Design of a Web3 fantasy rugby game inspired by Sorare, based on NFT player cards with an integrated marketplace. The entire product was built from scratch, covering everything from brand identity to gaming interface and crypto wallet userflow.
Role & Responsibilities
As the Senior Product Designer and Creative Director, I led the entire product lifecycle, including:
Brand creation (visual identity, UI kit, design system assets in Figma,etc) and art direction
UX design of key user journeys: onboarding, marketplace, crypto wallet connection, NFT trading, team creation, game dashboard
Delivery of wireframes, prototypes, and high-fidelity mockups
UI screens from launching landings to the entire plateform including NFT production and optimization for development, socials kits, emails etc
Creative Direction of motion designers and creative developers
Methodology & Tools
Discovery & Research
Extensive market research and competitive benchmarking (Sorare, NBA Top Shot, Axie Infinity, etc.)
Analysis of crypto-related friction points (e.g., wallet usage, token conversion)
Definition of personas: Web3 beginners vs. experienced crypto users
User Flows & User Stories
Fast onboarding with simplified wallet setup
Smooth navigation across the NFT marketplace
Team setup using purchased NFT cards
Product Documentation
Functional specs (flowcharts, interaction models, NFT specs), shared with developers through Figma and Notion
Direction of motion designers and creative developers, supervising external ressources
User Testing & Iteration
Usability testing sessions with target users to validate key flows
Iterative improvements on conversion paths (crypto → NFT purchase) based on feedback
Results
A fully functional, gamified Web3 platform that makes fantasy sports and NFT trading accessible to mainstream users, while maintaining a seamless user experience despite the underlying crypto complexity.
