Leading the groundbreaking NBA Top Shot

Client
Dapper Labs

Year
2018 - 2019

As the Lead Product Designer at Dapper Labs in 2019, I played a pivotal role in developing NBA Top Shot—a groundbreaking NFT platform that became one of the company's most successful products, surpassing $1.2 billion in sales, attracting over 1.6 million users, with 30m transactions.

Collaborating directly with the NBA’s team enabled us to create a product that authentically reflected the league’s brand and ethos. This partnership was crucial in developing iconic moments—from legendary plays to career highlights—that fostered a deep sense of ownership for collectors.

Working closely with Product Managers, UX Research, and UX Writing, I designed core user journeys, established technology frameworks, and developed a cohesive project vision that not only met current user needs but also anticipated the next generation of NFTs.

Together, the Project Manager and I spearheaded efforts to maximize user value—experimenting, researching, and iterating on our strategic vision with the team to ensure NBA Top Shot stood out in a competitive internal landscape.

Throughout, we focused on user-centered design by continuously gathering feedback through extensive user testing and research insights.

Through close collaboration with UX Research, we identified key user pain points in existing products—shaping our product direction across asset tangibility, onboarding, and the full product lifecycle.

Iteration enabled us to refine the user experience and optimize the value of digital assets like NFT card packs and moments.

A core strategy was ensuring leadership remained informed throughout development—keeping key stakeholders up to date with progress, decisions, and insights.

The Project Manager and I worked closely to align leadership’s vision with our product strategy, proactively addressing challenges along the way.

During this time, NBA Top Shot competed with multiple internal projects, evolving through several iterations to align with the broader vision.

Through our combined effort and strategic thinking, NBA Top Shot won out, gaining traction both internally and externally, ultimately becoming a flagship product for Dapper Labs.

Beyond designing core user journeys, I meticulously structured the UX architecture to ensure long-term scalability.

This involved developing comprehensive user flows to ensure a seamless experience—from onboarding to asset ownership.

I worked closely with cross-functional teams—including Product Managers, UX Research, UX Writing, and Engineers—to build a solid framework that could scale with future updates.

By carefully mapping out each user touchpoint and integrating it into the overall platform architecture, we ensured consistency and flexibility, allowing for easy iteration and adaptation as the product evolved.

This thorough planning process was key to delivering a cohesive and scalable UX for NBA Top Shot.

Check out NBA Top Shot

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Check out NBA Top Shot •

Check out NBA Top Shot

Process

1

Collaborate with leadership to ensure the project vision aligns with company objectives and broader NFT strategy

2

Explore and define the next generation of NFTs, focusing on how to add value to users through unique experiences like moments, tangibility, and ownership

3

Benchmark products, evaluate user feedback, and technological constraints to create a strong foundation for design

4

Share research-backed insights with Product Managers, UX Research, and leadership, ensuring proposals are rooted in user needs and company strategy

5

Work closely with UX Research, UX Writing, Visual Designers, and Engineers to craft a seamless user experience that balances desirability, usability, and business goals

6

Conduct extensive user testing and gather qualitative feedback through research to refine the product’s value, optimizing the experience and addressing any pain points

7

Establish a solid launch plan, keep leadership informed of progress to continuously refine the UX based on post-launch performance and user feedback

The takeaway

As the Design Lead, I aligned the team’s efforts with company goals, delivering a product that resonated with users and provided a seamless, engaging experience in the then emerging NFT space.

By fostering collaboration between PMs, UX Research, and leadership, we successfully navigated a complex, rapidly evolving landscape—delivering an innovative product that continues to set the standard in the digital collectibles market.