Web
2023

SYKY — pronounced “psy-che” — is a new Web3 platform designed to support creatives who are looking to sell both physical and digital versions of their design, as well as offering a space to trade products, share news, and chat.

The Challenge

Build a luxury Web3 (NFT) platform that feels emotional and accessible, not technical.

The Approach

We focused on clarity over complexity — designing a digital space that felt expansive without becoming disorienting.

Inspired by spatial computing and floating UI, the experience was built around a sense of calm, open 3D space, anchored by familiar interaction patterns to keep it accessible.

Design principles:

• Luxury through restraint — clarity and calm at every interaction
  
• Artist-led storytelling — creators and their work as the centre of the experience
  
• Familiar navigation — simple scrolling as the primary interaction model
  
• Moments of delight — soft motion, rotating logos, and glass effects for tactility
  
• Scalable foundation — flexible templates for new creators and future drops
  

The goal was to blend emotional storytelling with everyday usability, making the platform welcoming for both Web3-native and first-time users.

Reigstration Flow

The Output

I led the 0–1 product experience, defining the initial end-to-end journey rather than running long optimisation cycles.

Pre-launch beta testing revealed a key behavioural insight: users hesitated at “Connect Wallet,” with heatmaps showing drop-off and confusion at the entry point. We reframed this to “Sign up” and adjusted placement and flow to reduce friction.

Result: Attention and interaction increased around onboarding, validating that a significant segment of the audience was not Web3-native and needed clear value before committing. This insight shaped launch priorities — including support for familiar payment options such as Apple Pay alongside crypto.