Why Investing in Great Design Is Key to Web3’s Financial Prosperity


By Alex Nicholls, CEO of SWALLOW

An emerging truth about Web3 is that it won’t achieve mass adoption until it looks good. We already know this, having heard a lot of criticism about the aesthetic appeal – or lack thereof – of metaverse spaces. Meta’s initial metaverse posts, for example, were widely mocked, and all the fuss shows that design and aesthetics are a crucial part of Web3.

Design doesn’t dictate that everything has to look a particular way. On the contrary; design is key to communicating the essence of the business and engaging users, especially for Web3 startups. Therefore, design approaches should be as varied as the businesses and online spaces represented. It’s a major investment that will be worth it, as there are many ways design can make or break a Web3 project.

Focus on design will create better teams

Quality design and mass funding do not necessarily go hand in hand for several reasons. First, the person or company with the most money doesn’t always have the best taste. Second, the person or company with the most money doesn’t always have a deep understanding of historical and current gaming environments, or an eye on the future of the digital economy or creator economy. from Web3.

Businesses of all sizes, especially in a fledgling industry like Web3, need to be able to take criticism from talented creative directors. Some companies (but not all) focus heavily on the technology behind their product, to the detriment of the design. A highly visual medium like the Metaverse should put design at the forefront of everything built. The ultimate recipe for success in future digital spaces will be good UX and overall design, along with strong marketing and a clear solution to a problem.

Opinions differ as to who should be responsible for designing the metaverse and playspaces. company vision and specify how it should be displayed, internal specialists will build the infrastructure to make this display possible, and users will rate the overall interactivity. Gamers, for example, are seasoned with immersive digital experiences and can provide plenty of insight into features and engagement. All of the above components are needed to design any Web3 space with integrity.

Good design allows for greater utility, longevity and enjoyment

When we reach a point where everyday users start designing their own metaverse spaces, they will provide information and updates about their lives the same way they do on current Web2 social media platforms. It will also be important for them to maintain some control over what they post and how they communicate. Users have become accustomed to the ability to customize their profiles and pages in Web2, and they will expect this when moving to Web3. Additionally, due to the immersive element of Web3 spaces, a solid design will allow a metaverse community to interact in a much more human way than what happens on current social media platforms.

As with Web3 games, the visual appeal – futuristic, nostalgic, or somewhere in between – is often what piques gamers’ interest in the first place. The gameplay, interactivity, and resulting fun keep them sticking around.

Above all, everything in production must be future-oriented. If companies aren’t talking to Gen Z and Alpha (aka the creators and users of the future) when building their metaverses, they’re doing themselves a disservice.

Metaverse design comes into its own as an art form

The rise of metaverse products as a service (MaaS) has seen design tools move from the hands of Unity, UE5 or other game engine developers to the hands of creators. Using a drag-and-drop user interface, people with a good eye for space design are now able to bring their virtual ideas to life in a way that has never been possible.

In this new frontier, everyone from individual designers to entire business teams can work uniquely to design spaces for themselves and others, creating additional opportunities for the right people with the right vision and attention to detail. . Now is the time for Web3 companies to locate and connect with these people.

A big investment will pay off big

High-quality design by a high-quality designer is expensive, and with good reason. The best designers have often spent decades honing their craft and rightfully deserve to be compensated accordingly. Web3 companies that invest heavily in technology, infrastructure, scaling, etc. would do well to apply the same principle to design and budget it with everything else.

An important step a company can take to refine their approach to digital design is the recruitment process. Examine the portfolios of potential candidates. How long has he been a designer? What are their flagship projects? Every designer should have a visible portfolio and be able to showcase their best work in relation to the task at hand. Together, companies and Web3 designers can create visuals specifically designed to appeal to a company’s target audiences.

A simple upgrade in design habits will produce results

There is more to be gained from investing in design than just a beautiful product. Users will see that a company cares about its virtual appearance and will gravitate towards it. User engagement has long been key to the success of online businesses in their current formats, and that won’t change with the continued rise of metaverses or games. If a Web3 company can capture users’ attention, create a distinctive experience, and deliver that experience consistently, the opportunities are endless.

The design takes into account the visible components of any customer-facing business, including metaverses and games. It’s the first impression, and first impressions last. Companies that put design first in their Web3 business – by hiring mindfully, budgeting intentionally, and putting aesthetics and usability at the forefront of everything they do – will reap the rewards.

About the Author:

Alex Nicholls, CEO of SWALLOW, is a crypto and fintech professional as well as a sales, marketing and communications expert with experience in multiple startups across various industries. In 2021, he joins SWALLOW, a company that collaborates with the best tattoo artists in the world to bring a global digital distribution network to the tattoo industry, from product branding to video games. SWALLOW underlines the inherent artistic and cultural value of tattooing by creating a space in the metaverse designed for artists, tattoo enthusiasts and gamers to congregate, interact and transact, facilitating common familiarity with Web3 and NFT spaces. while retaining the atmosphere of the existing one. real world community.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.


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