Testing Positioning in a Wild New Market

The Challenge

Driving differentiation and engagement in a new-to-the-world marketplace for a leading cryptocurrency brand.

Our client – a leading brand in the cryptocurrency space – was launching a much anticipated NFT platform to bring community and marketplaces together. Crafting a compelling market position in a hyper-fluid, decentralized category is as daunting as it sounds… so they came to us for help! We set out to understand what really matters to NFT buyers (and creators!) and identify what messages would resonate best.

The Approach

We connected with NFT buyers and creators of varying experience levels to dig into what they needed and expected from a platform. We teased apart their tensions and what was truly driving them and untangled the context around their wants/needs while determining levels of priority.

We also consulted with top tier creators to gather their forward-thinking on the role of community in a web3 space and how the brand could position its platform accordingly. With each user group, we mapped their perceptions of category players and explored how to best express what the new platform could bring to the market.

The Impact

By flipping key assumptions (which is what we do best!), we uncovered what really matters to target users. Most importantly, we discovered that certain benefits and features are of interest to platform users but wouldn’t be appreciated until other specific needs were addressed.

We helped the brand successfully craft their platform launch messaging, uncover product design blindspots, and inform ongoing product development.