April 19, 2024

Senior Reddit Engineer Unveils Strategy for Blockchain-backed Collectible Avatars at EthCC Paris

Mirela Spasova, a senior engineer at Reddit working on the Collectible Avatars project, took the stage at the Ethereum Community Conference (EthCC) event in Paris to share insights into Reddit’s approach to bringing millions of users onto its blockchain-based digital collectibles platform.

During her presentation, Spasova emphasized that the main goal of running Collectible Avatars on the blockchain is to empower users with the freedom to use their digital assets as they see fit. By adopting an on-chain approach, users can make their own choices, including the option to resell their avatars on popular nonfungible token (NFT) marketplaces like OpenSea.

In 2022, Reddit launched the blockchain-backed Collectible Avatar project featuring NFTs minted on Polygon. The aim was to achieve widespread adoption and support creators in monetizing their collections. To achieve this, Reddit focused on enhancing the user experience, reducing friction, promoting the product’s benefits, and providing an integrated experience.

Reddit made strategic decisions to minimize user friction, such as developing a noncustodial wallet and a “Reddit Vault” for quick onboarding in just 30 seconds. They also introduced fiat purchases for web and iOS users. To further improve the experience, Reddit ensured users received their collectible avatars instantly upon claiming them. They built an asynchronous system to query the minted and transferred state, updating the collectible metadata once the NFT was minted.

In her presentation, Spasova highlighted how Reddit crafted its messaging to interact with new users, focusing on emphasizing the product’s unique benefits, value, and overall user experience: “You’re getting a blockchain-backed collectible, and no NFT provides all of that.”

Spasova concluded that the user experience strategies implemented for Reddit Collectible Avatars resulted in onboarding over eight million users to wallets. She also mentioned the positive effects of fostering organic community engagement between artists and users within the ecosystem. Additionally, users’ contributions in developing various tools have enriched the overall experience for the community, according to her.

Photo by Brett Jordan on Pexels

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