvj5%2F80bbeb90-6d35-49e4-b1aa-dfa094df2dac.png?alt=media&token=d4c2cd00-709b-497a-b25a-ff6831a885aa","id":"80bbeb90-6d35-49e4-b1aa-dfa094df2dac","width":5760,"height":3885,"filename":"Edit your Shot (2).png","type":"image/png","caption":"","border":false}]}
```

## Solution

The proposed solution takes a unique approach to address the challenges in the retail industry. It focuses on delivering personalised services that are seamlessly integrated at every crucial stage of the customer journey. Extensive research has identified personalisation and connectivity as key drivers for customers to visit physical retail stores.

While the solution may not differ significantly in terms of aesthetics compared to existing apps, its true innovation lies in the fresh perspective it brings to the problem. By adopting a novel interpretation, this solution redefines the role of design. In the words of Tim Brown, design becomes more than just another link in the chain; it becomes the central hub of a wheel. This perspective highlights the influential power of design and its direct correlation to the success of a project (Brown, 2019).

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FGmovHXQWzBPtvoanDVmF7NSC1D92%2FbRqgFVKszwi3IPDfLvj5%2Fed64b5b2-ec4f-4a5a-b7e4-09fc408d12fc.mp4?alt=media&token=113f15c4-a3f7-4ac8-a807-0221dc6e6b08","id":"ed64b5b2-ec4f-4a5a-b7e4-09fc408d12fc","width":1280,"height":690,"filename":"Edit your Shot video.mp4","type":"video/mp4","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FGmovHXQWzBPtvoanDVmF7NSC1D92%2FbRqgFVKszwi3IPDfLvj5%2F5c4d4a09-aa30-4dac-8406-efc9dd30c400.png?alt=media&token=c4a8c9c6-899f-4cdd-a62a-c6070837e67a","id":"5c4d4a09-aa30-4dac-8406-efc9dd30c400","width":1600,"height":1200,"filename":"Edit your Shot.png","type":"image/png","caption":"","border":false}]}
```

Digital retail app concept | Case Study

Product Designer

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Seatlab NFT Visual Design

Senior Product Designer

Instrumental in designing crucial screens for a US banking app, contributing to its success. Seamless collaboration on a brand refresh showcased strong teamwork. The visually stunning designs garnered positive feedback, significantly boosting user engagement.

Implemented a Figma design system for consistent company-wide efficiency. Led website enhancements for an improved user experience and increased engagement. Successfully recruited and onboarded a designer, fostering collaboration. Redesigned a key product, resulting in a 20% YoY increase in Sim upgrades.

Liam

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