Team:
1 Product Manager
1 Product Designer
2 Product Design Managers
1 Software Engineer
1 Content Designer
1 Animator
2 Producers
1 Visual Designer
4 Freelance Artists
XFN Partners
My Role:
Senior Product Designer
Timeline:
August 23 - October 20

Tools & Methods:
Workshop Facilitation, Design Thinking, Wireframing, Rapid Prototyping, Product Thinking
Web3 Community design sprint
May-June 2022
Design Sprint
I was a part of Web3 Design Sprint, where 5 designers convened over four sessions to brainstorm potential NFT applications in Facebook Communities.
Tools
As a tool we used User Narratives. As result of this sprint, we've developed prototypes based on the strongest ideas.
Presenting to VP Design Communities
Our team showed this Design Sprint to the VP of Design Community and after discussion, we decided to work on NFT Profile picture opportunities for Facebook.
NFT as Profile Picture trend
NFTs as profile pictures have become a prominent use case among NFT holders, offering a way to signal status and loyalty within communities. This trend is visible across platforms like Discord, Twitter, and Reddit.

The NFT market is gaining traction. In 2021, NFT sales hit a massive $25 billion according to a DappRadar industry report. By the end of 2021, almost $41 billion was spent on NFTs, according to Financial Times global data.
Competitive landscape
  • Twitter users can link NFTs to their profiles, displaying them with a distinctive hexagonal border.
  • Reddit is testing the ability to set any NFT as a profile picture
  • Spotify has begun exploring how NFTs might be features on artists profiles
  • Discord while not having implemented NFT integration directly into profile pictures, serves as a vital community hub NFT enthusiasts

Users key motivation
  • Identity Expression. Show off
NFT profile picture can provide a unique, standout method of self-expression that reflects personal tastes, interests, or status

  • Privacy and Pseudonymity
NFT can offer a way to participate visibly in social media without revealing real-world identities, while being able to express themself

  • Community Belonging and Recognition
NFT are often tied to particular communities or projects within the blockchain space.Using NFT can signal affiliation or support of these groups, fostering a sense of belonging and recognition within those communities

  • Technological Advocacy
Users interested in emerging digital technologies may use NFTs to signal their enthusiasm and knowledge about these areas

MVP (Minimum Viable Product)
To integrate the functionality of setting an NFT as a profile picture on Facebook, enhancing the personalization of user profiles with verifiable digital ownership.
3 steps users expansion

Admins and Group Members NFT related

This focused start allows you to gather initial feedback and observe user interaction in a controlled environment, ensuring that any major issues can be addressed before a wider rollout

Admins and Group Members Crypto related

We offer you a professional 30-minute consultation with our specialist.

Broader Expansion

Eventually, open up the feature to all users on Facebook
Measuring Success Metrics
  • Number of People from the Crypto/NFT Community Who Adopted This Feature

Track the number of users identified as part of the Crypto/NFT community (through their wallet activity and participation in related groups or pages) who have set an NFT as their profile picture.

  • Number of Non-NFT Users Who Adopted This Feature

Monitor the number of users who were not previously engaged with NFTs (no prior wallet linkages) but who have adopted the NFT profile picture feature.

  • User Engagement with NFT Profiles

Measure the interaction (likes, comments, shares) on profiles that utilize NFTs versus those that do not.

  • Increment in Digital Wallet Linkages

Quantify the increase in the number of new wallet linkages post-feature launch.

Key Features of the MVP
Milestone 1: NFT as Profile Picture on Main Profile

PO Features

1. Update Digital Collectible Wallet Linking and Profile Picture Entry Points and Flow
2. Visual Treatment to Signal NFT Ownership
  • Display: Implement visual cues such as a unique border or badge on the profile picture that distinguishes it as an NFT.
3. Showcase NFT Details and Attributions
  • Details Display: Similar to a digital collectibles showcase, provide a tooltip or a dedicated section on the profile that includes details like the artist, collection name, rarity, and a link to the item on a blockchain explorer.
4. NFT Profile Picture Experience Across the App
5. Handling Changes in NFT Ownership
  • Action on Change: If a user no longer owns the NFT, prompt them to update their profile picture, and revert the picture to a default image or a previously used non-NFT image.
6. Verification of NFT Following Profile Picture Standards
  • Compliance Checks: Implement checks to ensure that the NFT image meets the app’s standards for profile pictures in terms of size, format, and appropriateness of content.

P1 Features

1.Expanded Display Options for Users Without a Connected Wallet
  • Educational Prompt: For users without a connected wallet, provide information on the benefits and instructions on how to connect a wallet to use an NFT as a profile picture.
Challenge
Designing NFT profile pictures for Facebook involves navigating a series of complex constraints:

  • Multiple Display Surfaces: Integrating NFT profile pictures across various parts of the platform while ensuring they align with different user interfaces.
  • Existing Design Elements: Compatibility with existing elements like verification badges, status indicators, and "last active" timestamps, frames like “I voted", which influence the design approach.
  • Circular Profile Picture Shape: The necessity to maintain the circular shape of Facebook profile pictures adds complexity, contrasting with other UI elements like the square-shaped "People You May Know".
  • Standardization Challenges: Developing a standardized approach for implementing NFTs that fits seamlessly within the existing design framework without disrupting user experience.
Visual concept development and collaboration
Step 1: Brainstorming Session
  • We conducted a brainstorming session to explore potential visual cues for identifying NFT owners on the app. This involved:
  • Drawing inspiration from existing NFT imagery.
  • Discussing inherent limitations and challenges of the platform.
Step 2: Idea Documentation and Prioritization
  • Ideas from the brainstorm were captured on stickers, allowing us to prioritize and document our thoughts systematically.
Step 3: Development of Ideas in Figma
Solutions
  1. Icon Placement on Facebook Feed Page: It has been decided that an icon will be placed next to the user's name on the feed page. If a verification badge is already present, priority will be given to the badge over the new icon.
  2. Visual Effects on User Profile Page: A shimmer effect will be applied to NFT images on the user’s profile page to highlight their exclusivity and enhance visual appeal. This effect not only underscores the uniqueness of the NFT but also adds an attractive, interactive element to the user interface.
  3. NFT Icon pill: Upon clicking on an NFT profile picture, a distinctive icon confirming its NFT status will appear in the lower left corner. This icon differentiates the NFT from standard images, reinforcing its unique nature.
Setting NFTs
as Profile Photo
in Facebook
When users click their profile picture, they see an option to "Select digital collectible (NFT)". This directs them to the Digital Collectible Surface, where an NFT icon in the lower-left corner verifies the collectible. Following the familiar flow, users set their NFT profile picture, which is highlighted by a distinctive shimmer effect, ensuring the NFT stands out and signals its unique status.
Post setting
experience
After setting an NFT as a profile picture, Feed Viewers and friends will experience the following:
  1. Feed Viewers: When users scroll through the feed, they will see the updated NFT profile picture. Clicking on the image will reveal a digital collectible icon.
  2. Profile Visitors: When someone visits a user’s profile with an NFT image and clicks on the profile picture, they will also see the digital collectible icon.
  3. Photo Browsing: While browsing the photo folder on a user’s profile, clicking on the NFT image will display the digital collectible icon.
In all cases, clicking the icon provides detailed information about the NFT and a link to OpenSea for further exploration.
Here is the text
Wallet entry point
One of the entry points to change the profile picture through the wallet involves the following flow: Navigate to your profile and open the three-dot menu, then select "Digital Collectibles." This links to the wallet selection page where you choose MetaMask. The flow switches to the MetaMask app, where you connect Facebook to MetaMask, and then returns to Facebook. You then see the "Select Digital Collectible NFT" page, choose the desired image, set it as your profile photo, and it is updated on your profile.
Desktop
Marketing campaign
We collaborated closely with the marketing team to prepare a comprehensive marketing campaign focused on NFTs. Our goal was to create new, eye-catching visuals that differed from the usual Facebook imagery, emphasizing NFT-related content. These banners aimed to guide users on linking their digital wallets and utilizing private groups, making the experience both educational and engaging. As a product designer, I played a role in selecting the artists we would work with to ensure the designs were vibrant and effective in conveying our message.
Project Halted: Reasons behind the decision
In October 2022, Facebook halted the development of its NFT profile picture feature for several reasons. Firstly, changes to Apple App Store rules complicated the use of external payment mechanisms, requiring all NFT purchases to occur through in-app purchases, which created additional implementation challenges​ (AppleInsider)​​ (Engadget)​. Secondly, Meta, Facebook’s parent company, decided to reallocate resources to more critical strategic initiatives such as developing the metaverse and enhancing financial tools like Meta Pay​ (Cointelegraph)​​ (Engadget)​. Additionally, the overall downturn in the NFT market and shifting priorities under economic pressure influenced this decision​ (Cointelegraph)​.

Furthermore, competitors such as Twitter also ceased support for NFT profile pictures due to strategic changes and market conditions, reflecting a broader industry trend to reassess approaches to NFTs​ (PlayToEarn)​.
Key Learnings
  • Innovative Initiative Beyond Daily Duties:
The project began as an initiative to explore NFTs for community engagement and evolved into a significant feature. This taught me how taking initiative and thinking beyond daily responsibilities can lead to substantial product innovations and impactful feature launches.

  • Cross-Functional Collaboration:
Working on a large-scale project involving multiple teams, including Product Design, Visual Team, and Marketing Team, was both exciting and challenging. This cross-functional collaboration taught me the importance of effective communication and coordination to ensure seamless progress without delays.

  • Finding Simple MVP Solutions:
In a highly constrained environment, finding a simple MVP solution for visually indicating an NFT profile picture was crucial. This emphasized the value of developing quick, cost-effective solutions that could be tested rapidly, reinforcing the importance of simplicity in product development.