As Co-founder and Design Lead, I guided Amall.ART from concept to a top-tier NFT platform in China. Addressing issues of "ownership rights, slow monetization, and high investment thresholds" in the art world, we connected galleries, artists, and Gen Z collectors through blockchain technology.
Role & Contribution
Product Design: Architected the entire platform's information structure and interaction framework. Designed core flows for Airdrops, Trading, and the Marketplace.
Branding: Defined the initial "Retro Future" visual style and created the "Cat Head" super symbol. Later evolved the brand to a high-end "Gallery" aesthetic to support institutional partnerships.
Team Management: Led the visual team and coordinated cross-border collaboration with illustrators and agencies (Mainland, Taiwan, Japan).
Platform Architecture & Ecosystem
Core Strategies
1. Product Iteration:
We adopted a "User Perspective + Trial & Error" approach. Starting with basic features (Airdrop, Buy, Swap), we evolved into a comprehensive system featuring a Primary Market (Events, Direct Purchase) and a Secondary Market (Trading, Bidding).
2. Brand Evolution:
Phase 1: "Disco Ball" theme for strong Gen Z appeal.
Phase 2: Minimalist, content-first "Gallery" style to align with Artand/Artsy standards for high-value art transactions.
Constant: Dark mode + Cat Head symbol as the visual anchor.
Early "Retro Future" Style
Evolved "Gallery" Style
Impact & Philosophy
Key Results:
• 300k+ Registered Users (140k Real-name verified)
• 106k+ Active Collectors
• Partnerships: National Geographic, Suzhou Museum, Chow Tai Fook.
Design Philosophy:
"Designing from a Partner's perspective taught me the commercial cost behind every decision." I learned that while we must design for the user, we shouldn't blindly accommodate them. Professional judgement must guide the core experience to ensure design serves the business strategy.
Key Partnerships & Event Posters