Leading the groundbreaking NBA Top Shot

Client
Dapper Labs

Year
2018 - 2019

In 2019, as the Lead Product Designer at Dapper Labs, I played a pivotal role in the development of NBA Top Shot, a groundbreaking NFT platform that has become one of the company’s most successful products, surpassing $1 billion in sales and attracting over 1.5 million users by February 2023.

Working directly with the NBA’s team allowed us to create a product that authentically reflected the league’s brand and ethos. This partnership was crucial in developing moments that resonated deeply with fans, from iconic plays to career highlights, creating a real 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, PM and I spearheaded an effort to bring more value to users, experimenting, researching, and discussing strategic ideas 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.

By collaborating closely with UX Research, we established a clear understanding of user pain points with existing products - which informed our product direction - from tangibility of the assets to entire onboarding & lifecycle the product.

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

One of our core strategies was keeping leadership informed throughout the development process, ensuring that key stakeholders were always up to date with our progress, decisions, and insights.

PM and I worked together to communicate effectively with leadership, helping align their vision with our product strategy while addressing challenges along the way.

During this period, NBA Top Shot faced competition from multiple internal projects as it went through many versions toward the greater 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.

In addition to designing core user journeys, I meticulously planned each aspect of the UX through robust architecture planning.

This involved developing comprehensive user flows that ensured a seamless experience from onboarding to asset ownership.

Working closely with cross-functional teams, including Product Managers, UX Research, UX Writing, and Engineers, to create 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, my work aligned the team’s efforts with company goals and ensured we delivered a product that resonated with users, providing a seamless and engaging experience in the emerging NFT space.

By fostering collaboration between PMs, UX research, and leadership, we were able to successfully navigate a complex, rapidly evolving landscape and deliver an innovative product that continues to set the standard for the digital collectibles market.