daChain was a curated NFT marketplace built to bridge the gap between global brands, institutions, and the fast-growing world of digital collectibles. As Head of Product Design and the company’s second employee, I was responsible for shaping the entire user experience across web and mobile, from the first sketches to the production-ready platform.
Context
Launched at the height of the NFT boom in 2021, daChain positioned itself as a premium, trustworthy alternative to the chaotic landscape of open NFT marketplaces. It provided brands, artists, and institutions with a secure environment to distribute official digital collections, while also offering users a seamless experience powered by the proprietary daCoin cryptocurrency.
Details
Company:
daChain LTD
Time Frame:
Sep 21 – Jun 22
Role:
Head of Product Design
Involvement:
Web Interface, App Interface
Overview
My role covered end-to-end product design: marketplace, dashboard, wallet integration, payment flows, and supporting infrastructure for both iOS, Android, and web. The goal was to make NFTs approachable and professional, focusing on usability and credibility in a space that often felt confusing or speculative.
Challenge
Designing a product that balanced the expectations of two very different audiences—large institutions launching branded NFT collections and everyday users discovering digital assets—was a major challenge. At the time, NFTs were plagued by scams, poor UX, and technical barriers. Our mission was to simplify the onboarding, inspire trust, and give the product a strong visual identity that felt curated, not chaotic.
Process
began with comparative research, analyzing both existing NFT marketplaces and traditional e-commerce flows. From there, I worked closely with the founders and early partners to define the product’s tone and usability standards. Through rapid iterations of wireframes and prototypes, I shaped an experience where institutional clients could easily launch collections while end-users could browse, purchase, and manage assets intuitively. Particular focus was given to a modular UI system, ensuring the marketplace, wallet, and dashboard shared a consistent design language. The visual palette leaned toward dark, premium tones with strong visual accents, reinforcing the platform’s curated feel.
Solution
The final design delivered a cross-platform NFT marketplace with a seamless purchase experience powered by daCoin. Collections were displayed in a curated gallery style, with clear rarity filters and category browsing. The wallet and payment flow were streamlined to remove friction, allowing users to move from discovery to purchase in a few taps. On the client side, institutions gained a dashboard where they could manage drops, track sales, and engage with their audience, all within the same system.
Results
daChain launched with several high-profile collaborations, including music, sports, and fashion brands. The platform differentiated itself from competitors by offering a premium, curated environment rather than a “wild west” market. My design work not only shaped the product’s credibility but also helped secure strategic partnerships and early adoption from users who valued trust and usability in the NFT space.