Reddit engineer shares strategy behind NFT onboarding at EthCC

Mirela Spasova, Reddit’s senior engineer on the collectible avatar project, took the main stage at the Ethereum Community Conference (EthCC) event in Paris to highlight Reddit’s strategy to engage millions of users on its blockchain-powered platform. Supported digital collectibles.

In her presentation, Spasova said that the primary motivation behind running collectible avatars on-chain is to give users freedom of use. Taking an on-chain approach gives users the ability to make their own choices, including the option to resell avatars on popular non-fungible token (NFT) marketplaces like OpenSea.

This means that after purchasing avatars from creators on Reddit, users will be able to move forward with the NFT ecosystem and potentially benefit from the growing digital collectibles market.

Screenshot of Spasova’s presentation at EthCC. Source: Youtube.

In 2022, Reddit launched a blockchain-powered collection avatar with NFTs molded on Polygon. Spasova said the goal was to gain wider acceptance and help creators monetize their collections. To achieve this, he said, Reddit has prioritized user experience, reducing friction, marketing the benefits of the product and providing a unified experience.

As Spasova explained, to reduce friction between users, Reddit made strategic trade-offs, which included developing a non-custodial wallet, the “Reddit Vault,” for rapid onboarding within 30 seconds. They also introduced fiat purchases for web and iOS users. To improve the experience, he further said, Reddit has ensured that users receive their collectible avatars immediately after claiming them. They built an asynchronous system to query mined and transferred status, and to update collectible metadata after NFTs are mined.

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In the presentation, Spasova explained how they structured the messaging structure to interact with new users while emphasizing product benefits, value, and overall user experience. In her words:

“You get a blockchain-powered collectible item and no NFT offers it all.”

Spasova concluded that more than eight million users joined Wallet because of the user experience strategies Reddit implemented on collectible avatars. He also pointed to positive side effects, such as fostering organic community engagement between artists and users within the ecosystem. In addition, users’ investment in building various tools on the collectible avatars has enriched the overall experience of the community, he said.

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