Overview
CalummaKey × HeirLionHeir is a concept focused on simplifying how collectors experience ownership across physical and digital products. The goal was to create a premium, intuitive marketplace flow where users could explore and purchase a connected set of assets rather than navigating fragmented systems.
This work explored how a new model of collecting could feel both innovative and immediately understandable.
The Challenge
Collectors operate across disconnected platforms, often managing physical cards, digital collectibles, and marketplaces separately. This fragmentation creates confusion, reduces trust, and makes purchasing decisions more difficult.
Key challenges included:
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Lack of clarity in ownership across platforms
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Friction in navigating multiple systems
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Uncertainty around digital asset value
My Role
I led the research direction, product thinking, and experience design for this concept.
My responsibilities included:
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Defining the problem space and user needs
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Conducting exploratory research and behavioral analysis
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Structuring the “trifecta” product model
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Designing simplified user flows and interaction patterns
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Translating insights into a clear and premium user experience
Research Approach
This project required understanding both traditional collectors and users exploring digital ownership. The focus was on clarity, trust, and behavior.
Competitive Review
Analyzed platforms like Topps, CollX, and digital marketplaces to understand patterns and gaps.
Information Architecture
Structured product relationships to reduce complexity and improve understanding.
Behavior Observation
Reviewed how collectors browse, evaluate, and purchase across physical and digital environments.
Iterative UX Writing
Refined messaging to clearly explain ownership and purchasing steps.
Concept Framing
Explored how users interpret bundled ownership and value across multiple asset types.
Key Insights
Structured the product around a clear “trifecta” model
Simplified browsing to reduce distractions
Clarified relationships between physical and digital assets
Designed a guided purchase experience
Introduced premium visual direction to reinforce trust
Feature Product
Outcome
This work established a clear direction for presenting a new type of collectible experience. It demonstrated how simplifying structure and messaging could make a complex concept more accessible and trustworthy.
Improved ownership clarity
Simplified purchase flow
Increased user confidence
What I Learned
This project reinforced that innovation must be supported by clarity. Users are more likely to engage with new ideas when the experience feels understandable and trustworthy.
My role extended beyond interface design. It focused on simplifying a complex system into something users could confidently navigate and adopt.
