Designing a centralized mobile app for one of the world's most recognized NFT collections, making web3 accessible for both die-hard collectors and curious newcomers.
Design an app that allows existing Doodles users to access all information regarding Doodles in a centralized location, and for the app to be equally accessible and welcoming to new users exploring web3 for the first time.
Doodles had built one of the most beloved brands in web3. But there was no mobile app, no single place to go. Their information, drops, and community were scattered across multiple websites, Discord channels, and social platforms, creating high friction for loyalists and an insurmountable barrier for newcomers.
At the time of this project, Doodles had no centralized platform or mobile app. Key information was distributed across multiple destinations: OpenSea for trading, Discord for community, Twitter for announcements, and separate sites for project news. This created three core self-service challenges:
I conducted 10 user interviews across the target demographic of men and women aged 18–26. I mapped findings onto empathy maps to identify core emotional drivers, frustrations, and mental models around NFT ownership and web3 participation. Two clear personas surfaced from the data.
The final design uses Doodles' sky blue as the primary background, warm, inviting, distinctly not a typical crypto app. The pink collection palette carries through the NFT detail view and navigation, while white phone surfaces keep content clean and readable.
This project was acknowledged by the Doodles team directly. While the app was never developed into a shipped product, the project became a meaningful proof point for my ability to design in emerging spaces, and directly opened doors to ongoing web3 design work.
If I were to continue the project, I'd push in three directions:
