top of page

NFT De-Fi Marketplace Website
 — Case Study

The Problem

Context & Brief

Carbon is a digital platform and marketplace showcasing the most cutting-edge and collectable fashion imagery and storytelling. Carbon is creating a destination for the world’s leading fashion creatives to present and monetise their most innovative work within the new digital NFT economy, providing them with a highly curated platform.


The start-up was founded in 2020, and Carbon initially started with a mobile app concept for users to trade crypto and NFTs (Non-fungible tokens) on their platform. When I joined the organisation in June 2021 to work on the mobile app project, the trend in the fashion NFT space and Web3 exploded. As a result, the company had to adapt to the times and changes by moving to the desktop website space to become more accessible for crypto natives and fashion crowds. 

My role

  • Competitor Analysis – Studying existing user flows.

  • Structuring the UX/UI flows via Site Maps and User Flows.

  • Collaborated with Stakeholders, Developers, UX designers and Graphic designers.

  • Reviewed branding and implemented concepts to create our design system. 

  • Generated wireframes from low to high fidelity. 

  • Presented work to stakeholders on the findings and problems to be solved.

  • Drafted presentation decks for stakeholders to show to investors. 

  • Copywriting on how the platform and purchasing process works.

Key deliverables

The required deliverables for this project were:


  • Research how other Web3 NFT marketplace user flow works

  • Strategise and design the features needed for the MVP

  • Site map CARBON’s website/mobile app/SaaS platform

  • Concept wireframes

  • User Flows and Screen Flows

  • Deliver high-fidelity mock-ups


Successfully launched CARBON’s first website design in May 2022:


  • Metazine page – curated content of upcoming NFT drops.

  • Allow users to connect with their Web3 decentralised wallets.

  • Buy NFTs with ETH (Ethereum).

  • Notify users of upcoming projects.

  • Engage users by having their very own profile to showcase their NFT collection.


Live Client




Jun 2021 - Sept 2022

The Problem

How can users buy and trade NFTs via the website?

How will users connect their Web3 wallets to CARBON’s platform?

What cryptocurrencies can be used on CARBON?

What is our target audience and how knowledgeable are they? 

What is CARBON offering that other competitors don’t?

The Process

Client Kick-Off Meeting at Banjo Robinson’s headquarters


Competitor Analysis

The competitors had little to no content on the artwork and the story behind why the artist produced it. 

User Stories


MoSCoW Method

After gathering all the research, I proposed using the MoSCoW method to create an MVP. This allowed both the design and development team to work efficiently and agile.


Using the MoSCoW template, I drafted and iterated the sitemap to structure out how each sections of the website can be accessed.


Wireframes Version 

I started designing basic wireframes needed for the website using the sitemap as a reference.



Product page

Final Design for product launch

I collaborated with the creative team to create the final website design. I also contributed to extending CARBON's design system to ensure the design language is the same throughout the rest of the website.


User Feedback

After a week of launch, CARBON received several feedback from users saying:

Design changes

Based on the user's feedback, I've decided to add another option for users to either connect with an external decentralised wallet or sign-in with CARBON, and make the phone number text field to be optional. After making the change, users gave positive feedback of the changes.

Connect to CARBON pop-up

Sign-up page


If I had more time on the project...

  • Conduct User Testing to discover any underlying pain points with the current website user experience and find opportunities for improvement by comparing my assumptions with users. 

  • Conduct User Interviews or Guerilla Research to understand CARBON’s target audience, which will help better design decision-making. Even if I'm interviewing 2-5 people, me and the team would be able to know what features to prioritise, rather than assuming what the best user experience is for the user.

  • Learn how to get stakeholders to buy into user research

What would I have done differently?

  • Conduct and plan out how User Research can be done to achieve the best user experience.

  • Explore more UI & Graphic inspirations to achieve more engaging and appealing designs. 

  • Establish what the MVP is at the early phase of the project so that I am not overdesigning.

bottom of page