In the blockchain space, users are constantly inundated with information. Unfortunately, much of this information can become redundant and even noisy at times (at the time that this post was written, CoinMarketCap was displaying 1,926 cryptocurrencies). This, simply, is far too much information for anyone to take in; and even for crypto enthusiasts can feel like an insurmountable task. Many of you reading this now are probably all too familiar with the idea of a “crypto rabbit-hole.”

In efforts to unveil more insights within this noise, we primarily turned to our competitive research for further guidance: we conducted a full, 360-degree brand and communications audit for 5 decentralized exchanges, 8 centralized exchanges, 3 fintech organizations active in blockchain, and 3 out-of-category disruptors. From this competitive set, we focused on each organization’s brand purpose; how that brand was then positioned within the digital ecosystem as well as the physical world (where applicable); and key positioning pillars for each brand.

From this research, we found there were many blockchain organizations claiming to be “The Most Liquid…” or “The Most Trusted…” or “The Leading…” Trust, inclusion, and disruption are many of the larger themes that exist in the industry. It was evident to us that being “different” in the blockchain space was a larger task than originally anticipated. We saw this challenge as an opportunity to be unique.

Blockchain and people

We filtered through the noise, dug deeper into the industry and its potential for impact, and came to the conclusion that people should be the focus. We saw that some brands had implied references to people by referencing “the world.” The intention to be inclusive was great but the broad, generic categorization of “the world” seemed too lofty and not specific enough.

On the other hand, there were other brands focusing on the technical capabilities of blockchain technology and cryptocurrencies. Some brand purposes referenced cryptocurrencies themselves and others took an even more specific approach by highlighting technical competencies of the technology (i.e., referencing words like “decentralization” and “trustless”). This approach made most sense to target users who have an advanced understanding of the technology. For communicating with the uninitiated, this wasn’t so effective.

By taking a few steps back and reviewing our research, we realized that despite the countless number of times we heard the “unignorable” and “industry shattering” change that blockchain technology would bring to the world, no one was talking about the most important element… people.

Our rejuvenated central idea of people took us towards a whole new direction. It was clear from the inception that we placed exceptional emphasis on our user experience. Equally important, our emphasis on user experience extends beyond our product design. This was something that was at the core of our company ethos.