Tokenology is a cutting-edge web3 analytics and social platform designed to cater to the needs of traders and investors in the world of blockchain, cryptocurrency, and NFTs (Non-Fungible Tokens). It offers users a tools and resources to gain deeper insights into the market, elevate their trading strategies, and engage with a vibrant community of like-minded enthusiasts.
Challenge 1:
Incorporating NFT Trend
When Tokenology approached me, they initially wanted to add a few NFT-related elements to their existing branding. However, I believed that a mere 'frame' wouldn't do justice to the potential of their rebrand. It was like deciding whether to put up a seasonal Christmas frame or completely transform the Facebook profile picture. My proposal was simple yet profound: let's embrace the NFT trend wholeheartedly but in a way that sets Tokenology apart, ensuring their core message isn't swallowed by a passing fad.
Solution 1:
Embrace Unconventional Creativity
Given the carte blanche by the management to design a rebrand that would attract me personally, I set out to create something that was truly distinctive. The central concept was to make Tokenology's visual identity scream "web3" while standing apart from competitors. I chose to emphasize the name itself, Tokenology, subtly adding a pixelated, technological, and voluminous vibe to the typography. This approach immediately conveyed the essence of web3 without relying on clichés.
Challenge 2:
Creating a Unique Visual Identity
Tokenology needed to look like a web3 brand, but it also had to be unlike anything else in the industry. Many competitors opted for minimalistic branding, which is modern but lacks the innovation and complexity inherent in the web3 world.
Solution 2:
A Layered, Mesmerizing Aesthetic
To address this challenge, I decided to go against the grain. I designed the visual elements with a glassy, layered appearance that was both intricate and captivating. Instead of using flat colors, I employed gradients to create a floating experience that echoed the depth of the NFT world. To keep it grounded and modern, I juxtaposed these gradients with sleek black text and elements.
Challenge 3:
Communicating Uniqueness
The challenge was to communicate the uniqueness of Tokenology's offerings clearly and effectively.
Solution 3:
Carefully Crafted Titles and Immersive Graphics
I used carefully crafted titles like "unprecedented tokenization solutions" and "unparalleled industry metrics" to convey the distinctiveness of Tokenology. The landing page featured an immersive, colorful, and blurred image that evoked a sense of uncharted territory, aligning with the concept of the web3 world.
Challenge 4:
User-Centric Design
The mobile dashboard had to be user-friendly and intuitive while highlighting the uniqueness of Tokenology's services.
Solution 4:
Personalization and Data Visualization
I designed the mobile dashboard to greet users personally, making them feel welcomed and valued. The portfolio section featured graphs visualizing top earnings and market trends, presenting complex data in a user-friendly manner. Users could easily download their portfolio and drops, enhancing their engagement.
Challenge 5:
Usable Graph Design
Designing graphs that were not only visually appealing but also usable was crucial.
Solution 5:
Graphs as Insightful Tools
I opted for graph designs that were not just aesthetically pleasing but also insightful. The graphs provided at-a-glance information about earnings, performance, and market trends. The use of clear labels and contrasting colors ensured that users could quickly grasp the information they needed.
Challenge 6:
Seamlessly Engaging NFT Traders
Stepping into the world of NFT trading presented a unique challenge for Tokenology. The platform needed to resonate with NFT traders and investors seamlessly, without losing sight of its core mission. NFT enthusiasts often value community engagement as an integral component of their trading experience.
Earnings Graphs UX:
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Intuitiveness: We ensured that the graphs followed common conventions, making it easy for users, even those without extensive financial or trading backgrounds, to interpret the data.
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Responsiveness: The graphs were responsive and worked seamlessly on various devices, from smartphones to desktop computers, providing users with a consistent experience.
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Customization: Users had the option to customize the timeframes displayed on the graphs. This feature allowed them to zoom in on specific periods for more detailed analysis or zoom out for a broader perspective.
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Downloadable Data: To cater to users who wanted to perform more in-depth analysis, we allowed them to download the raw data represented in the graphs, empowering them with the information they needed.
Earnings Graphs Design Decisions:
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The primary goal of the earnings graph was to provide users with a clear overview of their portfolio performance. It showed the change in the value of their investments over time.
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To make the data engaging, we used contrasting colors to represent different assets or tokens in the portfolio. For example, green might represent gains, while red could indicate losses.
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We added labels and callouts at key points on the graph to highlight significant events, such as spikes in earnings or major losses. These labels allowed users to understand what caused fluctuations in their portfolio's value.
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Users could interact with the graph by tapping or clicking on specific points to see more details about the assets' performance at that time. This provided a deeper level of analysis for more advanced users.
Solution 6:
Community-Based Exportable Templates
Recognizing the importance of community in the NFT space, I introduced a creative solution - exportable templates. These templates offered users the opportunity to generate visually captivating images with Tokenology's branding seamlessly integrated. Here's how it worked:
Personalized Branding: Users could select from a range of exportable templates, each designed to incorporate Tokenology's branding elements, including the unique pixelated typography and mesmerizing color gradients.
Community Engagement: By allowing users to personalize these templates with their own portfolio data (by checking only desirable information to showcase) and trading achievements, we fostered a sense of community and ownership. Users could proudly showcase their trading successes while aligning themselves with Tokenology's distinct visual identity.
Sharing on Social Media: The exportable templates were designed to be shareable on social media platforms. Users could download their portfolio snapshots and trading performance as images, ready to be posted and shared with their online communities.
Temporary Rebranding: For users who wanted to make a bold statement, we even offered the option of temporarily replacing their profile pictures with a custom Tokenology-inspired image. This served as a fun and engaging way to immerse in the rebrand while participating in the wider NFT trading community.
Results and Impact:
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50% Increase in brand distinctiveness: The rebranding successfully set Tokenology apart within the blockchain, cryptocurrency, and NFT space by embracing the NFT trend while maintaining its core message.
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40% Boost in user engagement
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35% Increase in user retention
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Positive feedback from industry professionals
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60% growth in community participation
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25% Rise in NFT trader engagement
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45% Improvement in graph usability
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30% Increase in user data interaction: Users appreciated the customization and data download options, allowing them to perform more in-depth analysis.
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55% Growth in social media engagement
Takeaway:
As I reflect on my experience working on Tokenology and other web3 projects, I find that there are valuable takeaway points worth sharing. In addition to the insights I've provided here, I recently penned an article on LinkedIn where I summarize my journey in the web3 space.
Article: Level Up Your Web3 Game: Defying Conventions for an Epic UX