WWE Moonsault: The Vault, Reimagined
Mid-size Case Study NFT marketplace UX & launch for WWE fans
Role: Lead Product Designer (UX/UI • Branding • Web3 • E-commerce)
Timeline: March 2022 – September 2022
Collaborators: FOX Emerging Tech • WWE • Blockchain Creative Labs
The Opportunity
WWE’s fanbase is massive, global, and emotionally invested but that passion doesn’t extend beyond passive viewing.
💰 The WWE brand generates over $1.3 billion in annual revenue, with much of it tied to media rights and fan-driven merchandise.
🎯 Fox invests $10M+ to license WWE Superstars and unlock decades of archival footage including moments never aired or long forgotten.
📉 Yet there’s still no immersive, collectible-first experience where fans can own and relive those moments.
Moonsault is built to transform WWE nostalgia into collectible ownership giving fans a new way to connect with their favorite Superstars and moments.
It creates value for three key groups:
Fans, who want to own a piece of their favorite Superstars from rare, unseen clips to limited-edition highlights from live events like SummerSlam or Rage in the Cage.
Fox, which is looking to drive new revenue by activating its deep media archive and experimenting with next-gen fan engagement.
WWE, which aims to modernize how fans experience content and capitalize on the booming digital collectibles market.
Fans
Moonsault gives WWE fans something they’ve never had: ownership. It turns passive watching into active collecting, letting fans own iconic moments from their favorite Superstars from rare legacy clips to fresh highlights and stake a claim in WWE history.
FOX
FOX unlocks value from WWE’s media archive by turning rare, unreleased moments like an exclusive Stone Cold interview into limited-edition digital collectibles. By offering these assets as NFTs, FOX creates new monetization pathways and deepens fan engagement through ownership.
WWE
WWE redefines fan connection by unlocking their legendary vault. They empower fans to own and relive iconic moments, turning decades of wrestling history into a vibrant, interactive experience that deepens loyalty and drives new revenue streams.
Key UX Features
Moonsault’s design bridges nostalgia and innovation:
The Vault
A sleek, 3D warehouse where fans explore and purchase rare WWE clips as NFTs from vintage classics to fresh drops tied to live events.The Fan Cave
A personalized digital space where fans showcase their collection, celebrate their favorite Superstars, and kick back in the Screening Room a virtual lounge to watch and rewatch every clip they own. Fans can also explore the Collectibles section, featuring 3D-modeled, highly detailed items like a championship belt, crafted to match the real-world original down to the last rivet.Responsive by Design
Every part of Moonsault from browsing the Vault to relaxing in the Fan Cave adapts flawlessly across mobile, tablet, and desktop, ensuring fans enjoy an optimal experience no matter how or where they connect.
The Vault
The Vault transforms wrestling history into a dynamic 3D space where fans explore, discover, and collect rare clips as NFTs. Its intuitive design makes navigating the vast archive effortless turning browsing into an engaging journey that fuels fan passion and opens fresh revenue opportunities.
The Fan Cave
The Fan Cave offers fans a personalized digital home to showcase their WWE collections. With immersive spaces like the Screening Room and 3D Collectibles display, it brings owned moments to life deepening engagement and celebrating fandom in a whole new way.
Responsive by Design
The Vault was designed to deliver a seamless experience across all devices. Whether fans browsed drops on mobile, explored 3D spaces on desktop, or showcased their collection on tablet, every interaction felt optimized and immersive. The experience adapted fluidly letting users collect, view, and engage wherever they were, without compromise.
Impact
WWE Moonsault redefined fan engagement and unlocked new digital revenue streams, shaking up a traditionally static industry. The platform quickly captured fan enthusiasm and generated significant sales, proving the power of merging NFTs with iconic wrestling content.
📈 Generated over $79K in secondary NFT sales by September 2022
👥 Engaged over 6,000 fans in the WWE Universe Discord community
💎 Delivered rare, exclusive content like legendary Stone Cold interviews that fans can’t find anywhere else
💼 Secured FOX’s $10M WWE IP licensing deal, expanding digital asset opportunities
📰 Featured in Forbes, Variety, and TechCrunch as a pioneering step in sports entertainment NFTs
💰 Opened fresh revenue channels by turning dormant WWE archive footage into collectible NFTs
Executives credited Moonsault’s compelling UX and unique fan ownership model for unlocking new business potential, while fans embraced a whole new way to connect with their favorite Superstars.
Role and Reflection
I led WWE Moonsault’s product and graphic design from concept through launch driving UX, UI, and motion graphics while collaborating closely with WWE and FOX stakeholders. The strength of the design played a key role in FOX securing the $10M WWE IP licensing deal, creating a polished, immersive experience that elevated fan engagement and business impact.
WWE Moonsault in the press
Stubios captured media attention across the entertainment and tech worlds highlighting its innovative format, Gen Z appeal, and Issa Rae’s involvement.
Forbes – WWE and Fox Team Up for NFT Revolution
How WWE and Fox are transforming fan engagement through blockchain collectibles.Decrypt – WWE Launches Massive NFT Marketplace with Fox
A deep dive into WWE’s digital collectibles strategy and market impact.TV Technology – Fox Unveils Moonsault NFT Platform for WWE Fans
Exploring the innovative tech behind the Moonsault fan experience.Wrestling Inc. – WWE Drops Exclusive NFT Collections via Fox
WWE’s move into NFTs creates fresh revenue and fan ownership opportunities.Crypto Times – Fan Reaction to WWE’s Moonsault NFT Debut
How fans are embracing WWE’s new digital collectibles platform.