Ently
A multi-functional marketplace and accompanying embedable tooling
Ently is a tech startup working in the blockchain space and changing the way we connect and treat counterparty risk in blockchain transactions. Ently featured a fresh, intuitive web3 marketplace, and decentralized tooling infrastructure built to be accessible, flexible, and customizable enough for a wide range of use cases.
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Challenge
Create an ecosystem that feels connected and intuitive. Combine 3 project touch points (peer to peer contact, negotiation and payment, and delivery) into one, easy-to-use product.
User trust, complexity, technological learning curves, and uncommon patterns
Poor web3 transaction experiences posed both a user experience inconvenience in addition to representing a significant financial risk.
Customers had a plethora of marketplaces as well as fraudulent copycats confusing the space; and few resources to validate trustworthy and secure transacting services. Resulting in users quickly abandoning many marketplaces after a negative or suspect interaction in their journey.
The complex nature of Web3, coupled with poorly designed user experiences, can create cognitively overwhelming situations for users, causing them to hesitate and eventually disengage.
86% of users drop off before completing their first transaction in many dApps (Source: Chainlink Labs, 2022)
60% of users in a Coinbase study cited "confusing interfaces and unclear flows" as reasons for not returning to DeFi platforms (Coinbase UX Research, 2022).
Focus Areas
Product Research: Customer interviews, competitive analysis, market analysis, feature feedback
Prototyping: Clickable prototypes and interactions demos
Product Strategy: Requirements gathering, roadmapping, MVP planning, future feature delivery
Product Design: High-fidelity designs across mobile, desktop, and spanning marketplace and transaction management tooling.
Supporting materials: Pitch decks, proposals, test plans
Impact and Deliverables
5 auction campaigns initiated.
2 institutions engaged for platform collaboration (DW Drums, WPUNJ)
15+ user interviews conducted with major web3 artists and contributors.
Designed Saas Web3 tooling and marketplace.
Established a scalable responsive design system spanning mobile and desktop.
Designed, coordinated, and implemented featured auctions including multi-Grammy award winner Trevor Lawrence Jr. for his Superbowl performance auction.
Product Strategy for conducting R&D and validation, vetting of economics and sales strategy.
Disclaimer: All work described in this case study reflects my personal contributions, approach, and impact. I do not claim ownership of the final product, intellectual property, or any work for hire produced by the organization or team. This case study is intended solely to illustrate my role, decisions, and outcomes within the project.
