Outland Art
Product Design | UIUX
An NFT (non-fungible token) platform designed to present insightful perspectives on a future-facing art world.
Launched and based in Los Angeles.
Team
1 Lead Visual Designer
1 Product Manager
CTO / CEO
1 UX Researcher
2 Engineers
1 Product Manager
CTO / CEO
1 UX Researcher
2 Engineers
What is Outland Art?
Outland is a platform that encourages conversations about the relationship between digital technology and contemporary art. It offers digital artiest technical and strategic support to connect traditional art and crypto art by partnering with museums, galleries, and other institutions.
Context
Our team objective is to incorporate blockchain's complex mechanism into an easy-to-use platform by crafting a user interface with new design system.
Key Issues in the Previous Design
1. Outdated visual and interaction design
2. Lacked essential features, including:
- Featured product section with one-click purchase
- Crypto wallet integration for smooth transactions
- Dashboard with links to social media for better connectivity
Outdated Visual & UI Design
Problem
Creating UI/UX design for an NFT marketplace can be quite challenging due to the complexities of the terms, security concerns, trading risks and rules, etc. Terms such as smart contracts or Ethereum blockchain might seem too complicated for users because most of the times they just prefer to buy and sell NFTs without learning all these concepts .
As a designer, my task is to make the UX design of this NFT trading platform to be as easy to navigate as Craigslist. Therefore, we decided to create a minimalistic UI design to give the platform a look of a modern art gallery and a sense of exclusivity. On top of that, we proceeded with dark mode so that our users can concentrate on the NFTs instead of being distracted by a variety of colors.
As a designer, my task is to make the UX design of this NFT trading platform to be as easy to navigate as Craigslist. Therefore, we decided to create a minimalistic UI design to give the platform a look of a modern art gallery and a sense of exclusivity. On top of that, we proceeded with dark mode so that our users can concentrate on the NFTs instead of being distracted by a variety of colors.
Moodboard & Inspiration
Established a New Design System
After defining the overall visual style and user experience, I collaborated closely with the CTO and CEO to build a cohesive design system that ensures consistency across mobile and web platforms.
This system provides a robust foundation for both current and future designers, enabling the creation of visually engaging and functional interfaces. It includes a comprehensive component library—buttons, inputs, badges, chips, alerts, checkboxes, radio buttons, toggles, and more—streamlining the design process and maintaining uniformity.
What sets this design system apart is its scalability and adaptability. Designers can extend and customize components, allowing the system to evolve alongside product needs while ensuring a seamless user experience.
User Survey and Interview
Once the design system was created, I collaborated with the product manager and UX researcher to create an online user survey to gain a deeper understanding of how our users intend to interact with the marketplace. Our UX researcher conducted a few interviews with current and potential users to learn more about how users would like the experience to improve and what features they would expect the most.
Key Insight
After completing a qualitative investigation of the competitive landscape and users' expectations, we learnt that users' pain points are searching, listing and purchasing process.
Solution 1: Searching & Saving
Instead of wasting time scrolling through all the content, users would prefer to click on the preferred category and filter the results to get the items that they are interested in the most as fast as possible.
Enhancing Search with Improved Filters
For the filters, our goal is to create a more intuitive and efficient search experience that guides users toward their preferred results. By refining the filtering system, we enable users to sort and discover items based on various criteria, such as different types of NFTs, price ranges, rarity levels, and creator collections. This ensures a more personalized browsing experience, making it easier for users to find and engage with the NFTs that best match their interests.
Solution 2: Building Community Through Personal Profiles
Users will have personal profiles that serve as a central hub for managing their NFT collections and connecting with the broader community. These profiles allow users to track saved NFTs and cryptocurrencies effortlessly, eliminating the need to search by name or contract number.
Additionally, they provide smooth integration with social media platforms like Discord, Twitter, and Instagram, enabling direct interaction with creators, collectors, and fellow enthusiasts. By fostering engagement and discussion within the community, these connections not only enhance user experience but also help boost visibility and sales of digital assets.
Transparent NFT History Tracking
Users can easily monitor the complete history of their NFTs, ensuring transparency and trust in their digital assets. Key details such as creation date, previous owners, transaction records, and provenance are crucial for verifying an NFT’s authenticity and uniqueness. The ownership history and association with notable collections also play a significant role in determining the token’s value. To enhance user experience, we present all this information in a clear, structured format, accessible with a single click, allowing users to make informed decisions effortlessly.
Outcome: Enhancing User Satisfaction & Driving Engagement
Despite not being directly involved in Outland's user testing due to confidentiality and legal constraints, I closely analyzed the feedback gathered by the CEO and CTO. The results were clear—users effortlessly navigated the platform, completing key actions on the landing page without friction.
Key enhancements, including personalized profiles, refined search filters, and improved bidding features, have significantly elevated user satisfaction. More users are now actively buying, selling, and bidding, as these updates make it easier to discover, track, and engage with NFTs. While some refinements were suggested to further align the design with the brand's vision, budget limitations postponed a full website overhaul.
The response from users, customers, and the Outland team was overwhelmingly positive. The redesigned experience not only modernized the visual style but also enhanced usability without sacrificing clarity. By making the marketplace more intuitive and enjoyable, these improvements are expected to increase engagement, drive higher sales, and boost overall platform traffic.
