Next Earth is pioneering a new frontier… the metaverse. Their innovative blockchain-based platform lets people buy and sell virtual land, bringing tangible value to the digital realm. It’s pretty neat stuff.
However, with such cutting-edge technology comes the challenge of designing an intuitive UX. Something of the same caliber that meets the needs of this innovative concept.
Luckily, this is our jam. So, Next Earth approached us to streamline its platform, increasing conversions and reducing user drop-offs. The existing design felt overly complicated. It was creating friction for users trying to access core features and information.
So, UX/UI experts from R11 and Next Earth joined forces in a collaborative effort to make the platform more user-friendly and boost engagement.
Redesigning the Future
We started by taking a close look at how people were interacting with the platform. While the underlying tech was impressive, the user experience felt clunky. It didn’t match the app’s innovative spirit. And perhaps most critically, it didn’t meet the expectations of Next Earth’s technophile audience.
So, with our teams teamed up—R11 designers working side-by-side with Next Earth’s OGs—we split up the heavy lifting. Using existing frameworks, we optimized core user flows like purchasing lands, leaderboards, and rewards systems. Next Earth took on the dashboard and profiles. We gathered feedback, then turned the approved designs responsive.
This symbiotic work-state meant we could fine-tune the entire user journey together. We reorganized information in smarter ways, using neon pops of color for faster scanning and easier navigation on inky dark backgrounds.
For the brand palette, we explored two distinct creative directions—a warmer, feminine pink aligned with the existing look, or a cooler, gender-neutral purple. Ultimately, we landed on the first option, through testing and stakeholder feedback.
The New Frontier
The Next Earth user experience is now an appropriate match for its innovative offering. Users can navigate the platform easily, from first click through to major transactions. Purchasing metaverse real estate is now as easy as pie. Virtual NFT pie, that is.
For Next Earth, this revamp primes the platform to serve an ever-wider audience. They’re ready for the metaverse’s full mainstream moment.
As for R11, collaborating on this blockchain-fueled project reinforced our passion for creating immersive digital experiences. Especially when it comes to making complex technologies universally intuitive and user-friendly.
Long story short: we integrated into Next Earth’s team to address their UX issues and declining users, and raise LTV by making the platform more like a video game.
Do you have an exciting, boundary-pushing design challenge?
