Redesigning a Web3 platform to reach beyond the expert bubble

NFT Price Floor

2023 - 2024

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The challenge

NFT Price Floor is a blockchain analytics platform — think of it as a "Trivago for NFTs" — where users can compare collections, learn, and buy at the best price. The product worked well for crypto experts. But it was completely inaccessible to beginners, which was limiting its growth and making it hard to attract investment.


As the only designer on the team, my task wasn't just to redesign a website, it was to introduce UX practices to a startup that had never worked with a designer before, and use them to open the product to a wider audience.

NFT Price Floor is the original gateway to the NFT ecosystem, where you can track and buy digital collectibles and other non-fungible tokens with the best data and marketplace aggregator in the market.


The main goal of the project was to completely redesign the main website to bring it to a new level of professionalism. The approach was clear: create a seamless and appealing user experience to boost site traffic, while also making the platform more attractive to investors.


The information architecture was redesigned to make it more intuitive and the visual interface was updated to give it a modern and coherent look, without losing its retro style. Additionally, we added new features to enhance user engagement.

"The product had a loyal expert base — but it was invisible to everyone else. The redesign had to serve both without alienating either."

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Research & findings

Given tight deadlines and limited budget, I ran guerrilla testing with beginner users, benchmarked similar platforms, and analyzed community feedback on social media — particularly Twitter, where the crypto community frequently discussed the product.


Three key problems surfaced:


  • Beginners couldn't read the main table. Core NFT terminology was unexplained, making the product feel like it required a degree to use.


  • The information architecture served only experts. New users couldn't find relevant sections — the structure assumed too much prior knowledge.


  • The product felt niche and inaccessible. The overall impression limited trust among new users and made it harder to pitch to investors.

The solution

The solution

The solution

Explanatory tooltips

Contextual definitions next to key NFT concepts, reducing the learning curve without dumbing down the product for expert users.

Reorganized information architecture

Reorganized information architecture

Restructured sections and improved content hierarchy so both beginners and experts could find what they needed without friction.

New sections for broader audiences

Added educational and discovery content that balanced the experience — making the platform feel welcoming without losing its analytical depth.

Design system from scratch

Built alongside another designer, defined components, states, and visual guidelines that ensured consistency across the platform and accelerated development handoff.

Impact


  • Expanded user base

Active users grew across multiple countries as the platform became accessible to non-experts


  • Investment secured

The startup successfully attracted investment after the redesign — partly driven by the stronger product experience


  • Dual audience served

Experts retained their power tools while beginners gained a clear entry point


  • Design process established

First time the team worked with UX methods — guerrilla testing, workshops, and a design system all introduced from scratch


Due to contractual agreements, I am unable to display all screens and design processes. Therefore, only a limited selection is presented in this project. If you’re curious to dive deeper, feel free to reach out!


  • Expanded user base

Active users grew across multiple countries as the platform became accessible to non-experts


  • Investment secured

The startup successfully attracted investment after the redesign — partly driven by the stronger product experience


  • Dual audience served

Experts retained their power tools while beginners gained a clear entry point


  • Design process established

First time the team worked with UX methods — guerrilla testing, workshops, and a design system all introduced from scratch


Due to contractual agreements, I am unable to display all screens and design processes. Therefore, only a limited selection is presented in this project. If you’re curious to dive deeper, feel free to reach out!

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Thanks for reading!

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Agustina Casale

Agustina Casale

Agustina Casale

PRODUCT DESIGNER

PRODUCT DESIGNER

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CONTACT

hello.aguscasale@gmail.com