Albert Monkey

Albert Monkey is an assembled and disassembled NFT toy

Background

From 2019-2021, The turnover of NFT rose to 12.7 billion. Albert Monkey wants to stand out by creating an exquisite image, a special exchangeable mechanism, and a community operation.

We are a team made of developers, designers, crypto-crazy lovers/managers, and an investor.
I made a lot of digital art in college, and it’s hard to maintain its value Or sell it. After graduation, I was hired to design the first generation of images. Surrounding this character, I created the online purchase experience on the Ethereum community and upgraded it for three years.

Duration

3 seasons

Tool

AI, PS, Sketch, 3D Rendering tool.

Role

Creative director, Lead designer

TEAM

Developers
3D Modellers
PM

Work

Branding, Visual guidance, Background Story, Character Design, Market material, Branding material, Website, Video Cut, Motion Graphic

Solusion

I design all you see on this website. Including character, visual system, website, and Branding.

Challenge

65% of buyers responded with a low level of engagement. How to smooth the browsing and buying experience for multi-platform conversions

Affects

After we opened our white model, the community started to create incredible fanmade.

Currently, there are over 2,300 members on Discord and 500+ on Twitter, with 60% daily interactions.

Character Design

Phase 1: Design Research

Target User

Traget users: in 2019
Newcomers
Funding /Shareholders

Target users: in 2021
Newcomers
Old customers
KOL
Funding /Shareholders

Pain Point

Which part doesn’t work out?

When do you give up the purchase?–Here is some Data (Collaborate with the Dev team)

Why do you feel a low level of engagement?

Competitors Analysis

How did they solve similar problems? What are the key features of our products?

80% of our competitors have only gone through one generation of selling. The long-running NFT, they are very focused on the operation of the brand and the storytelling

Only 1% of the market uses 3D images. For innovation, we should keep highlighting our ” 3D” Identity (work with a market researcher, in the first season)

Key Insights

we have a deeper understanding of users’ needs. when they feel a low level of engagement, their deeper needs are actually:

Refine the project focus： Product/ visual Design-Increase customization, and create a website that fits the features of the new product

Phase 2: Design

Web design

User Journey Map

Before

After

Lo-Fi to Hi-Fi

The new product features assembled and disassembled, and the specificity of the gameplay makes it difficult for newcomers to get started

The new purchase was not a continuous experience. Albert moved the sales portion to the Opensea platform, and users had to swap between the two platforms.

Solution: On-boarding guiding video + journey map

On-boarding video

Language accessibility. Albert Monkey’s customers are from different countries.
Solution: the context is designed to be easy to translate, including the photo’s title and description.

Easy to navigation and purchasing. The information architecture for the website.
Solution: A/B testing

Maintain a pleasant and smooth user experience. In 2019 Ethereum was in a bad technical environment, 404, and delays always happened.
Solution: Interesting 404 pages

A/B testing

Iteration

Before

After – Hand- off Design

Visual & Branding

Branding Concept

Character Design

Detail for each generation

First generation

Second generation

Statement: NFT monkeys with their own identity, story, and worldview.
Keywords: worldview, storytelling, website update.

Hover to see the sketch

Third generation

For the third generation, we have homed in on the changeability of the digital world. Inspired by our childhood memories of friends exchanging parts of their toys to make better versions, we hope to recreate the excitement and happiness that such exchanges would bring among the owners by making the Alberts easily unbundle-able and trade-able.