Introduction
The Rise of NFT Avatars
NFTs gained popularity in 2021 as a symbol of status on social networks. However, anyone could download and use them as profile pictures, reducing the uniqueness of the NFTs. COMOCO, a new web3 start-up, recognized the untapped potential of NFTs and aimed to provide a solution to help NFT owners showcase their digital assets to the community in an engaging way.
The Challenge
As the only product designer on the team, I had to take on an end-to-end role in developing the product, from concept development to prepare pitch for potential investors and UX/UI design. Additionally, the rapidly evolving web3 industry required me to learn quickly and adapt to changes.
The Outcome
I led the product design from concept to launch. COMOCO Lens successfully launched to the market in 2022, receiving positive feedback from early adopters. The product has created a new use case for NFTs beyond being a status symbol on social networks. The impact of COMOCO Lens can be significant in shaping the future of digital identity and online communication.
Business Goal
Attract potential investors by offering cutting-edge products and services that meet the needs of the emerging web3 industry.
Problem Statement
How might we enable NFT owners showcase their digital assets to the community in an engaging way?
Early Concept Pitch
Three Objects to Express the Experience
To gain the buy-in of potential investors, we presented our early concept of COMOCO Lens. In the pitch, we used three objects to vividly express the experience that the product would offer. The presentation received very positive feedback from early investors, paving the way for the product's development.
3D Printer
Just as the 3D printer in Westworld creates lifelike hosts, COMOCO transforms a flat NFT image into an immersive 3D avatar.
Moving Portrait
Like the magical moving portraits in Harry Potter, Comoco's 3D avatars can interact with others in various online settings.
Transformation Biscuits
Similar to the Animal Transformation Biscuits in Doraemon, Comoco enables users to transform their appearance into any avatar they choose.
Competitive Landscape
Our Unique Proposition
In the current market, there are several competitors, such as Twitter NFT Profile, Zoom 3D avatar, Ready Player Me, CryptoVerse, and Avatar Maker. However, what sets us apart is our unique proposition — COMOCO Lens transforms NFTs into 3D avatars that are accessible in online meetings and events.
Minimum viable product test
Use 3D Avatars for Online Meetings
At the early stage, our assumption was that by transforming NFT images into 3D avatars and enabling users to use them in online meetings, we could provide NFT owners with a unique and valuable way to showcase their identity. We developed our MVP version - a virtual camera app to test with early users from the NFT community.
User Feedback: Highs and Lows
Discovered Opportunity Areas
Community Social Events
There is a demand for using 3D avatars on informal or casual settings. This makes it an excellent tool for community social events, which can further enhance the sense of belonging within the NFT community.
Content Creators
Another potential use case is for content creators. By using 3D avatars to represent themselves in video recordings, content creators can add a unique touch to their content and enhance engagement with their audience.
Design THINKING
Growth Flywheel for COMOCO
After conducting MVP testing and aligning with the executive team on the opportunity areas, we have reframed our design strategy and made iterative improvements to the product. Our growth flywheel is based on three key stages: Stage 1 — To attract high-value users by focusing on Bluechip NFT owners and improving product experience for them.Stage 2 — To engage with the community by incentivizing power users to become advocates.Stage 3 — To expand the reach by streamlining the experience.
Design Solution — STAGE 1
Attract power users
By focusing on Bluechip NFT owners and partnering with communities such as Doodles, Bored Ape Yacht Club, and Azuki, we can attract high-value users who are likely to share their experience with others. To achieve this goal, we made strategic refinements to the product that cater to their needs and help them showcase their status symbol. These include:
Interactive 3D avatars Powered by AI
Our platform enables users to create interactive 3D avatars that can be customized to match their NFT images. The COMOCO AI technology tracks their facial expressions and hand gestures, providing an immersive experience that establishes their status as collectors and strengthens the sense of community during events.
Easy Video Creation and Sharing
Our recording feature allows Bluechip NFT owners to easily create and share engaging video content on social media, showcasing their 3D avatars and gaining exposure for our product. This results in attracting more high-value users to our platform, creating a snowball effect of growth.
Design Solution — STAGE 2
Engage with the community
We created a dedicated Discord and Twitter channels to connect with our Bluechip NFT owners and prospect community. By encouraging power users to share their experience and incentivizing them to do so, we can foster a sense of community and promote our product to a wider audience. Additionally, we added a user testimonial section on our marketing site to showcase the positive feedback and experiences of our users, which can build trust and encourage new users to try our product.
Design Solution — STAGE 3
Expand to Broader Audiences
As our user base grew, it became more challenging for our marketing team to manually handle a large volume of requests. To address this, we launched the COMOCO Sculptor service, which automates the process of transforming NFT assets into 3D avatars. This resulted in a more seamless and efficient experience for NFT owners, allowing us to expand our reach to a broader audience and drive further growth for our product.
The Impact
Revolutionized digital identity possibilities
COMOCO Lens has created a new use case for NFTs beyond just being a status symbol on social networks. It opens up new possibilities for shaping the future of digital identity and online communication. From a business perspective, COMOCO Lens has the potential to generate revenue through various channels, such as subscription fees, transaction fees, and partnerships with NFT marketplaces and online platforms.