Damien Hirst teamed up with key players to launch his project, including HENI, a prominent name in the art world known for its publishing and tech skills that facilitated the transition to digital art. ConsenSys, a leader in blockchain technology within the Ethereum community, ensured the NFT's smooth integration into the Ethereum ecosystem. Palm Network added a scalable and eco-friendly blockchain solution, emphasizing sustainability in the digital space. Together, these partners combined their strengths to support Hirst's innovative venture.
The Currency
The Currency
2021
Launched in July 2021 at the height of NFT popularity, Damien Hirst’s "The Currency" consists of 10,000 unique hand-painted artworks, each tied to a blue-chip NFT, with the highest sale reaching $136,893. Collectors faced a choice: keep the NFT or exchange it for the physical artwork, with the unchosen version being destroyed. The project undertakes a unique experiment in value, ownership, and the relationship between physical and digital art, challenging traditional notions of art and its commodification in the digital era.
ROLE
Design Lead
CLIENT
HENI
CLIENT
CONSENSYS
Industry
Web3
SERVICES
web design, UI/UX Design, ART Direction
The Objective
As the lead designer, I understood that many applicants in this project would be newcomers to the crypto and NFT space. Our objective was to craft a seamless onboarding experience that guides both novice and advanced participants through the entire journey—from applying for the NFT to completing the purchase and ultimately becoming part of the select few chosen to receive their NFT and embark on their journey as new collector.
HOMEPAGE
For the homepage, we aimed to inform visitors about key details like the project timeline and an overview. We also highlighted what makes the project unique, illustrating concepts like rarity, anti-counterfeiting, and the burn mechanism. This helps users quickly understand what makes the project special to increase engagement.
HOMEPAGE
We also addressed the challenge of guiding applicants through the crypto and NFT purchasing process, which is quite different from traditional Web2 methods.
USER FLOW
I created a user flow to visually outline the steps users take, from their initial application to the moment they receive their allocated NFT. This mapping provided clear insights for both developers and stakeholders, illustrating the complete user journey from a high-level perspective.
REGISTER TO ENTER
Registering to enter allowed users to apply for up to 10 NFTs and subscribe to the HENI and/or Palm newsletter. It also served as an additional entry point for users to check the status of their application.
To accommodate advanced users, having a background as an NFT power user or a DeFi native can improve the chances of being allocated an NFT. This also offers newcomers the opportunity to boost their chances by creating a MetaMask account and becoming part of the DeFi ecosystem, allowing MetaMask to expand its user base simultaneously.
To accommodate advanced users, having a background as an NFT power user or a DeFi native can improve the chances of being allocated an NFT. This also offers newcomers the opportunity to boost their chances by creating a MetaMask account and becoming part of the DeFi ecosystem, allowing MetaMask to expand its user base simultaneously.
PayMEnt Flow
Once the allocation is successful and identity verification is complete, participants can start the payment process.
Purchasing an nft/crypto involves several steps, which can be intimidating for first-time buyers. To address this, I collaborated with a copywriter to use clear, accessible language and integrated key visual elements that highlight important aspects of the process, helping users feel confident and reassured each step of the way.
Purchasing an nft/crypto involves several steps, which can be intimidating for first-time buyers. To address this, I collaborated with a copywriter to use clear, accessible language and integrated key visual elements that highlight important aspects of the process, helping users feel confident and reassured each step of the way.
Congratulations!
Once users are notified that they've won (congrats!), they can log in to reveal their NFT. From there, they’re guided through the onboarding process to claim their NFT on the Palm Network. This opens up a world of possibilities, allowing them to embark on an exciting journey in the crypto space!
Impact
67K+
32,492 Collectors from over 130 countries applied to purchase 67,023 NFTs of ‘The Currency,’ Damien Hirst’s first NFT collection.
96.5%
With a 96.5% success rate for purchasing an NFT, general sentiment in the project's official Discord suggests it was one of the easiest and most seamless experiences users have had in Web3.
$47.9M
The total secondary sales of The Currency (Tenders) reached $47.9 million, equivalent to 15,200 ETH, from July 30, 2021, to August 31, 2021. During this period, there were 2,036 transactions, with the highest price paid being $136,893 (40 ETH) for Tender #3392, titled 'Can't You Just Be as Sweet as She Says'.
