Massmarket
Creating a decentralised e-commerce experience powered by cryptocurrency payments.
Overview
“A blockchain marketplace is not controlled by any corporate entity (decentralisation!). It connects consumers, sellers, and producers directly with each other through a decentralised peer-to-peer (p2p) network, transparently and directly, without the need for intermediaries.”
Massmarket approached me to design a new e-commerce experience built on blockchain technology. The brief was to create a platform where users could launch their own decentralised shops, with crypto wallet integration for both store setup and customer transactions.
This was my first time designing within a blockchain context, which introduced a distinct set of challenges, no conventional server architecture, wallet-based user flows and the need to balance familiarity with technical complexity.
I led the research phase, including competitor analysis and stakeholder interviews, before moving into UX design: wireframing, prototyping, and iterative testing with the internal team. The final interactive prototypes were handed over to development with detailed flows and annotations, ready for implementation.
My tasks
UX research
Product design
Design system
The team
1x Product designer
3x Web developers
1x Project manager
The Challenge
My aim was to take the project from initial concept through to handover. Initially I wanted to start with competitor research to understand how others approached similar problems and to identify opportunities to improve established commerce user journeys. A key focus was the integration of digital wallets and authentication into the purchasing flow, ensuring it felt seamless and intuitive.
With foundations in place, I then planned on moving onto wireframing and prototyping with the goal of rapidly wireframing ideas to enable the team to test ideas internally and assess technical feasibility. Finally I wanted to deliver a styleguide which was clear and practical to support the handover to engineering.
Ideate
Following some initial discovery work, I mapped out the full range of user flows across the platform, accounting for each distinct user type. This helped shape the structure of the wireframes and ensured that each page was designed with clarity and intent. While the e-commerce side could draw on familiar patterns, the onboarding flow for new shop owners needed a more bespoke approach. I designed a system that allows users to set up their shop and securely retrieve login credentials directly from the blockchain without relying on conventional contact methods like email.
Prototype
As this was the first iteration of the product, the client asked for a clean, minimal styleguide - something functional without locking them into a heavily stylised direction too early. Many blockchain-based platforms favour a stripped-back aesthetic, which they were keen to continue.
With the styleguide in place, I moved on to prototyping the full set of required pages. I’ve included a few mobile and desktop examples here. To keep things efficient, I used Bootstrap as a foundation its built-in components closely matched the client’s needs and allowed the development team to move quickly.
Conclusion
The project ran over a couple of months, with a few ad hoc updates along the way including some promotional assets towards the end. It was a particularly interesting one for me, as it marked my first time designing for both blockchain integration and crypto wallet interaction. I’ve got a strong interest in Web3, and I’d love to take on more projects in this space.
Let's connect
If you'd like to have a conversation about your upcoming projects or need ongoing support, I'm available to chat about new opportunities. Feel free to reach out to me directly via email or connect with me on LinkedIn.