Circle

Circle Internet Financial is the creator of USDC, the most well-known, regulated stablecoin built for Web3.

Fractional | Web3 | Stablecoin | Blockchain | B2B

Circle was struggling with understanding their personas and communicating clearly on their product offerings. Nokshi was hired by the marketing team for several projects. For one of these, Nokshi conducted UX research related to the site communicating Circle’s primary product offering, USDC. The goal was to:

  1. Understand key personas and their behaviors

  2. Build and refine journey maps for key audiences

  3. Make changes with the design team

  4. Improve conversion from USDC page to visitors accessing USDC

Before and After

USDC hero - before

Before: Unclear hero section

Visitors landed on the page and didn’t understand what the product is. They felt that it was “too much marketing”.

USDC hero - after

After: Trust-building and clear hero

We used what we learned are key phrases for visitors that bring clarity and trust - “fully backed”, “1:1 for US dollars” in the heading and subheading.

USDC value props - after

Before: Business-centric value propositions

Value propositions were written from the perspective of the business rather than the end user.

After: User-centric value propositions

End users wanted to know how USDC compares against existing paradigms. We communicated the top value propositions against legacy infrastructure.

Access USDC - before

Before: Unclear how to access USDC

While the company targeted businesses and developers, the site saw a high percent of individuals looking to get USDC and their journey was not clear.

Access USDC - after

After: Clear personas and CTAs

Each type of persona the site gets has a clear path and a CTA appropriate for them on how to access USDC.

USDC use case - before

Before: Unclear when to use USDC

During user research, testers expressed confusion on what the use cases are for the product.

USDC use case - after

After: Clear use cases

We introduced a new section that described the top use cases, along with showcasing logos of companies that use the product for the specified use case.

Result

22% lift in engagement

With clear messaging and user journeys for each persona, the engagement rate on the USDC product page increased by 22%.

Rachel Charlesworth, Senior Director of Digital Marketing, Circle

“Marwa was a huge asset for Circle in the year+ we worked together! I brought her on to tackle a number of large website UX challenges, and she swiftly integrated with the team -- turning ambiguous problems into clear action plans. Her user research and functional prototypes improved our developer user journey and conversion funnel, leading to a lift in our key metrics. I would happily recommend Marwa, and hope to work with her again very soon.”

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