SuperWorld is a virtual world where users can buy, sell, collect, and curate over 64 billion unique virtual land plots using cryptocurrency. Although SuperWorld saw many visitors, its conversion rate of users signing in to purchase the land was low. We identified the issues and re-designed the platform to improve it's user experience, leading to an increased sales by 30% per week.
User research & Synthesis
Persona & Journey Map
Sketching Wireframes
Rapid Prototyping
Usability Testing & Iterations
Create Style Guide
Figma
Adobe XD
Adobe Illustrator
Miro
Trello
SuperWorld virtual real estate is a place where users can buy, sell, collect, and curate over 64 billion unique virtual land plots using cryptocurrency. When you buy a piece of SuperWorld virtual real estate, you acquire a unique and irreplicable piece of the Ethereum blockchain(Token), including monetization opportunities available on your virtual property.
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We started our design process with stakeholder interviews to understand the target users, timeline, technical limitations, business needs and success metrics for the new Superworld AR Real Estate design.
Identifying the types of users was an important activity that helped us in re-designing the platform. For a Real Estate virtual platform based on Blockchain & AR we identified the below target users:
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We conducted 8 user interviews with the existing and new users. The goals with the interviews was to observe users performing multiple tasks on the site to understand:
Users had difficulties in completing the purchasing & selling plot task
Users faced challenges with the navigation of the platform
Average Rating for overall user experience of the
real-estate platform
Users felt that the platform lacked onboarding experience
With the interviews done and enough information collected, we used affinity map technique to find themes in the data. This grouping helped us to identify pain areas of the users. We then converted the key themes into 'How Might We..' questions for brainstorming solutions.
Answering the ‘Who we are designing for?’ based on the collected information led to the creation of the user personas that helped us to understand expectations, concerns and motivations of the target users.
I went through the entire buying and selling process to experience and map all the challenges listed by the users. The user flow helped us in understanding the typical buying experience and identifying the user frustrations at different points. I presented the existing user flow to the team in a presentation which can be accessed from here : SuperWorld Walkthrough
Going ahead, I also did a heuristic evaluation to the identify usability problems in the user interface (UI) design of existing platform. The key issues are listed as below:
As a team we reviewed the business goals and customer’s pain points and converted insights into HMW questions. We then voted on the problems that need to be solved first based on the impact and listed them in Phase One.
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The entire team participated in multiple brainstorming sessions and we made use of the same Miro board to post our solutions for each goal. We all voted on the solutions which further led to creation key functionalities and user stories that are presented below.
To get a full picture of the new real-estate platform, I created a site map and iterated over it during the design process. It also helped us to make better design decisions during the wireframing phase.
Next, we started creating wireframes to build a structure for the new user flow and took feedback from design lead to iterate on the flow and designs.
After we confirmed on the core functionalities that we needed to include as solution, we started quick, low fidelity wireframes and converted them to high-fidelity.
We were continuously testing and iterating on the designs with the team members during our weekly critique sessions. Before the final delivery of the product we conducted usability testing with seven users to check if the features work as expected and if there are any opportunities of improvements. You can view the first prototype here. Given below are the results from the testing and user quotes:
"Great experience, good improvement. Loved how you all have made this new design, more compelling & clinical."
"The site is easy to navigate and has clean UI. The information was sufficient to buy or sell. A few times I had questions but I could figure that out by myself."
Average Rating for the overall site user experience
We simultaneously created the new design system in Adobe XD and iterated over it as we were designing the prototype. It helped to speed up the design process while also helping build bridges amongst team member working on different modules.
Increase in the sales/Week
In Sale In 8 Months
Increase in Users/Week
Designing at the Speed of a Startup
This was my first time designing for a fast-paced start-up. I learned to challenge my self to design in less time, communicate frequently with the partners and not to spend a lot of time into achieving perfect designs.
Involve engineers and PMs in the process
I learned that collaboration with others is a fantastic source of inspiration and criticism, and other collaborators are a vital source of support during reviews, helping to justify the design decisions.