The objective was to design the complete end-to-end experience for deploying the Token Distribution Platform in a real-world, multi-day event environment.
The Crossfit Games represented a significant step up in complexity from previous work. This wasn't a single artist reaching her audience or a focused payment flow test. This was preparing for a multi-day event with thousands of potential attendees, multiple stakeholder groups, and the operational complexity that comes with physical access control.
The challenge was designing end-to-end user journeys that seamlessly integrate NFT memberships with physical event access. But "users" wasn't a single group. Athletes needed credential verification and exclusive access. Business partners needed engagement visibility and ROI data. Public supporters needed easy entry and collectibles. The IVY team needed operational tools. Four distinct audiences, each with different needs, technical familiarity, and definitions of success - all served by one platform.
This was pure product management: understanding stakeholder needs deeply, translating platform capabilities into experiences that serve those needs, and designing journeys ready for when real people show up with real expectations.
Note: We prepared the complete experience design, user journeys, and technical implementation. We illustrated the core IVY promise - NFTs with zero friction, and designed the end-to-end experience built for deployment. The commercial launch didn't eventually happen; the product thinking did. A reminder that in startups, timing decides as much as quality.
A complete experience design serving four stakeholder groups through distinct journeys that function as one coherent platform. Four stakeholder groups received distinct journeys that felt coherent as a single experience.
The athlete journey moves from competition registration through NFT credential creation to exclusive access areas. Their tokens aren't just digital collectibles - they're functional credentials designed to unlock physical spaces and verify identity.
The business partner experience provides dashboards showing engagement analytics, giving visibility into how investment translates to audience interaction. The data architecture integrates Amplitude tracking user behavior across the platform.
The public supporter journey delivers the core IVY value proposition: purchase a ticket, scan a QR code, receive an NFT, enter the event. No crypto knowledge required. No wallet setup friction. The technology disappears behind an intuitive interaction that feels as simple as showing a paper ticket.
The IVY team experience includes admin tools providing real-time monitoring and access verification support - operational visibility to resolve questions quickly at entry points.
The complete experience - user journeys, UX/UI designs, technical implementation, analytics integration - was prepared and ready for deployment.
Stakeholder mapping came before any design work. We characterized each user group—what they needed, how comfortable they were with technology, where friction would kill adoption. This analysis drove every subsequent decision.
From there, we mapped use cases and touchpoints across all four journeys. Every interaction moment - scanning a QR code at the entrance, browsing a wallet, claiming a collectible, reviewing analytics—became a design problem. The project assets library illustrates this thinking end-to-end.
The UX/UI work translated journeys into screens and flows. Simple and immediate for supporters scanning QR codes. Data-rich for business partners reviewing engagement. Functional and reliable for staff verifying credentials. The design challenge: distinct experiences that still feel like one platform.
We planned architecture around user needs, not the other way around. ERC-1155 for multi-day access passes. ERC-721 for unique athlete collectibles. Frictionless QR claiming so non-technical attendees never touch blockchain. Each technical choice traced back to a specific user problem. Analytics infrastructure - Amplitude for journey tracking, Clarity for session recordings - was designed to serve both business partner visibility and product optimization from day one.
The result: complex technology designed to disappear behind simple experiences, serving four different audiences through one coherent platform - ready for deployment.
