Designing The Dematerialised
Blockchain and Finance Services, E-commerce
Team Leadership, Mentoring
Cross-functional Team Collaboration
UX Strategies
User and Competitor Research
UI Design
Design System
UX Writing
Usability Testing
Handover to Development
Quality Assurance
Berlin
2020-2023
I played a key role in shaping The Dematerialised (DMAT), by leading design processes, developing a comprehensive design system, conducting thorough quality testing, and creating accessible, user-friendly solutions customised to e-commerce needs, and Augmented Reality and Blockchain technologies. I guided UX/UI designers, brand designers, and the production team, fostering cross-functional collaboration. By ensuring clear communication between stakeholders and global teams, I contributed to enhanced productivity and seamless project execution.
Since 2020, the DEMAT partnered with 26 brands/creators, launched 34 campaigns, listed 94 unique items, acquired 20k NFTs, gained 13k loyal users, reached 1M in transactions, 90% of launches were sold out in less than 1 hour. In 2024, before the extensive rebranding project, the DEMAT was nominated in the Digital Solution category at the National Design Award of Latvia.
The Dematerialised
The Dematerialised LTD (DMAT) is a straightforward and necessary application built on a Web 2.0 basis. The main function of this application is to present and distribute digital fashion NFTs in an accessible and transparent way. Mirroring the online shopping process of physical fashion, The Dematerialised is bringing digital fashion closer to tech-weary fashion consumers while making complex cryptography processes easier. The Dematerialised offers a familiar structure of purchasing fashion. It additionally includes Augmented Reality, ownership rights in virtual/digital reality, and blockchain minting opportunities. The Dematerialised is attracting both fashion consumers and crypto enthusiasts. Users can collect authenticated virtual goods, access AR filters, 3D files, and access more content directly on their Dematerialised profile.
Originality and creativity of the idea
DMAT is one of the first phygital fashion marketplaces, collaborating with established fashion brands and emerging digital fashion artists. Users can buy digital fashion NFTs by paying in fiat or cryptocurrency. The complex Web 3.0 minting process runs behind the scenes. The purchased NFT can be used or resold. Each NFT has an authentication certificate. In order to sell NFTs in a blockchain market, the user has to assess the conditions for investing. Digital fashion NFTs can only be worn in a virtual environment using augmented reality and social media filters. Phygital NFTs are popular, they allow a person to dress their physical and digital identities in the same clothes, creating a sense of connection. The user can also buy wearables and collectables. Wearables are wearable abstract expressive objects and accessories, as well as clothing and shoes. Collectables are art and design objects.
Problem definition and the appropriateness of solutions for the task
DMAT has been selling digital fashion for four years and innovating its development and application. In the traditional sense, fashion has two uses - the physiological need to cover and keep one warm and the self-realization need to express identity or show status. Since the beginning of the digital age, digital fashion has been used to express digitally through personality individualization. A recent study showed that user-owned NFTs lacked application because they could not be adapted to digital identities. They could not be 'worn' or otherwise used for self-expression. DMAT developed the need for digital fashion, allowing people to dress in clothing that did not exist before while adapting the clothes to each body type. This main feature is the integrated filter function, which uses augmented reality technology.
Collaboration, stakeholder engagement, and teamwork throughout the work process
DMAT and LUKSO have a common founder, both products have a shared ideology: a dedication to bridging the gap between NFT enthusiasts' knowledge and complex blockchain technology. The collaboration between both is a natural progression. The partnership is rooted in a mutual goal: to create practical use cases for blockchain technology, thereby paving the way for its mainstream adoption. As many products have already been minted on the LUKSO blockchain, DMAT will further launch products on the LUKSO blockchain and collaborate to onboard meta-curious users to Web 3.0. Further, DMAT has been differentiating itself from other digital fashion brands through strong collaborations with popular brands like Karl Lagerfeld, Paper magazine, Aespa, and Vogue
Functionality and technological solution
NFTs are linked to a complex encrypted and decentralised blockchain system. After Web 2.0. which is a more dynamic and user-driven development of the original internet, Web 3.0 was recently developed and is built on blockchains, a digital ledger technology that ensures transparency, security, and data integrity, making it tamper-resistant. One of the greatest challenges is onboarding new customers and creating a digital wallet, which can confuse fashion enthusiasts without Web 3.0 experience. A wallet is necessary to purchase and own an NFT (acts as NFT identity and “holder”). To improve the experience, DMAT has implemented a simple email link to log into the profile, personal support in the minting process and payment, and sometimes even a payment option in fiat (government-issued currencies).
Aesthetics and other dimensions of quality of experience
DMAT took an innovative approach based on product design standards. With the contrast match, DMAT ensures accessibility for visually impaired people. The black-and-white interface is designed in a minimalist style to make the collections' colours stand out. Both interactive and augmented reality technologies are integrated. The NFT can be worn and showcased using a smartphone and social network, and face filters can be applied. The NFT owner receives a certificate of authenticity, and some NFTs have files available. When edited in 3D software, they can be saved as unique versions for reuse in computer games. Findability is essential in the purchase process, with sorting and filtering, available NFTs can be quickly searched. A feature for the availability of NFT on a specific blockchain has been incorporated to inform that each NFT can be bought and sold (as the value increases) on an identical blockchain.
Economic importance, sustainability and orderliness
Blockchain technology has gained great popularity because of its promise to create a decentralized and transparent nature. NFTs especially are tools that make it possible to create an active environment for secure media assets with verified ownership and belonging. In theory, anybody can see the content on a blockchain, but nobody can change the history of the content visible on the blockchain. The Dematerialised is working towards fulfilling this promise of transparency and ownership by supporting its users in understanding the necessary technological basics to use this technology to their advantage. Digital fashion NFTs are a popular way for fashion brands to stay relevant and modern. DMAT is helping brands connect to this new wave of Web 3.0 and allows them to reach different user groups.
Social relevance, inclusion, availability and accessibility
Digital fashion offers a new level of inclusivity in the fashion industry, primarily due to its flexibility and adaptability. Digital garments and accessories are not constrained by physical manufacturing limitations, allowing them to fit any body type perfectly. Everyone, regardless of their size or shape, can enjoy the latest styles. Digital fashion, without the typical cost and material constraints, enables designers to create more diverse and imaginative designs. This shift means fashion is no longer just about what to wear, but how users choose to represent their unique identity in a virtual space. To increase the accessibility of blockchains and Web 3.0, DMAT is adjusting experiences of the purchasing process endlessly. With every feature build, crypto-savvy users and tech-avoidant fashion users are considered.
A team
I had the privilege of working with an incredible cross-functional team of talented individuals. My deepest gratitude goes to The Dematerialised founders, Marjorie Hernandez and Karinna Grant, UX/UI designer Margarita Fray, head of product Alexandra Ilg, 3D artists Nina Doll and Schirin, head of marketing Annbritt, developers Oleg Yarin and Alexander Ryazanov, and many others with whom I collaborated over three amazing years. This product would not have been possible without each of you—thank you for making it happen!