Check other projects

Galley Exchange -
wip 🚧

As the Product Designer and project lead, I drove the end-to-end design of Galley, a B2C decentralized marketplace for rare gaming and anime NFTs, providing a way for users to earn yield and trade assets through liquidity pools and auctions. Within weeks of the first version launch, the product attracted over 5,000 organic users, highlighting the appeal of a secure, gamer-centric approach in the NFT space.

Company

Guru Labs & AdmiralDAO

Role:

Product Designer

Segment

NFT | Web3 | Blockchain

Website:

Galley.exchange

The Challenge

The Challenge

The Challenge

Establishing confidence in a distributed system

With most NFT traders favoring traditional, centralized platforms, our challenge was to design a decentralized experience that instilled trust and simplicity. Galley Exchange needed to feel inviting for gamers and collectors cautious of DeFi complexities, while still delivering the advanced trading options they valued, fostering confidence to trade rare NFTs securely.

Through conversations and feedback from Web3 partner companies, we identified a common complaint among marketing executives and community managers.

While large quest platforms in the space delivered positive results, their model allowed users to discover and complete quests from competitors, harming user retention. This revealed an opportunity and challenge: to create a solution enabling companies to have their own gamification hub, integrating quests from other platforms while also offering their own internal quests.

Through conversations and feedback from Web3 partner companies, we identified a common complaint among marketing executives and community managers.

While large quest platforms in the space delivered positive results, their model allowed users to discover and complete quests from competitors, harming user retention. This revealed an opportunity and challenge: to create a solution enabling companies to have their own gamification hub, integrating quests from other platforms while also offering their own internal quests.

Initial Research

Initial Research

Initial Research

Identifying the trader and collector behavior

Interviews with NFT traders revealed that our core users were avid gamers and pop culture enthusiasts, eager to explore new platforms yet cautious about security when investing heavily in digital assets. Through empathy mapping and competitor analysis, I identified a strong demand for intuitive, user-friendly designs that could simplify DeFi, while visually resonating with a gaming-focused audience.

Branding

Branding

Branding

A visual identity that resonates with gamers

To build Galley Exchange’s identity, we partnered with AdmiralDAO, a DAO with a portfolio of ship-themed decentralized projects. The name "Galley" not only refers to a type of ship but also subtly hints at "gallery", aligning well with an NFT marketplace. To resonate with our gamer and NFT-collector audience, I shaped the brand’s aesthetic around a sci-fi space theme, creating a sense of adventure, positioning Galley as a trusted platform for treasure-hunting digital assets.

To build Galley Exchange’s identity, we partnered with AdmiralDAO, a DAO with a portfolio of ship-themed decentralized projects. The name "Galley" not only refers to a type of ship but also subtly hints at "gallery", aligning well with an NFT marketplace. To resonate with our gamer and NFT-collector audience, I shaped the brand’s aesthetic around a sci-fi space theme, creating a sense of adventure, positioning Galley as a trusted platform for treasure-hunting digital assets.

To build Galley Exchange’s identity, we partnered with AdmiralDAO, a DAO with a portfolio of ship-themed decentralized projects. The name "Galley" not only refers to a type of ship but also subtly hints at "gallery", aligning well with an NFT marketplace. To resonate with our gamer and NFT-collector audience, I shaped the brand’s aesthetic around a sci-fi space theme, creating a sense of adventure, positioning Galley as a trusted platform for treasure-hunting digital assets.

Wireframing and sketching

Wireframing and sketching

Wireframing and protor

Wireframing and sketching

Defining the Core Experience

After sketching the wireframes, I crafted the desktop and mobile UIs, using clear indicators for rarity and easy pathways to buy, sell, or stake assets.

Final designs

Final designs

Final designs

Sharpening the UX

he completed design embraced a dynamic, gamer-friendly aesthetic that communicated both reliability and excitement. With a rarity indicator and seamless wallet integration, Galley Exchange made complex DeFi tools feel accessible and engaging, tailored perfectly for our target users.

Customization

Customization

Customization

Flexibility as a Key Differentiator

A major strength of Questly is its white-label approach, allowing full customization to match any client’s branding. My focus was on designing highly adaptable UIs—clients could use the admin panel to customize everything from logos and color schemes to wording within the user experience.


This enabled brands to create unique, tailored experiences for their communities. For instance, Clipper, whose branding revolves around pirate themes, could rename their rewards inventory to “treasure chest” and team names to “ships,” creating a more cohesive and engaging user experience.

Results

Results

Results

Proving the Power of Gamification

By the end of our first development phase, Questly secured deals with Clipper and SushiSwap, two prominent players in the Web3 space.


Clipper used Questly for their Sail Token ($SAIL) launch, attracting 30,000 active users who competed in quests, both internal and third-party. This marked a significant milestone for Questly.


SushiSwap leveraged Questly for a $TOSHI trade competition, resulting in over $1 million traded during the event, highlighting the effectiveness of our gamification strategy.

Don't delay your next big product decision

Connect with me

Home

Linkedin

© 2024 Marcel Vinotti

© 2024 Marcel Vinotti