10101.art: Design for web3 Art-tech Marketplace

🟢 About the product

10101.art is an early-stage art-tech and web3 startup that makes high-end art accessible by fractionalizing ownership of iconic masterpieces — from Picasso and Dalí to Warhol — secured through blockchain-based smart contracts, allowing users to invest in fine art the way they would buy stocks.

🟢 My Role & Scope

I joined the startup at an early stage as the sole Product & UX/UI Designer, leading a full platform redesign and owning the end-to-end product design process — from research and UX strategy to final UI, developer handoff, and quality control. Key areas included:

Marketplace

Artwork pages and product cards

User dashboard (personal account & settings)

Artist pages and catalog

AI-powered chat experience (e.g., interacting with Warhol)

Registration and authentication flows (redesigned from scratch)

Purchase flow (fully redesigned and optimized)

NFT and gift claiming flow

2 spin-off projects: 10101.cult and 10101.shop

🟢 Research & Discovery

To inform design decisions, I conducted both qualitative and quantitative research:

Led 10 usability testing sessions, conducting interviews and documenting insights in detailed UX audit reports

Analysed user session recordings via Mixpanel to identify friction points and behavioral patterns

Participated in A/B testing to validate design hypotheses

Collaborated with the marketing team to define user personas

🟢 Redesign Overview

Based on research insights, I led a full redesign of the platform to improve clarity, usability, and overall user experience. The goal was to introduce iterative, non-disruptive improvements that enhanced visual quality while minimizing frontend development effort.

Visual identity

Main page

Personal Account (User Dashboard)

Painting Page (hero section)

🟢 Key Flows & Design Solutions

Registration and Authentication flows

The registration flow required introducing users to private and security keys for creating a crypto wallet, adding complexity beyond a standard sign-up. Through iterative design and usability testing, I ensured users could complete the flow quickly while understanding the importance of securely storing their key.

Purchase flow

The checkout flow consists of 4 steps, including payment method selection with cryptocurrency selection, and address details. On the first step, users are presented with key information about the artwork share they are purchasing, including its size and the amount of bonus points they will receive.

Even the most technical and serious screens can be enhanced with playful illustrations that make the product more memorable. We introduced medieval-themed artworks, while a sad cat playing a lute on the failed payment screen quickly became a favorite across the team.

A shopping cart experience was designed for both 10101.cult and 10101.shop projects.

Artwork product page

Private sale: Access page for users with a secret password and a product page featuring stage-based sales progress indicators.

Hero sections of the product pages for the 10101.cult and 10101.shop side projects, where 10101.shop is an e-commerce platform selling t-shirts that include an ownership share of the artwork featured on each piece.

AI-Chat with Warhol

The chat experience was designed around the personality of pop art icon Andy Warhol — and if provoked too much, Warhol could get annoyed, leave the chat, and disappear from his photograph.

10101.art Marketplace

The marketplace page went through multiple iterations. Its current structure and layout were shaped through extensive user research and usability testing.