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Illiquid Labs NFT Marketplace
When we first met the Illiquid Labs team in late 2024, we saw untapped potential. They had created a unique NFT trading platform in the Terra ecosystem with a fun, retro 8-bit style that crypto fans loved. But they faced a problem: new users found it hard to use, and even regular users struggled with certain features.
Product Design
Webflow
Web3
SEO Webflow
Brand
The Challenge
"We love our look," said Marcus, the founder. "But we need to make the platform easier to use if we want to grow."
As we explored the site together, we saw what worked and what didn't. The pixelated design was charming but made trading complex. The basic color scheme limited expression. Most importantly, users couldn't easily find enough information about NFTs to make good trading decisions.
Our mission became clear: keep Illiquid Labs' unique personality while making it user-friendly for everyone.
Our Journey
Learning What Users Need
We started by studying successful NFT platforms like OpenSea and Foundation. We talked to users with different levels of crypto experience and looked at what competitors were doing well.
"I like that Illiquid has character," one user told us, "but I need more information to feel confident when trading."
We heard this theme repeatedly. People wanted a platform with personality that was still easy to understand.
Our research showed that the best Web3 platforms blend new ideas with familiar patterns, creating bridges between traditional websites and blockchain features.
We also discovered that detailed design mockups would help the small Illiquid Labs engineering team build the platform faster, saving time and resources.
As we gathered insights, three main types of users emerged who would guide our design choices.
The People
We Design For
First, we met Alex, a 28-year-old who collects NFTs and has some crypto knowledge. He wants to find unique digital art but worries about making bad investments.
"I research for hours before buying," Alex shared. "If I can't easily learn about the creator and history of an NFT, I look elsewhere."
Then there's Maya, a 34-year-old digital artist new to crypto. She finds NFT platforms technically challenging.
"I just want to share my art," Maya said. "Every minute spent figuring out the platform is time I'm not creating."
Finally, we met Raj, a 31-year-old developer who loves the Luna ecosystem. Even with his tech skills, he found limitations.
"Terra has so much potential," Raj told us. "But we need better tools and more connected experiences."
Following these users through their journeys showed us where people got stuck – from finding NFTs to completing trades and managing their collections.
Our Creative Process
Building Something Better
With these insights, we began transforming Illiquid Labs. First, we expanded the color palette beyond just primary colors, adding shades that created depth while keeping the playful feel. We improved the typography to make text more readable without losing the retro style.
"This still feels like us, but more grown-up," Marcus said when we showed him our direction.Next, we reorganized the site to put the most important information front and center – clear NFT images, detailed attributes, creator profiles, and trading history – all easy to find without excessive clicking.
We created detailed design mockups that the engineers could follow directly, saving hours of back-and-forth during development. We simplified every step of the trading process and tested it with real users.
"This actually makes sense," one tester said after completing a mock trade quickly.We also built a complete design system documenting every button, card, and interaction. This wasn't just for the current site – it created a foundation for Illiquid Labs to grow in the future.