Product Management
As Co Founder and Head of Product at tech start up Fantastec, it was my responsibility to shape and evolve Fantastec SWAP (one of four tech products we had 2017-2019) to achieve ‘Problem-Solution’ traction and then Product Market fit.
Like most ‘Product department functions’, we followed the Build-Test-Learn loops to continually improve our product to what our users and customers wanted as the NFT craze took hold in 2020-21.
My accomplishments were as part of a team of graphic designers, motion graphics experts, content production specialists, UX/UI and product mangers working with front end, back end and blockchain engineers. We delivered the following 10 Epic (large features) along with over 50 smaller but valuable user features over 6 years.
A pioneering ‘mobile first’ football NFT swapping marketplace for global fans
A pioneering digital signature NFT using blockchain to capture true authenticity and scarcity
A three step ‘guest’ onboarding process to get new users using a blockchain app within 20 seconds
An NFT content production system that placed match moment content from Arsenal or Real Madrid into an NFT and on sale within 24 hours
An A.I machine learning feature that recommended swap opportunities for global SWAP users based on their owned and missing collectibles
A secondary market where users could buy and sell their NFTs for money
A ‘Rewards’ feature which benefited users the more they collected
A two-world platform of European football and US college sports NFTs under one app
A synchronised responsive web app which empowered trading without App store fees
A pioneering ‘Redeemable token’ system for real world goods like food, drink and merchandise
2023
2020-21
2021-22
2019-20
2021-22
Product Feature Notable Results
2019-20
The Rewards feature automatically issued free NFTs when users reached a points milestone. Points were a result of NFTs collected based on their rarity. The feature also gave unique access to exclusive prizes and experiences through an entry board on a certain points level being reached. Not only did the feature produce an uplift in 17% in pack sales, a 34% increase in engagement over a monthly average, there was a further increase the average user dwell time to 14 minutes per day. Notably 37% of all new users to the app actively engaged with the feature on the first day of joining.
2020-21
A.I Assisted swapping increased the number of swaps from 600 a day to over 1000 between July 2020 and September 2020. SWAPs increased user dwell time in app to over 12 minutes per user on average
2021-22
CMS. Our internal content management and minting system, across 2021 and 2022, was improved in two stages as the platform moved from a private Blockchain to the Flow Blockchain. It was re-engineered to facilitate the ability to convert photo or video content from a football match into a minted NFT which was for sale in our store within 24 hours. This meant we could create huge anticipation for themed collections and between September and December 2021 all collection releases sold out - the fastest being within 2 minutes of release generating over six figures in revenue for the business.
2021-22
SWAPables. After a field research trip to US colleges in November 2022 a clear desire was established for NFTs which could be discovered in sports collectible packs that could be redeemed for food, drinks or merchandise at sports games. We built an MVP for Michigan State University and the Dairy Store milkshake NFTs achieved an 83% redemption rate where some people travelled across states to use them - great for the retailer and our test. This evidence proved demand and the full feature was built in the SWAP app for September 2023 launch.
2020-21
User onboarding. Three swipes and ‘guest account creation’ resulted in an increase in active onboarded users (where free packs were opened) from 37% to 73%
2023
The Marketplace deployment created a new revenue stream (marketplace fees) with over 10,000 transactions purchase within the first six weeks when launched in December 2021. The revenue volume generated was six figures for the year with the highest sale of a listed NFT for $23,000 and the highest list price of any single NFT being $500K
Product Discovery
Story mapping was a common process used by the Product team
Product Discovery was an essential element of the product development process. I have skills and experience in leading a team using:
Agile Approach with Sprint methodology with features under 8 weeks effort
Story mapping and feature prioritisation through RICE (Reach. Impact. Confidence. Effort)
Requirements documents
High and low fidelity prototype testing (Figma ) as part of user testing
Field research
In addition to desk research I have conducted several field research studies to assess market problem identification, SWAP platform (mobile and desktop) usability, and elasticity of demand. In November 2022 I led an 8 day research program across 4 US universities involving over 100 students which led to the discovery of the need for redeemable NFTs for food and drink, and a product we developed called SWAPables.
Test and Learn loops
All Fantastec SWAP feature development went through a process of competitor research, SWAP audience/ user ‘needs’ research and user testing.
As features were deployed surveys were issued and platform data analysed on Mixpanel, Google analytics, Power BI and through SQL to track traction and progress against KPIs.
SWAPables MVP test flyer
University of Michigan Field Research trip
Regular survey’s conducted across user base