Strategy

Building a cross-IP metaverse game hub: The core product strategy focused on "asset (NFT) empowerment" and a "cross-IP ecosystem." By creating a metaverse theme park where a single NFT (One-for-All) grants access to all games on the platform, players can enter Web3 seamlessly — transcending the lifecycle of traditional game assets — while the business establishes an early foothold in the Web3 market.

For B2B: Lower the barrier to entering Web3 by providing a platform for NFT issuance and inviting game publishers to join, accumulating platform value.
For B2C: Provide a trading platform that enables game assets to circulate freely.

1. Multi-IP NFT Auction & Trading Market — A cross-IP NFT launching and auction platform where players can trade, mint, open blind boxes, and bridge across chains.

2. P2E System — Intuitive flows that lower the barrier to Web3 interaction, giving players visibility into their P2E earnings and building long-term engagement.

3. Asset Empowerment — Through P2E, item usage, and breeding flows, players can enhance the value of their own assets, increasing market activity and trading incentives.

NFT offer flow: from entering an amount to confirming the time window, with contextual hints during the waiting period to reduce user anxiety.

NFT detail page: information prioritized by what users care about most, accelerating purchase decisions and driving revenue for the platform and sellers.

Design Process

Overview:

1. Market Research: Analyzed leading products including Opensea, Axie, and Sandbox; deconstructed P2E, NFT, and crypto wallet trading mechanics.

2. Requirements Alignment: Collaborated with PM to define product specifications and worked closely with the engineering team to ensure UI flows were compatible with blockchain logic (wallet signing, on-chain confirmation, etc.).

3. Build the Foundation: Established the visual identity and built a design system from zero, laying the groundwork for long-term feature iteration.

4. Iterate and Deliver: Weekly iteration cycles with defined timelines and handoff.

Design team responsibilities:

1. Brand Visual & Experience: Led logo proposals and definition; designed campaign landing pages to improve conversion and attract players.

2. Design System: Defined color, typography, component library, and micro-animations — a scalable system built to reduce development and maintenance costs.

3. Product Architecture: Planned flows and wireframes to simplify interactions and reduce cognitive load; built prototypes for testing and iterated based on feedback.

Challenges

Balancing blockchain logic with user experience:

• Challenge: Blockchain logic differs significantly from conventional financial products, making it less intuitive for new users and easily to drop-off or distrust.

• Response: For complex flows and terms — wallet signing, gas fees, cross-chain, swap slippage — I added contextual hints at the right moments, hid non-essential details, and surfaced only the most important information to keep the experience smooth. NFTs launched in testing and on the platform sold out, validating the flow's usability.

Visual management across diverse assets:

• Challenge: The platform's goal was a "metaverse theme park," requiring it to host assets from different IP styles. How do you design a platform that accommodates variety without feeling cluttered?

• Response: I approached the interface with a neutral visual theme, systematised components to handle complex traits displays, and tested with different IPs before finalizing with stakeholders.

The design component library reduced development costs and improved consistency across the team.

Cross-team collaboration and maintenance:

• Challenge: In a fast-iteration environment, I needed to divide work with another designer while frequently syncing with PM and engineering. Ensuring no gaps emerged from the division of labour — and delivering on schedule — was a management challenge.

• Response: I defined the design system, built the component library, and established layout logic as the shared standard. Early on, we researched competitors and flows together to ensure everyone understood the blockchain logic. This eliminated output inconsistencies between designers and allowed the engineering team to reuse components — reducing rework and improving delivery speed.
  In the mid-to-late stage, the design system freed up time previously spent on rework, allowing me to redirect design capacity toward external needs such as campaign visuals and landing pages, while the other designer continued developing product features.

Modular campaign pages — eliminating most repetitive work.

Designed motion experiences to reduce perceived wait time.