Magic Eden
magiceden.com
Magic Eden, one of the leading NFT marketplaces, aimed to expand its reach by integrating the Ethereum blockchain. This meant supporting Ethereum collections across primary and secondary sales, while competing with entrenched players like OpenSea. Our team was brought on to design and implement the infrastructure that would make this expansion possible.
Product Lead
Figma, Notion
Tools
Role
My Role
Collaborated with engineers to understand infrastructure constraints and worked with stakeholders to define success metrics for Ethereum expansion.
Product Discovery
Created wireframes and flow diagrams to visualize how Ethereum collections would appear, trade, and settle alongside Solana assets.
Experience Mapping
Updated Magic Eden’s design system to accommodate multi-chain functionality (e.g., chain selector, collection labels, order routing indicators).
Design Systems Alignment
Bridged backend development with design priorities, ensuring API work translated directly into user-facing value.
Cross-functional Facilitation
The Process
Scoping the Multi-Chain Experience
Ran discovery workshops with the Magic Eden team to align on business priorities: Ethereum support, liquidity aggregation, and seamless cross-market execution.
Prioritized features into MVP (Ethereum support + basic trading) vs. future phases (advanced analytics, cross-chain portfolio views).
Designing User Flows & Wireframes
Designed cross-chain UX: how users discover collections, understand which chain an asset is on, and complete purchases without friction.
Simplified backend complexity into clear UI patterns (e.g., subtle ETH/SOL chain tags, unified order book view).
Design Principles
Keep the interface clean and simple. Use intuitive dashabords, navigation, and terminology to make the app easy to understand for users with varying levels of web3 expertise.
Simplicity and Intuitiveness
Prioritize information based on importance. Ensure that critical NFT data, such as floor price, marketcap and volume is easily accessible and prominently displayed.
Clear Information Hierarchy
Create a user-friendly onboarding process that guides users in connecting their crypto wallets, and initiating transactions.
Seamless Onboarding Experience
The Solution
Ethereum Integration
We enabled Magic Eden to support Ethereum-native collections directly within the platform. This required updating the design system with chain-specific tags, adjusting listing flows to account for ETH pricing and gas fees, and ensuring the experience remained consistent with Solana collections.
Cross-Marketplace Execution
To maximize liquidity, we integrated an order aggregator that surfaced listings from OpenSea and Blur. From a design perspective, we created subtle indicators showing where a listing originated, while abstracting away technical complexity for the user.
Outcome
- Multi-chain Growth: Magic Eden expanded its user base by offering Ethereum support.
- Increased Liquidity: Aggregated orders created a deeper pool of NFTs accessible from one platform.
- Strategic Differentiation: Positioned Magic Eden as more than a Solana marketplace — as a true multi-chain NFT hub.
+10k
ETH Volume within first month
25k+
ETH NFTs tradable at launch
3+
NFT Marketplaces Connected