Deadstock
Deadstock is a block-chain based solution to prevent counterfeit luxury apparel. When I first joined this startup, it was a B2B service, in which they would sell this integrated authentication service. I was recruited by the CEO to help design a B2C experience as an e-commerce social media app to build the experience in addition to all of their branding assets.
1x Designer (me)
1x CEO
1x Engineer
1x CMO
0 → 1 Product Development
4 months
Nike Dunk SB Low Staple NYC Pigeon
$200
>$21,000
Nike x Kanye West Air Yeezy Red October
$250
>$13,000
Jordan 1 OG Chicago (1985)
$65
>$8,000
However, the counterfeits are getting really good, causing consumers to purchase them and thus, they end up losing their trust in the brand. Online counterfeit sales are responsible for approximately $30.3 billion in annual losses to luxury brands.
of consumers unintentionally bought counterfeits
of scammed consumers lose trust in the brand
Online marketplaces such as StockX, Goat and TheRealReal authenticate a seller’s items where a person physically inspects them before it is sent to the buyer which leaves room for human error. As the company becomes the middle man, all buyers and sellers are anonymous, and it lacks a community. Depop and Poshmark both have social features, seller ratings and DM’s, however, they lack any sort of authentication.
Demographics:
- Resellers & Second-Market Buyers (StockX, GOAT)
- Retailers & Employees at Major Brands (Nike, Adidas, Yeezy)
- Counterfeit Buyers & Sellers
Survey Results [ n = 150 ]
Goal: Identify key pain points in resale marketplaces and opportunities for innovation
Lack of Community-Driven Marketplace
Different apps for both marketplace transactions and community engagement
No Way to Track Item History
Buyers are interested in knowing the ownership and transaction history of an item
Declining Trust in Authentication
Authentication failures lead to consumer uncertainty
Through the customer journey, I want to ensure that we are creating a solution that solves each touchpoint, from discovery to purchase to transparency to loyalty.
I collaborated with the PM to ensure that the necessary features were mapped out and helped me visually see at a high level all the user decision points and screens that I needed to create.
Discover, connect, and transact seamlessly in one place.
Get inspired by the community feed, buy exclusive products, or sell with confidence—all within a thriving resale ecosystem.
Shop with confidence by accessing full ownership and transaction history.
Get a unique passcode upon item receipt for secure verification.
What’s needed is beyond human sight in authenticating products. Blockchain has promise in providing this mechanism and Deadstock has propose a viable application of it.
Leah Evert-Burks
Former Director of Brand Protection
Deckers
Many industries desperately need a secure solution to counterfeiting. Deadstock’s blockchain solution will save brands and consumers time and money and lift brand equity in a powerful way.
Krista Treide
Former Global Director
Nike
Enhance social engagement through live streams to showcase and sell products in real-time
Partner with brands to launch exclusive drops, limited-time events, and special promotions
Expand beyond luxury goods to include a wider range of resale products
Create unique experiences for brands to connect with consumers with blockchain
Introduce loyalty programs, badges, and incentives to encourage engagement and repeat transactions
Lead with Research
Working as a sole product designer with a small team who focused mostly on the business side requires a lot of research like surveys, interviews and testing to help inform design decisions
Stay Ahead of Trends
Best design practices change constantly – monitor industry trends and analyze competitors.
Design for Scale
Designing with scalability in mind ensures that solutions can adapt as the product grows.
Bridge UX and Blockchain
Leverage emerging technology and understand how it can integrate with UX.
