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Primobots is a web3 AR/VR startup, with immersive storytelling and community-centric experiences that educate and entertain web3 audiences. This startup was founded in 2021 by Ish Verduzco and me. Ish was tackling the marketing and community-building side of the startup, while I was in charge of the design and art. We also hired a small team to help us with the other parts of the business.


In late 2021, the web3 space was overcrowded with a lot of NFT projects. People were being shilled projects that often overpromised and underdelivered. A lot of NFT projects were JPEGS only, and had no entertainment value or educational value. We wanted to enter the web3 space, but the challenge was to build a brand with products and services that would not only entertain people but also educate them, bring them together and help them learn about the web3 space with ease.

  • To build a brand that entertains as well as educates people in the web3 space.

  • To help onboard new folks onto the web3 space.

  • To create community-centric experiences and bring people together.

  • To make NFTs unique enough that it sets us apart from other NFT projects, but doesn’t alienate our users.

  • When it came to the art, I seized the opportunity to draw inspiration from the vibrant world of pop culture, superheroes, and beloved comics. It was a chance to create something truly captivating and adored by users.

  • As for the NFT experience, we embarked on a thrilling journey into uncharted territory. We dove headfirst into the realm of AR/VR experiences, a path few NFT projects had ventured into by late 2021.

  • When it came to community-building and onboarding, Ish brought his invaluable marketing and social expertise from his previous startups. Meanwhile, I eagerly offered my support in anything related to branding or product development, ensuring that together we would achieve remarkable results.

  • Los Angeles, CA, USA

  • Global (Remote)

  • Phase 1: 5 months

  • Phase 2: 4 months

  • Phase 3: 5 months

  • UX Research

  • UX Design

  • 3D Art

  • Augmented Reality

  • Virtual Reality

  • Figma

  • Adobe Illustrator

  • Adobe Photoshop

  • Adobe Premiere Pro

  • Adobe After Effects

  • Blender



We knew right from the start that our project couldn't settle for just being another run-of-the-mill website or app. No, we wanted to kick it up a notch and deliver mind-blowing value to our amazing customers. But first, we had to crack the code and understand what makes them tick.

So, we set out on a quest to uncover the secret sauce by asking these thrilling questions:

  1. What aspects of the art and story in a compelling NFT/web3 project resonate with them?

  2. What specific utilities do they desire from founders after purchasing NFTs?

  3. What challenges do they face that impede their progress in acquiring web3 knowledge or even simply entering the space?

Ish shared his insights from his time talking and meeting people in web3, and as for me, I delved into interviews and interviewed 12 people to ask them these three questions. I took notes, and here’s what came out of it:



Here are the findings from the above affinity map...drumroll, please!



We knew quite a lot about our customers at this point, so I decided to create a user persona to keep the team aligned on who our ideal user was going to be and to ensure that we had a complete understanding of their pain points as we go through this project.


Now that we’ve got John by our side, let’s look at what his journey looks like when he wants to get into a new NFT project:

  • We uncovered that we had to unleash the power of utility and storytelling alongside mesmerizing art—that is what people wanted.

  • Our NFT had to be more than a mere JPEG, something that could embark on thrilling metaverse adventures.

  • We as founders, had to enlighten our customers with the Web3 knowledge through our brand.

Finally, we zeroed in on the challenge at hand:

“How might we create an NFT project with good art, story and utility for John so that he can use it in the metaverse and stay ahead of the curve in Web3?”