Redesigning a static marketing site into a dynamic product hub
Jan - Jun 2023
TLDR
Overview
This project focuses on transforming the platform from a general crypto introduction into a central hub where users can easily access everything related to the ecosystem.
My role
- Led the overall UXUI improvement across all screens, designing from the initial process to launch.
- Drove cross-platform collaboration within the ecosystem to improve connectivity between products.
- Worked with engineering and L10n teams to support languages across the product.
Solutions
See more details
Context
Company Info
Wemade, a South Korean game developer, has become a key player in the blockchain gaming industry. They launched the WEMIX Crypto and platform, creating an ecosystem and leading the sector's growth.
What is WEMIX? What is an ecosystem?
WEMIX is a cryptocurrency, and its ecosystem is a space where users can freely transact. It encompasses various platforms, including games, an NFT marketplace, and a digital wallet.
Problems
Business Problems
As more platforms like NFT marketplaces and DeFi were added to the ecosystem, the main marketing site needed to become their central hub.
The previous version lacked platform growth data and failed to capture the ecosystem’s activity and dynamism. About 69% of daily users were new, but the content rarely changed, so it didn't hold their interest.
User Problems
Users found it inconvenient to search for and access various WEMIX-related sites individually because there's no central place for accessing all these platforms.
Hypothesis
The central hub for seamless connectivityThe central hub for
seamless connectivity
By providing entry points to other platforms all in one place, users will be able to easily navigate and explore other platforms.
The central hub for all the latest data and activityThe central hub for
all the latest data and activity
By showcasing lively updates of the platforms in one place, users can easily grasp the growth and potential of the product.
How might we turn this platform into a clear, engaging central hubthat highlights the ecosystem's value and helps users navigate it easily?
Iterations
Organize information based on what's important to users : Emphasizing the role of a central hub.
Considering what information users might prioritize, I have repeatedly tested the information order and finalized it through A/B testing.
Solutions
1. Home
Make it easy and fast to enter other platforms in the ecosystem
Added a platform menu and positioned platform shortcuts at the top of the homepage for easy access to all platforms within the ecosystem.
2. Ecosystem
Offer a glimpse into the growing aspects of the platforms
By showing real-time data from the platforms, users can see how actively the ecosystem is growing, as well as explore other platforms with interest.
3. Projects
See all the different projects in the ecosystem at a glance
Allow users to view and explore various projects by type, such as games, DeFi, NFTs, etc., making it easy for them to find projects of interest.
4. Communication
Create a unified news hub
Makes it easier to view all platform news within the ecosystem in one place, with articles categorized by platform and news content.
Impact
1. High user engagement: Projects & Communication.
Users showed a lot of interest in the projects and communication pages. The number of visits and dwell time per user is significantly higher than other pages.
2. Surge in daily active users.
DAU increased by 20% compared to the previous period, along with a rise in repeat visitors. In Korea, returning users grew by 10%.
3. Increasingly moving between platforms.
The movement between the main platform and other ecosystem platforms is growing. 5.2% of users come from other platforms, while 2.7% of main platform users move to the game platform.
Takeaway
Smooth and quick communication with other product teams
As we were creating a site that plays a central role by connecting other products, it was essential to encompass all contents comprehensively. Therefore, I made it a priority to communicate frequently with teams from 5-6 different products and familiarized myself with their content.
Collaborating with engineers to streamline workflows and minimize resource waste.
In order to create a multi-language and responsive site, I shared the work methods in advance with engineers. By sharing design ideas right from the wireframe stage, we were able to align everyone's views on the final product. This approach ensured we didn't waste resources and worked efficiently.