Simplifying Web3 for brand creators without crypto expertise
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Overview
Kanji is a no-code NFT platform for brands (Gucci, museums, etc.). The minting process was intimidating — too much technical jargon, too many choices upfront. I owned the minting flow and dashboard as freelance designer, 1.5 years.
Challenge
Non-technical brand managers shouldn't need to understand blockchain to launch an NFT collection. But hiding the complexity entirely was equal to losing control. Balance : make it simple, not simplistic.
Approach
- Addressed terminology anxiety — Users feared crypto language. Problem wasn't the product; we explained too much.
- Progressive disclosure — Simple steps first (upload artwork), technical details in optional modals. Happy path stays simple.
- Changed one label — "Metadata file" → "Spreadsheet with artwork details." Improved success from 38% → 94%.
- Designed error states — Explained problems in plain language, not crypto jargon.
Results
−54% reduction in steps to first mint (12 steps → 5 steps)
8.4/10 usability score (Maze)
0 crypto jargon in critical path
The key takeaway is that effective design does not eradicate complexity; rather, it acknowledges the user's expertise and allows for deeper exploration if desired. Advanced functionalities are available for experienced users, while beginners are shielded from unnecessary complexity, ensuring a beneficial experience for all.
