NFT Marketplace App
The Challenge
Meet Moon, an up-and-coming startup with a vision to revolutionize the NFT marketplace industry. Unlike others in the space, Moon embraces a design-first approach that is tailored to their niche audience. They believe that the world of NFTs deserves not only innovation in technology but also in aesthetics.
Moon's target audience comprises individuals deeply entrenched in the world of crypto and NFTs. They're not in it just for the investments or technology; they also have a keen eye for the visual experience. As connoisseurs of the digital art realm, Moon aims to cater to their distinct tastes.
My Role
Over four weeks, my goal was to craft the visual identity of Moon's NFT marketplace app. It all started with laying the foundation for an extraordinary visual aesthetic, followed by implementation across various screens based on the wireframes above. From there, it was time to put together a comprehensive UI library and develop a fully functional prototype.
My Approach
To kick off this project, I began researching different NFT platforms, their user interfaces, and the latest design trends. During this phase, I also considered the pain points of competitors and identified what Moon could improve upon.
With these insights in mind, I developed mood boards that encapsulated the desired visual identity in two distinct formats shown below.
Visual Direction 1
The first concept created a visual atmosphere akin to the feeling of being surrounded by the mysterious allure of the night. The color palette was rich with dark blues and purples, evoking the serenity of a midnight sky. A subtle grainy background added a touch of nostalgia, while neon shadows and strokes brought in a futuristic twist.
This visual direction was tailored to appeal to artists and those with a taste for the abstract. The design leaned heavily on symbolism over text, relying on abstract shapes and lines to tell a story. The level of detail in the design was meant to transport users to another dimension, an illusionary space that was both visually stunning and conceptually intriguing.
Visual Direction 2
This approach was all about bright, inviting aesthetics. The design exuded a sense of simplicity and modernity that would resonate with a different group of users. The uncluttered layout and lighter color palette give this interface an airy and open feel. Gradients also played a prominent role, especially in CTA elements, adding a touch of sophistication and guidance.
Compared to the first design, this direction was less complex, catering to users who preferred a more straightforward and contemporary look. It aimed to offer a refreshing and friendly digital art space, where users could navigate with ease and focus on the art without distractions.
Polish & Design
As the journey through Moon's UI design unfolded, it was time to decide which visual direction to ultimately pursue. After careful consideration, Visual Direction 1 emerged as the clear choice.
Why Visual Direction 1?
The decision to go with Visual Direction 1 was grounded in a thorough understanding of Moon's target audience. These tech-savvy artists are not just comfortable with navigating a creatively complex interface; they are eager for it. Visual Direction 1 aligned perfectly with their backgrounds and aesthetic preferences by promising an immersive, almost dreamlike experience.
With the visual aesthetic locked in place, the next step was to translate the vision into a practical reality. That's where the UI Library came into play, a comprehensive repository of design elements that would ensure consistency and efficiency throughout the project.
Building the UI Library
Typography System: Crafted by selecting fonts that complimented the visual direction while ensuring readability.
Color Palette: The deep blues and purples create a nocturnal backdrop, while the neon accents and white highlights punctuate the design.
Grid & Margin: Specifications ensuring that the placement of elements is not only artistically pleasing but also functional.
UI Components and Modules: Every element, from buttons to icons and cards, carefully designed to fit seamlessly with the overall theme.
The Iterative Journey
Achieving the right balance between artistic complexity and user-friendliness required multiple rounds of iteration. Subtle changes were made, elements were tweaked, and the design was elevated with every step.
Prototyping
In this phase, my central focus was to understand how the user would navigate through the app and choose transitions that would guide the user's journey. As such, developing a functional prototype was when the abstract concepts and visual aesthetics truly came to life as an integrated experience.
Final Thoughts
Thank you to the Dribbble team for guiding me through this enjoyable project and supporting my growth as a designer. From Daniele's in-depth lessons to Nadya's consistent mentorship, I've learned to lean into my strengths and push my boundaries in a way that I wouldn't have been able to achieve on my own.
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