AFL Mint
Fostering a new era of footy memorabilia
UX/UI • Web3 • Marketplace
The AFL was entering a new era of fan engagement with digital collectibles, launching a pilot initiative to explore this emerging market. I led the platform design and UX for a custom marketplace, offering fans a new way to collect, buy, and sell video highlights and other digital memorabilia.
Client
Australian Football League (AFL)
Contributions
Lead UX & UI design, design system, product feature planning & workshops, user testing
Year
2022 - 2024
AFL Mint
Fostering a new era of footy memorabilia
UX/UI • Web3 • Marketplace
The AFL was entering a new era of fan engagement with digital collectibles, launching a pilot initiative to explore this emerging market. I led the platform design and UX for a custom marketplace, offering fans a new way to collect, buy, and sell video highlights and other digital memorabilia.
Client
Australian Football League (AFL)
Contributions
Lead UX & UI design, design system, product feature planning & workshops, user testing
Year
2022 - 2024
AFL Mint
Fostering a new era of footy memorabilia
UX/UI • Web3 • Marketplace
The AFL was entering a new era of fan engagement with digital collectibles, launching a pilot initiative to explore this emerging market. I led the platform design and UX for a custom marketplace, offering fans a new way to collect, buy, and sell video highlights and other digital memorabilia.
Client
Australian Football League (AFL)
Contributions
Lead UX & UI design, design system, product feature planning & workshops, user testing
Year
2022 - 2024
AFL Mint
Fostering a new era of footy memorabilia
UX/UI • Web3 • Marketplace
The AFL was entering a new era of fan engagement with digital collectibles, launching a pilot initiative to explore this emerging market. I led the platform design and UX for a custom marketplace, offering fans a new way to collect, buy, and sell video highlights and other digital memorabilia.
Client
Australian Football League (AFL)
Contributions
Lead UX & UI design, design system, product feature planning & workshops, user testing
Year
2022 - 2024
Problems & Goals
Simplifying digital collectibles for footy fans
AFL Mint was an exciting new pilot project, building a platform from the ground up to test a new era of digital fan experiences. We had great content but faced several challenges in managing emerging technology and connecting footy fans with a new type of collectible experience. As a 'test and learn' initiative, the focus was on exploring user engagement, gathering insights, and iterating based on early feedback.
Problems & Goals
Simplifying digital collectibles for footy fans
AFL Mint was an exciting new pilot project, building a platform from the ground up to test a new era of digital fan experiences. We had great content but faced several challenges in managing emerging technology and connecting footy fans with a new type of collectible experience. As a 'test and learn' initiative, the focus was on exploring user engagement, gathering insights, and iterating based on early feedback.
Problems & Goals
Simplifying digital collectibles for footy fans
AFL Mint was an exciting new pilot project, building a platform from the ground up to test a new era of digital fan experiences. We had great content but faced several challenges in managing emerging technology and connecting footy fans with a new type of collectible experience. As a 'test and learn' initiative, the focus was on exploring user engagement, gathering insights, and iterating based on early feedback.
Problems & Goals
Simplifying digital collectibles for footy fans
AFL Mint was an exciting new pilot project, building a platform from the ground up to test a new era of digital fan experiences. We had great content but faced several challenges in managing emerging technology and connecting footy fans with a new type of collectible experience. As a 'test and learn' initiative, the focus was on exploring user engagement, gathering insights, and iterating based on early feedback.
Introducing NFTs to new audiences
Most AFL fans were unfamiliar with NFTs so we designed an experience that focused on tangible rewards like exclusive merch and events to make digital ownership feel approachable and valuable.
Introducing NFTs to new audiences
Most AFL fans were unfamiliar with NFTs so we designed an experience that focused on tangible rewards like exclusive merch and events to make digital ownership feel approachable and valuable.
Introducing NFTs to new audiences
Most AFL fans were unfamiliar with NFTs so we designed an experience that focused on tangible rewards like exclusive merch and events to make digital ownership feel approachable and valuable.
Introducing NFTs to new audiences
Most AFL fans were unfamiliar with NFTs so we designed an experience that focused on tangible rewards like exclusive merch and events to make digital ownership feel approachable and valuable.
Changing perceptions
There’s a lot of uncertainty around NFTs, so we leaned on AFL’s credibility to help fans see the benefits of joining the community and owning digital items along with exclusive rewards and experiences.
Changing perceptions
There’s a lot of uncertainty around NFTs, so we leaned on AFL’s credibility to help fans see the benefits of joining the community and owning digital items along with exclusive rewards and experiences.
Changing perceptions
There’s a lot of uncertainty around NFTs, so we leaned on AFL’s credibility to help fans see the benefits of joining the community and owning digital items along with exclusive rewards and experiences.
Simplifying complex tech
Web3 can be complicated, so we kept things simple and familiar, making it easy for fans to join without needing to know the tech behind it.
Simplifying complex tech
Web3 can be complicated, so we kept things simple and familiar, making it easy for fans to join without needing to know the tech behind it.
Simplifying complex tech
Web3 can be complicated, so we kept things simple and familiar, making it easy for fans to join without needing to know the tech behind it.
Simplifying complex tech
Web3 can be complicated, so we kept things simple and familiar, making it easy for fans to join without needing to know the tech behind it.
Research & Planning
A new world of Web3
Understanding this new technology space
Research & Planning
A new world of Web3
Understanding this new technology space
Research & Planning
A new world of Web3
Understanding this new technology space
Desktop research
Understanding the market
I researched industry leaders like NBA Topshot, NFL All Day and Opensea to identify best practices and opportunities where we could better serve AFL’s new users. I also analysed user patterns from more traditional online marketplaces and familiar AFL platforms to reduce any learning curves for our audience.
Desktop research
Understanding the market
I researched industry leaders like NBA Topshot, NFL All Day and Opensea to identify best practices and opportunities where we could better serve AFL’s new users. I also analysed user patterns from more traditional online marketplaces and familiar AFL platforms to reduce any learning curves for our audience.
Desktop research
Understanding the market
I researched industry leaders like NBA Topshot, NFL All Day and Opensea to identify best practices and opportunities where we could better serve AFL’s new users. I also analysed user patterns from more traditional online marketplaces and familiar AFL platforms to reduce any learning curves for our audience.
Desktop research
Understanding the market
I researched industry leaders like NBA Topshot, NFL All Day and Opensea to identify best practices and opportunities where we could better serve AFL’s new users. I also analysed user patterns from more traditional online marketplaces and familiar AFL platforms to reduce any learning curves for our audience.
User research
Building with community insights
We launched a Discord community early on to gather direct feedback from users experienced with digital collectibles. Their suggestions informed key features and helped us quickly iterate on the platform based on real user needs.
User research
Building with community insights
We launched a Discord community early on to gather direct feedback from users experienced with digital collectibles. Their suggestions informed key features and helped us quickly iterate on the platform based on real user needs.
User research
Building with community insights
We launched a Discord community early on to gather direct feedback from users experienced with digital collectibles. Their suggestions informed key features and helped us quickly iterate on the platform based on real user needs.
User research
Building with community insights
We launched a Discord community early on to gather direct feedback from users experienced with digital collectibles. Their suggestions informed key features and helped us quickly iterate on the platform based on real user needs.
Quick remote collaboration
Prioritising features and planning rollouts
Without a dedicated product owner, I worked closely with the CTO and other key team members to shape our feature planning. We focused on user acquisition, retention, and sales, balancing quick wins with more complex rollouts. Input from the steering committee helped guide our priorities, and we created a public roadmap to build transparency and keep the community in the loop on upcoming features and drops.
Quick remote collaboration
Prioritising features and planning rollouts
Without a dedicated product owner, I worked closely with the CTO and other key team members to shape our feature planning. We focused on user acquisition, retention, and sales, balancing quick wins with more complex rollouts. Input from the steering committee helped guide our priorities, and we created a public roadmap to build transparency and keep the community in the loop on upcoming features and drops.
Quick remote collaboration
Prioritising features and planning rollouts
Without a dedicated product owner, I worked closely with the CTO and other key team members to shape our feature planning. We focused on user acquisition, retention, and sales, balancing quick wins with more complex rollouts. Input from the steering committee helped guide our priorities, and we created a public roadmap to build transparency and keep the community in the loop on upcoming features and drops.
Quick remote collaboration
Prioritising features and planning rollouts
Without a dedicated product owner, I worked closely with the CTO and other key team members to shape our feature planning. We focused on user acquisition, retention, and sales, balancing quick wins with more complex rollouts. Input from the steering committee helped guide our priorities, and we created a public roadmap to build transparency and keep the community in the loop on upcoming features and drops.
Journeys
Mapping user journeys
Sitemaps helped to communicate with the dev team how all the parts worked together and highlighted MVP pages while we worked towards a full launch. Low definition user journeys were created ahead of carefully annotated design for every new feature for the dev team to follow and prototyped in high def when stakeholder or wider AFL club buy in was needed.
Journeys
Mapping user journeys
Sitemaps helped to communicate with the dev team how all the parts worked together and highlighted MVP pages while we worked towards a full launch. Low definition user journeys were created ahead of carefully annotated design for every new feature for the dev team to follow and prototyped in high def when stakeholder or wider AFL club buy in was needed.
Journeys
Mapping user journeys
Sitemaps helped to communicate with the dev team how all the parts worked together and highlighted MVP pages while we worked towards a full launch. Low definition user journeys were created ahead of carefully annotated design for every new feature for the dev team to follow and prototyped in high def when stakeholder or wider AFL club buy in was needed.
Journeys
Mapping user journeys
Sitemaps helped to communicate with the dev team how all the parts worked together and highlighted MVP pages while we worked towards a full launch. Low definition user journeys were created ahead of carefully annotated design for every new feature for the dev team to follow and prototyped in high def when stakeholder or wider AFL club buy in was needed.
Signup & Onboarding
Old fans. New tech.
Blockchain, NFT's & digital wallets. How do we get footy fans to understand and adopt a new fandom experience?
Signup & Onboarding
Old fans. New tech.
Blockchain, NFT's & digital wallets. How do we get footy fans to understand and adopt a new fandom experience?
Signup & Onboarding
Old fans. New tech.
Blockchain, NFT's & digital wallets. How do we get footy fans to understand and adopt a new fandom experience?
Signup & Onboarding
Old fans. New tech.
Blockchain, NFT's & digital wallets. How do we get footy fans to understand and adopt a new fandom experience?
Creating an account
Simplifying a complex signup process
The Mint signup process involved creating an AFL iD, a digital wallet, and a Mint profile. As these products evolved, I iterated on the signup journey to support both new and existing users. With the rollout of AFL iD across other AFL products and the introduction of new wallets, we streamlined the process by automating wallet creation and setting up personalised profiles, complete with auto-generated usernames to reduce signup friction and team-themed styling pulled from their AFL iD profile.
Creating an account
Simplifying a complex signup process
The Mint signup process involved creating an AFL iD, a digital wallet, and a Mint profile. As these products evolved, I iterated on the signup journey to support both new and existing users. With the rollout of AFL iD across other AFL products and the introduction of new wallets, we streamlined the process by automating wallet creation and setting up personalised profiles, complete with auto-generated usernames to reduce signup friction and team-themed styling pulled from their AFL iD profile.
Creating an account
Simplifying a complex signup process
The Mint signup process involved creating an AFL iD, a digital wallet, and a Mint profile. As these products evolved, I iterated on the signup journey to support both new and existing users. With the rollout of AFL iD across other AFL products and the introduction of new wallets, we streamlined the process by automating wallet creation and setting up personalised profiles, complete with auto-generated usernames to reduce signup friction and team-themed styling pulled from their AFL iD profile.
Creating an account
Simplifying a complex signup process
The Mint signup process involved creating an AFL iD, a digital wallet, and a Mint profile. As these products evolved, I iterated on the signup journey to support both new and existing users. With the rollout of AFL iD across other AFL products and the introduction of new wallets, we streamlined the process by automating wallet creation and setting up personalised profiles, complete with auto-generated usernames to reduce signup friction and team-themed styling pulled from their AFL iD profile.
onboarding
Nurturing new collectors with guides and contextual help
Web3 is still in the early adopter phase and the industry wide experience for new users needs a lot of work. To help our new AFL Mint audience I created contexual guidance, resources and ways to get trusted help when needed.
onboarding
Nurturing new collectors with guides and contextual help
Web3 is still in the early adopter phase and the industry wide experience for new users needs a lot of work. To help our new AFL Mint audience I created contexual guidance, resources and ways to get trusted help when needed.
onboarding
Nurturing new collectors with guides and contextual help
Web3 is still in the early adopter phase and the industry wide experience for new users needs a lot of work. To help our new AFL Mint audience I created contexual guidance, resources and ways to get trusted help when needed.
onboarding
Nurturing new collectors with guides and contextual help
Web3 is still in the early adopter phase and the industry wide experience for new users needs a lot of work. To help our new AFL Mint audience I created contexual guidance, resources and ways to get trusted help when needed.
Pack Purchases
Shop the drops
Purchasing a lucky dip pack of limited edition numbered video highlights
Pack Purchases
Shop the drops
Purchasing a lucky dip pack of limited edition numbered video highlights
Pack Purchases
Shop the drops
Purchasing a lucky dip pack of limited edition numbered video highlights
Pack Purchases
Shop the drops
Purchasing a lucky dip pack of limited edition numbered video highlights
Buy a pack
Seamless and efficient checkout
Collectors could purchase first-release 'lucky dip' packs of digital collectibles during a limited drop window. To ensure faster transactions and avoid issues with delayed payments, we encouraged collectors to preload their wallets, facilitating instant, seamless checkouts. After user testing, we streamlined the process by allowing collectors to choose to save the pack and open later or to now rip open their packs directly from the purchase page, making it easier for them to reveal their collectibles and make repeat purchases without unnecessary steps.
Buy a pack
Seamless and efficient checkout
Collectors could purchase first-release 'lucky dip' packs of digital collectibles during a limited drop window. To ensure faster transactions and avoid issues with delayed payments, we encouraged collectors to preload their wallets, facilitating instant, seamless checkouts. After user testing, we streamlined the process by allowing collectors to choose to save the pack and open later or to now rip open their packs directly from the purchase page, making it easier for them to reveal their collectibles and make repeat purchases without unnecessary steps.
Buy a pack
Seamless and efficient checkout
Collectors could purchase first-release 'lucky dip' packs of digital collectibles during a limited drop window. To ensure faster transactions and avoid issues with delayed payments, we encouraged collectors to preload their wallets, facilitating instant, seamless checkouts. After user testing, we streamlined the process by allowing collectors to choose to save the pack and open later or to now rip open their packs directly from the purchase page, making it easier for them to reveal their collectibles and make repeat purchases without unnecessary steps.
Buy a pack
Seamless and efficient checkout
Collectors could purchase first-release 'lucky dip' packs of digital collectibles during a limited drop window. To ensure faster transactions and avoid issues with delayed payments, we encouraged collectors to preload their wallets, facilitating instant, seamless checkouts. After user testing, we streamlined the process by allowing collectors to choose to save the pack and open later or to now rip open their packs directly from the purchase page, making it easier for them to reveal their collectibles and make repeat purchases without unnecessary steps.
The reveal
Unveiling moments and rare collectibles
The reveal is a pivotal moment for collectors, and I wanted to make it feel special, whether users were opening a pack of moments or discovering a rare one-of-one Genesis ball. I worked closely with our motion designer, sound designer, and developer to craft captivating reveal experiences that built anticipation and excitement. Following the reveal, collectors could download and share their haul with others in the Discord community, fueling further engagement and keeping the momentum going.
The reveal
Unveiling moments and rare collectibles
The reveal is a pivotal moment for collectors, and I wanted to make it feel special, whether users were opening a pack of moments or discovering a rare one-of-one Genesis ball. I worked closely with our motion designer, sound designer, and developer to craft captivating reveal experiences that built anticipation and excitement. Following the reveal, collectors could download and share their haul with others in the Discord community, fueling further engagement and keeping the momentum going.
The reveal
Unveiling moments and rare collectibles
The reveal is a pivotal moment for collectors, and I wanted to make it feel special, whether users were opening a pack of moments or discovering a rare one-of-one Genesis ball. I worked closely with our motion designer, sound designer, and developer to craft captivating reveal experiences that built anticipation and excitement. Following the reveal, collectors could download and share their haul with others in the Discord community, fueling further engagement and keeping the momentum going.
The reveal
Unveiling moments and rare collectibles
The reveal is a pivotal moment for collectors, and I wanted to make it feel special, whether users were opening a pack of moments or discovering a rare one-of-one Genesis ball. I worked closely with our motion designer, sound designer, and developer to craft captivating reveal experiences that built anticipation and excitement. Following the reveal, collectors could download and share their haul with others in the Discord community, fueling further engagement and keeping the momentum going.
The marketplace
Browse, buy and sell your collection
We created a custom marketplace for the community to buy and sell their AFL Mint collectibles with the community.
The marketplace
Browse, buy and sell your collection
We created a custom marketplace for the community to buy and sell their AFL Mint collectibles with the community.
The marketplace
Browse, buy and sell your collection
We created a custom marketplace for the community to buy and sell their AFL Mint collectibles with the community.
The marketplace
Browse, buy and sell your collection
We created a custom marketplace for the community to buy and sell their AFL Mint collectibles with the community.
Buying
Helping collectors find their favourites
Purchasing packs was an exciting but randomised experience, with collectors receiving moments and serial numbers by chance. With the introduction of the marketplace, we wanted to give collectors more control. I led the design of an intuitive interface that allowed users to easily filter and sort through moments based on key properties, such as serial number or player. This made it easy for collectors to find the exact moment they wanted—whether it was a specific jumper number or a low serial—and gave them the tools to make smarter buying decisions.
Buying
Helping collectors find their favourites
Purchasing packs was an exciting but randomised experience, with collectors receiving moments and serial numbers by chance. With the introduction of the marketplace, we wanted to give collectors more control. I led the design of an intuitive interface that allowed users to easily filter and sort through moments based on key properties, such as serial number or player. This made it easy for collectors to find the exact moment they wanted—whether it was a specific jumper number or a low serial—and gave them the tools to make smarter buying decisions.
Buying
Helping collectors find their favourites
Purchasing packs was an exciting but randomised experience, with collectors receiving moments and serial numbers by chance. With the introduction of the marketplace, we wanted to give collectors more control. I led the design of an intuitive interface that allowed users to easily filter and sort through moments based on key properties, such as serial number or player. This made it easy for collectors to find the exact moment they wanted—whether it was a specific jumper number or a low serial—and gave them the tools to make smarter buying decisions.
Buying
Helping collectors find their favourites
Purchasing packs was an exciting but randomised experience, with collectors receiving moments and serial numbers by chance. With the introduction of the marketplace, we wanted to give collectors more control. I led the design of an intuitive interface that allowed users to easily filter and sort through moments based on key properties, such as serial number or player. This made it easy for collectors to find the exact moment they wanted—whether it was a specific jumper number or a low serial—and gave them the tools to make smarter buying decisions.
Selling
Simplifying the listing process
I wanted the selling experience to be easy for new collectors while also providing the details that experienced sellers expected. Collectors could simply select an item from their collection, enter a price, and confirm the listing. To assist with pricing, I included a guide that displayed current listings and historical sales data for the same item, helping sellers set a fair and competitive price. This streamlined process made it simple for anyone to list items, while still offering the depth and insights that seasoned users needed to optimise their sales.
Selling
Simplifying the listing process
I wanted the selling experience to be easy for new collectors while also providing the details that experienced sellers expected. Collectors could simply select an item from their collection, enter a price, and confirm the listing. To assist with pricing, I included a guide that displayed current listings and historical sales data for the same item, helping sellers set a fair and competitive price. This streamlined process made it simple for anyone to list items, while still offering the depth and insights that seasoned users needed to optimise their sales.
Selling
Simplifying the listing process
I wanted the selling experience to be easy for new collectors while also providing the details that experienced sellers expected. Collectors could simply select an item from their collection, enter a price, and confirm the listing. To assist with pricing, I included a guide that displayed current listings and historical sales data for the same item, helping sellers set a fair and competitive price. This streamlined process made it simple for anyone to list items, while still offering the depth and insights that seasoned users needed to optimise their sales.
Selling
Simplifying the listing process
I wanted the selling experience to be easy for new collectors while also providing the details that experienced sellers expected. Collectors could simply select an item from their collection, enter a price, and confirm the listing. To assist with pricing, I included a guide that displayed current listings and historical sales data for the same item, helping sellers set a fair and competitive price. This streamlined process made it simple for anyone to list items, while still offering the depth and insights that seasoned users needed to optimise their sales.
Final thoughts
Building a unique platform with an incredible team
When this project came my way, I didn't know anything about NFTs or web 3, it wasn't an area I had much interest in. But the chance to build something completely from scratch was too good to pass up. From creating a whole new design system to teaming up with designers who were pushing AFL’s traditional brand boundaries with some truly amazing motion graphics and video content, it was a great opportunity to work with a fantastic team and push my own skills further. Simplifying technical concepts for new users, designing for accounts and the marketplace, integrating digital wallets, and tackling unique challenges kept things interesting. Even though the NFT space has shifted and it’s not as popular as it once was, working on these cutting-edge digital challenges made this a project I’m really proud to have been part of.
Shoutouts to the design team at AFL Studios including art direction by Marty Cook, motion & 3D by John Robinson, graphic design by Zoe Caracatsanoudis and copy by Laura Donnelly. And to the dev team at Animoca/Sportpass, including Shane Pollard, Grant Cahn and Julian Rutherford.
Final thoughts
Building a unique platform with an incredible team
When this project came my way, I didn't know anything about NFTs or web 3, it wasn't an area I had much interest in. But the chance to build something completely from scratch was too good to pass up. From creating a whole new design system to teaming up with designers who were pushing AFL’s traditional brand boundaries with some truly amazing motion graphics and video content, it was a great opportunity to work with a fantastic team and push my own skills further. Simplifying technical concepts for new users, designing for accounts and the marketplace, integrating digital wallets, and tackling unique challenges kept things interesting. Even though the NFT space has shifted and it’s not as popular as it once was, working on these cutting-edge digital challenges made this a project I’m really proud to have been part of.
Shoutouts to the design team at AFL Studios including art direction by Marty Cook, motion & 3D by John Robinson, graphic design by Zoe Caracatsanoudis and copy by Laura Donnelly. And to the dev team at Animoca/Sportpass, including Shane Pollard, Grant Cahn and Julian Rutherford.
Final thoughts
Building a unique platform with an incredible team
When this project came my way, I didn't know anything about NFTs or web 3, it wasn't an area I had much interest in. But the chance to build something completely from scratch was too good to pass up. From creating a whole new design system to teaming up with designers who were pushing AFL’s traditional brand boundaries with some truly amazing motion graphics and video content, it was a great opportunity to work with a fantastic team and push my own skills further. Simplifying technical concepts for new users, designing for accounts and the marketplace, integrating digital wallets, and tackling unique challenges kept things interesting. Even though the NFT space has shifted and it’s not as popular as it once was, working on these cutting-edge digital challenges made this a project I’m really proud to have been part of.
Shoutouts to the design team at AFL Studios including art direction by Marty Cook, motion & 3D by John Robinson, graphic design by Zoe Caracatsanoudis and copy by Laura Donnelly. And to the dev team at Animoca/Sportpass, including Shane Pollard, Grant Cahn and Julian Rutherford.
Final thoughts
Building a unique platform with an incredible team
When this project came my way, I didn't know anything about NFTs or web 3, it wasn't an area I had much interest in. But the chance to build something completely from scratch was too good to pass up. From creating a whole new design system to teaming up with designers who were pushing AFL’s traditional brand boundaries with some truly amazing motion graphics and video content, it was a great opportunity to work with a fantastic team and push my own skills further. Simplifying technical concepts for new users, designing for accounts and the marketplace, integrating digital wallets, and tackling unique challenges kept things interesting. Even though the NFT space has shifted and it’s not as popular as it once was, working on these cutting-edge digital challenges made this a project I’m really proud to have been part of.
Shoutouts to the design team at AFL Studios including art direction by Marty Cook, motion & 3D by John Robinson, graphic design by Zoe Caracatsanoudis and copy by Laura Donnelly. And to the dev team at Animoca/Sportpass, including Shane Pollard, Grant Cahn and Julian Rutherford.
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Let's work together.
© Kelly Stubbs 2024
Let's work together.
© Kelly Stubbs 2024
Let's work together.
© Kelly Stubbs 2024
Let's work together.
© Kelly Stubbs 2024