The case study covers:

Target Audience

Customer Journey

Marketing Landing Page Redesign

Wolf Den UX Research

Wolf Den Redesign & Product Walkthrough

User Feedback

The Problem

The Hungry Wolves stakeholders wanted to increase user engagement inside the game but felt their users where unhappy due to the lack of users participating.

Drawn from our research, we determined players weren't excited to play the game because the experience was confusing, the interface felt outdated, and players wanted more excitement from the community.

To increase user engagement, we decided the user experience required a redesign, player versus player plus wolf upgrade features should be added, and the project required a marketing relaunch. This way, we could excite the existing players and adopt new players to the project.

What is an NFT?

You may have heard the phrase NFT talked about on social media, at the workplace, or on the daily news. “NFTs (non-fungible tokens) are unique cryptographic tokens that exist on a blockchain and cannot be replicated. NFTs can represent real-world items like artwork and real estate. "Tokenizing" these real-world tangible assets makes buying, selling, and trading them more efficient while reducing the probability of fraud.” — Investopedia

If that went over your head, think of an NFT as a deed to a house or the Monalisa. There can be only one owner, and the blockchain is a digital ledger that proves your ownership. What makes this space interesting is the technology offers a secure way for individuals to deal directly with each other, without an intermediary like a government, bank, or other third parties.

Target Audience

The NFT audience understands cryptocurrency and regularly collects and Invests. 24% of men and 21% of women buy NFTs — research from Statistica

Age

18-34yrs

Income

$150K+

Location

Tech Hubs

Customer Journey Map

The journey map below covers the customer's experience purchasing a Hungry Wolves NFT and unlocking their NFT's game mechanics.

Marketing Landing Page Site Map

The site map below covers the customer touch points for the new landing page.

Before & After Redesign

Wolf Den UX Research

The Hungry Wolves Wolf Den is where holders unlock their NFTs game mechanics, earn dominance, and challenge other players. During my research inside the Hungry Wolves Discord support channel, I noticed 2 common user pain points experienced inside the Wolf Den:

1. The user experience is not mobile responsive.

The mobile experience did not render pages in a digestible way. Especially on long tables of data.

2. The Hungry Wolves platform had trouble registering "eat sheep" transactions.

Users had difficulty locating their recent transactions when they used the eat sheep feature to feed their wolves (An issue I experienced myself). That led them to believe their transactions did not go through or were still pending. This led to a lot of frustration and redundant support complaints.

Insights

Most members in the Discord channel enjoyed the community and loved the game mechanics that allowed them to become more connected with their NFTs. They were craving a more intuitive user interface that was easy to use and provided instant feedback once their wolves had consumed delicious sheep.

Through more research, I discovered on average, it usually takes anywhere from 15 seconds to five minutes to process ETH transactions, depending on the amount you pay as a transaction fee and network congestion at the time. Check out this article on CoinDesk to learn more about Ethereum transactions.

Due to the current constraints of Ethereum, I knew it would be challenging to satisfy the user's need for their wolf's dominance score to increase instantly after consuming sheep. But I thought something could be done in the experience to help alleviate some user frustration. I got buy-in from the founders to let the users know how long it would take for their dominance scores to increase after their wolves consumed sheep.

Wolf Den Site Map

The site map below covers the Wolf Dens touch points that allow Hungry Wolves NFT holders to access the game mechanics of their NFTs.

Before & After Redesign

Wolf Den Designs

The designs below cover the five core features of the Wolf Den. Wolfpacks, eat sheep, challenges, upgrade store, and leaderboards.

Wolfpacks

Only users who have a Hungry Wolves NFT in their connected wallet can enter the Wolf Den. Once their wallet is connected, they can join a wolfpack based on the traits of their primary wolf.

Eat Sheep

Every month players receive airdrops to their wallets. These airdrops contain free sheep NFTs the players can feed their wolves to earn more dominance points. Players acquire one sheep per Hungry Wolve they own (e.g., If a player owns five wolves, they gain five sheep each month). Each wolf can only eat three sheep a month to make things fair for players who own multiple wolves.

Challenges

Challenges are where the fun starts! Players can challenge each other and receive rewards based on the metadata rank of their wolves.

Upgrade Store

It's time to upgrade! Once a player has collected enough dominance points, they can trade in their points to update the visual traits of their wolves.

Leaderboards

It's time for bragging rights! Leaderboards let's players see how they rank against other players and gives them a goal to strive for.

User Feedback

The response to the redesigned Wolf Den experience was received well. The players gravitated strongly toward challenges, and the Hungry Wolves team used a Twitter Bot to share the challenge results. 100+ battles took place within the first hour of the launch of the new site.