Blockchain Creative Labs, a FOX Entertainment Company
Blockchain Creative Labs (BCL), a division of FOX Technology, bridges the worlds of entertainment and Web3. Leveraging popular brands like The Masked Singer, BCL introduced "The Maskverse," an NFT token-gated experience that provides users with exclusive content and interactive opportunities related to their favorite show. BCL’s mission is to onboard fans to Web3 concepts, making the emerging technology more accessible and engaging for all.
September 22’ - January 23’ / Product Designer
Overview
The goal of The MaskedVerse was to deepen fan engagement by giving viewers of The Masked Singer a sense of participation and influence on each episode. The challenge we faced was that the show’s episodes are all filmed over a couple days rather than weekly, preventing real-time fan voting from affecting the outcome.
The solution was to develop an exclusive, token-gated experience where users could predict episode outcomes, earn points (stars), and climb the leaderboard.
Role
Executed brand strategy for Web3 experiences for FOX Corporation products.
Brainstormed and collaborated with the product team, marketing team, engineers, and executives to develop solutions. Sketched, wireframed, and prototyped designs, and onboarded FOX brands onto the design system in Figma.
Brainstormed product strategy, designed user flows and screens for web-based Web3 experiences, and designed reusable site elements in Figma for cross-brand use.
Collaborated with project managers and strategists to understand experience needs and create workflows and timelines.
Mobile Version
Voting
For users to predict voting outcomes, I helped to create a voting feature that allowed for users to vote on the singer they thought would be most likely to continue to the next episode. If they were correct, they got points (stars) that helped them climb the leaderboard.
Leaderboard
The Head of Product wanted a way for users to track the accuracy of their show voting, see where they rank among the community, and feel compelled to check back often.
To address this, I designed a leaderboard that reflected a user’s ranking with weekly, monthly, and all-time views. The leaderboard displayed the user’s overall point value as well as their position compared to previous periods. Users could earn points from show voting, purchasing NFTs, or watching exclusive content.
Retrospective
At BCL, I received positive feedback from both my peers and the Head of Product, and I actively sought opportunities for growth by setting up regular check-ins to discuss my performance. While I was able to handle challenges and deliver results, I recognized that I could achieve even more with a stronger foundation in UX/UI design. To build my confidence and deepen my expertise, I decided to leave BCL and enroll in UC Berkeley's UX/UI bootcamp. This investment in my education reflects my commitment to growing as a designer and contributing more effectively to future teams.