The Problem
ATTN.LIVE set out to unite live podcasting, NFT minting, and automated media distribution in one platform — for a user base of preachers, educators, comedians, and podcasters who had never held a crypto wallet. “Blockchain-native” and “accessible to a non-technical creator” were in direct tension, and most Web3 products at the time resolved that tension by ignoring the second half.
Live streaming home feed
My Role
I co-created the product concept with the founding team from day one, then led design end-to-end. Research surfaced three specific blockers: technical complexity at signup, monetization paths that assumed crypto literacy, and workflows fragmented across separate streaming and minting tools. I designed around a simple rule — if a user needed to understand gas fees or wallet addresses to use a core feature, that feature had failed. NFT creation and one-click streaming both went through multiple rounds of user testing until the blockchain machinery disappeared entirely behind familiar creator-economy patterns.
The Result
The platform opened a genuinely new monetization path for creators who would never have touched an NFT marketplace directly, while the brand identity gave ATTN.LIVE clear differentiation in a Web3 creator economy that, at the time, was mostly speculative and inaccessible to its actual target users.
Brand identity applied across mobile