Blockchain Creative Labs, a FOX Entertainment Company
Blockchain Creative Labs (BCL) is FOX’s tech and research arm, connecting entertainment with Web 3. Using popular IPs like The Masked Singer and FOX Deportes, BCL creates engaging experiences to introduce fans to NFTs and digital assets, making Web3 more accessible and exciting to everyone.
September 22’ - January 23’ / Product Designer
Overview
As an entry-level designer at BCL, I lent my hand wherever needed and learned a ton along the way. One of my main projects was with the MaskVerse team to create an engaging Web3 experience for the hit FOX show The Masked Singer.
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.
The Maskverse
BCL aimed to create a Web3 experience for fans of The Masked Singer, known as Maskverse. The primary objective was to offer exclusive content through Maskverse NFT tokens, enabling users to vote on live show outcomes and climb the leaderboard.
I worked closely with the project strategist and senior designer to develop a strategy that would enhance user engagement and drive NFT sales. I introduced the concept of earning points for interacting with the experience, such as watching exclusive videos, participating in show voting, or purchasing the NFT, to help users climb the leaderboard. I was responsible for designing user flows and wireframes for the user profile, leaderboard, and viewing room—all of which became foundational elements for BCL experiences.
Maskverse User Flows
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.
Lo-Fidelity Wireframe
Profile
Since there wasn’t time or budget allocated for testing, I conducted secondary research to identify universal elements commonly found in user profiles and designed a profile that felt familiar and intuitive to users.
Lo-Fidelity Wireframe
High Fidelity Wireframe
High Fidelity Wireframe
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.