End client: WWE | Consultancy: Rehab | Role: Lead UX Designer

Summary

This case study details the successful launch of WWE's first NFT platform, Moonsault, targeting their loyal fanbase. The challenge was to introduce a predominantly non-crypto audience to the world of NFTs and create a thriving community around digital collectibles featuring iconic WWE superstars and moments. By developing a user-friendly platform with an energetic design that resonated with the WWE brand, we were able to drive engagement and facilitate NFT trading among fans.

As the UX designer on this project, I have focused on creating an experience that was both accessible and exciting for WWE fans, regardless of their prior knowledge of NFTs.

Process & Results

• Niche markets exploration: Web3 and NFTs required a very analytical and technical approach. I had to reflect numerous nuances of this technology to the overall experience, including blockchain technologies, crypto wallets, decentralised trading, digital collectibles portfolios and token-based economics.

• Desk Research: Conducted thorough research analysis to understand the WWE fanbase, their technical proficiency, and their motivations for engaging with NFTs. This would include analyzing social media sentiment.

• Information Architecture & User Flows: Designed clear and intuitive navigation and user flows to guide users through the NFT marketplace, ensuring a smooth and enjoyable experience for both buying and selling. In addition, catering for hype and anticipation were key to the overall experience, thus one of the main delivery mechanisms were delivered through “pack drops”.

• Onboarding & Education: Considering the target audience's limited crypto experience, I prioritized creating educational resources and an onboarding process that demystifies NFTs and empowers users to confidently participate in the marketplace.

• Community Building: To foster a sense of community, I took in consideration integrating features like forums, chat functionality, and social media integration within the platform, encouraging interaction and knowledge sharing among fans.

• User experience and Branding: Ensured the platform's experience is consistent with WWE's brand identity, using bold imagery, dynamic animations, and a vibrant color palette to capture the energy and excitement of the WWE universe.

• Gamification: Explored incorporating gamification elements, such as rewards, challenges, and leaderboards, to enhance user engagement and encourage repeat visits.

• Impactful launch: Moonsault had a significant market impact including a high volume of NFT sales and active trading on the Moonsault marketplace. Growth in the WWE Universe Discord community with active participation and discussions. Lastly, a successful introduction of the WWE fanbase to Web3 and NFTs.

  The Moonsault site has turned into a community hub for the WWE fandom. As of September 2022, the secondary sales (fans trading with fans) volume was $79,337.92. Plus, the WWE Universe discord hosted on the website now has 6,183 members and rising.