/ Case study

/ Case study

Shaping the future of digital identity

Shaping the future of digital identity

Shaping the future of digital identity

Avatar creator tools and NFT marketplace for pop culture’s leading avatar brand.

Avatar creator tools and NFT marketplace for pop culture’s leading avatar brand.

Avatar creator tools and NFT marketplace for pop culture’s leading avatar brand.

/ About the project

Genies is pop culture’s leading avatar brand — valued at $1B, with celebrity and luxury partnerships. We partnered with them to design their first digital fashion tools and avatar marketplace: a playful, expressive ecosystem for creating, styling, collecting, and sharing digital identity.

Genies is pop culture’s leading avatar brand — valued at $1B, with celebrity and luxury partnerships. We partnered with them to design their first digital fashion tools and avatar marketplace: a playful, expressive ecosystem for creating, styling, collecting, and sharing digital identity.

Genies is pop culture’s leading avatar brand — valued at $1B, with celebrity and luxury partnerships. We partnered with them to design their first digital fashion tools and avatar marketplace: a playful, expressive ecosystem for creating, styling, collecting, and sharing digital identity.

Over eight months, I led initiatives including UX strategy, IA and wireframing for the NFT Marketplace, and oversaw the design of the Genies Studio app and NFT Avatar Marketplace. Post-partnership, Genies raised an additional $65 million and re-engaged us to launch a closed beta for their artist community, now attracting top creators such as sgicreator, illumitati, and kat rose to name a few.

Client /
Genies

Design Director /
Shiera Rovillard

Design Lead /
Rasmus Anker

Product Designers /
Stefano de Rosa, Yoann Baunach, Vinícius Benvenuti, Bonga Mene

Persona or flow diagram placeholder

/ The challenge

Deliver an avatar creation experience and NFT marketplace that fosters authentic self-expression that's fun and creative, never rigid or transactional.

Deliver an avatar creation experience and NFT marketplace that fosters authentic self-expression that's fun and creative, never rigid or transactional.

Deliver an avatar creation experience and NFT marketplace that fosters authentic self-expression that's fun and creative, never rigid or transactional.

Over eight months, I led initiatives including UX strategy, IA and wireframing for the NFT Marketplace, and oversaw the design of the Genies Studio app and NFT Avatar Marketplace. Post-partnership, Genies raised an additional $65 million and re-engaged us to launch a closed beta for their artist community, now attracting top creators such as sgicreator, illumitati, and kat rose to name a few.

/ Who we designed for

We needed to define our target persona in order to truly understand their creator mindset and their avatar creation workflow

I led workshops and conducted secondary research on designing for Gen Z. Additionally, I collaborated with the client to conduct user interviews with individuals from the target audience, enabling us to accurately define our core persona.

Persona or flow diagram placeholder
Marketplace visual placeholder

/ The marketplace

The Warehouse turned wearables into collectible drops — timed collections, rarity, edition sizing, and a purchase flow that worked over a third-party wallet without losing the magic.

The Warehouse turned wearables into collectible drops — timed collections, rarity, edition sizing, and a purchase flow that worked over a third-party wallet without losing the magic.

The Warehouse turned wearables into collectible drops — timed collections, rarity, edition sizing, and a purchase flow that worked over a third-party wallet without losing the magic.

Warehouse drop screens placeholder