Case study
A New Web3 Platform
Expertise
Product Design, Branding
Platforms
Web, Mobile
Role
Everything
Year
2022
Intro
Web3 is such an exciting yet foreign concept for most of us, and with all the platforms out there, it’s very difficult to navigate the space.
Goal?
Create a platform that can do it all in Web3. Trade crypto, view educational videos, and trade NFTs – all to not only improve user experience, but to attract new users.
Crafting the Personas
Three personas were crafted based off of common use cases in the Web3 space. These personas, each of which embodied typical user goals and needs, highlighted potential problem areas and pain points that allow for improvement in the user experience.
Locking onto Key Usability Issues
The personas I gathered allowed me to gain insights of the main frustrations users were experiencing while talking about Web3. The main user pain points included:
Barrier for entry is overwhelming
Not enough info on what this new space is
Too many platforms to connect to
Mapping out the Website
I also put together a sitemap to outline how the site will flow and how users will be able to interact.
A video that went viral
Our team strategized to capitalize on the power of virality in social media by creating a video response to the critics’ negative reviews. In order to communicate our messaging, our team created a video for social media asking consumers who they trust, themselves or “a troll behind a keyboard.” We completely changed the existing narrative by taking the mobster mentality behind the film and using it to our advantage. This attitude was an effective marketing tool, as it tied in the film’s messaging.
What made our video stand out among the rest and go viral was our ability to turn a negative situation into a positive one. With all the unfavorable press surrounding the Gotti release, our team put together a one-of-a-kind approach to turn our audience’s attention away from the media and towards the movie itself. Through the use of video, we were able to directly call out the critics in a playful manner and pivot the conversation in our favor.
I created a viral video that millions viewed.
Turning a negative into a positive
With $0 in media buy, we cleverly got critics to spread the word about our video and the film by them organically responding to the content. We knew the critics would react personally either in offense or jest to the video’s message and would express their reaction publicly, thus unwittingly giving the video a boost in national coverage – major publications that negatively reviewed the film covered the release of the video, which brought more attention to the film.
Results?
In effect, we got other people to promote our film for us, empowering audiences over critics. This led to a complete change in the narrative which resulted in us retaining all of our screens going into a second weekend (unheard of for a 0% movie), and delivered a profit to the film’s distributor.
