When I joined Candy Digital's marketplace for digital collectibles, the platform was facing a crucial inflection point. While the core technology was solid, users were struggling to understand the true value of digital collectibles, and the platform's design language varied significantly between new product releases and secondary market listings. The marketplace needed to evolve to better serve both newcomers and experienced collectors alike.

As lead product designer, I embarked on a comprehensive redesign that would transform how users discover, understand, and collect digital items. The challenge wasn't just about aesthetics—it was about crafting an experience that could effectively communicate the unique value of each collectible while making the platform more intuitive and engaging.

I began by reimagining the homepage as an educational journey, introducing users to the world of digital collectibles through compelling visuals and clear messaging. For product presentations, I designed an immersive media experience that lets collectors explore items through high-quality images and videos, bringing each piece to life. I paid special attention to highlighting the tangible benefits of ownership, from physical redemptions to exclusive content access, making sure users could easily understand what makes each collectible special.

Throughout the process, I developed a robust design system that would serve as the foundation for all future marketplace experiences. This wasn't just about consistency—it was about creating a visual language that could scale with the platform and adapt to new product categories while maintaining a premium feel.

The result is a marketplace that better serves its community: one that educates while it showcases, guides while it sells, and delivers a premium collecting experience worthy of the brands we partner with. The new design patterns have become the standard for how we present digital collectibles, setting the stage for continued platform growth and innovation.