NTWRK NFT Case Study
Building an NFT Marketplace in Under 90 Days Without Internal Engineering Resources
Project Snapshot
NTWRK (now part of Complex)
Web3 & NFTs
March 2021 - June 2022
Technical Product Manager
React, Node.js, Ethereum, IPFS, Web3.js, PostgreSQL
Product Management, Blockchain Development, Marketplace Strategy, Technical Architecture
Summary: NTWRK NFT was a mobile-first NFT marketplace that let artists sell digital collectibles during live shopping events. I built the team and launch plan from scratch and got it live in under three months.
The Problem
NFTs exploded in popularity in early 2021. Artists wanted in. Collectors wanted in. NTWRK's creator community wanted a way to mint, sell, and promote digital collectibles. Fast.
But NTWRK had a few major constraints:
No Internal EPD Bandwidth
No internal EPD resources available to support new R&D projects
App Store Limitations
No ability to launch inside the core native app (due to App Store and Stripe NFT limitations)
Time Pressure
No time (NFT hype was peaking fast)
The opportunity was clear: launch a standalone web-only NFT experience that leveraged NTWRK's artist relationships and user base... without breaking anything else in the system.
The Backdrop
NTWRK was best described as QVC meets Gen Z: an app for livestream shopping drops from top creators in fashion, music, sports, and art. NTWRK has since acquired Complex, expanding its reach even further into "superfan culture."
I was hired directly by the CTO to lead a skunkworks project: build and launch an NFT platform for creators in less than 90 days. No team. No roadmap. No integration with the existing app. Just a blank slate and a fast-moving market.
My Role
I acted as the founder of this initiative:
- Defined product vision, constraints, and go-to-market
- Assembled a global dev team from scratch
- Led user research with artists and collectors
- Managed full product lifecycle: scoping, UX, technical architecture, QA, and launch
I also navigated NTWRK's internal politics: negotiating limited resources and carving out a lane for something radically different.
The Solution
We knew we couldn't build inside the native app. Apple didn't allow NFT commerce at the time, and Stripe didn't love the risk either. We also couldn't afford to build custom smart contracts: too slow, too risky.
So we went lean:
- Mobile-first web app that worked across devices
- Built on top of OpenSea's SDK to leverage audited contracts
- Kubernetes containers that could autoscale to handle NTWRK's intense traffic spikes during live drops
We designed it to support livestream events, offer timed NFT drops, and onboard artists with zero prior Web3 experience.
Results That Mattered
Launch Timeline
First Month Sales
- Ran 20+ drops with high-profile artists and global brand partners
- Gained public praise from the CTO for execution speed and team assembly
What I Learned (and Would Do Differently)
This was a crash course in speed vs. strategy.
We moved fast and shipped. But in hindsight, we didn't spend enough time crafting a strong differentiator or long-term vision. Our strategy boiled down to "move fast and ride the wave," which worked short-term, but lacked staying power.
Some key lessons:
- NFT buyers wanted Web3-native artists. Our focus on traditional artists didn't resonate with core collectors.
- We underestimated marketing. As a skunkworks project, we had limited access to NTWRK's main marketing engine. Each drop had to compete with others for airtime.
- Speed isn't a substitute for strategy. I now prioritize aligning stakeholders early on a clear mission, vision, and strategy so teams can move faster with fewer approvals later.
On the upside, I gained:
- Deep experience managing brand-new tech (OpenSea SDK, Ethereum wallets)
- Real-world learnings on team building, contractor management, and stakeholder alignment
- A strong foundation in Web3 product design and risk mitigation
- A better instinct for when to push fast and when to zoom out and plan
Want to Talk Web3, Live Commerce, or Lean MVPs?
I love building 0-to-1 products at the edges of what's possible. If you're working on something in commerce, content, or community, let's connect.