Fortune Favours The Brave
Duration
Type
My Role
Team
3 Weeks
Campaign Landing Page Design, Brand Experience
Lead Design, Mockups, Prototyping
2 Art Directors, 2 Brand Designers, 1 Copy Writer, 1 Project Manager, 2 Developers
Context
Crypto.com's global debut campaign, "Fortune Favours the Brave," featured actor Matt Damon across 20 countries. The aim was to enhance brand recognition and drive user engagement. As the lead designer, I collaborated with stakeholders to clarify objectives, set the art direction, and ensure authentic implementation. My responsibilities included concept generation and final deliverables, working closely with developers to meet the tight deadline.
My Impact
The campaign successfully boosted brand recognition, resulting in a 5,000-subscriber increase and a 20% rise in app downloads within six months.
Marketing Strategy & My Role
A
Educate Market
Communicate the transition to Web3, the latest financial era
B
Engage Users
Highlight universal accessibility and advantages for all users
C
Establish Brand Trust
Build awareness and a trustworthy brand image
Secondary Research
The 2020 CoinGecko Yearly Crypto Report and the TokenInsight 2020 Cryptocurrency Spot Trading Annual Report highlighted significant market growth, driven by institutional adoption and increased accessibility. The top-30 crypto market cap saw a 308% growth in 2020, underscoring the importance of a trustworthy and user-friendly digital presence.
Problem
Crypto.com lacked a global digital presence, how can we design the landing page that clearly represent the brand and gain more users?
The design needed to convey trust and ease of use to align with the brand’s positioning.
Persona
With limited context and tight deadlines, we couldn't interview end users. Instead, I developed a persona to help me and the team understand out target audience’s goals and pain points.
User Journey
Once the persona was agreed upon, I established a user journey, identifying key touch points such as initial impressions and ease of navigation. Key CTAs, like downloading the app or subscribing to the newsletter, were emphasized to meet our user acquisition objectives.
Design Exploration
I explored different concepts with high-fidelity prototypes in Figma, aimed at building brand recognition and increasing app downloads. The concepts followed three directions: narrative-driven (aligned with the commercial), user-centric (prioritizing CTAs), and mirroring the existing company homepage.
<Direction 1>
Narrative-driven Approach
This design placed the 'Download app' and 'Learn more about Crypto.com' CTAs on the second and third screen. Following with images captured from the ad. It aimed to engage users with compelling imagery and a clear call to action, encouraging them to explore further.
<Direction 2>
User-Centric Approach
This design placed the 'Download App' CTA on the second screen. Follow with the captured moments from the ads that being placed horizontally. And end with benefits and CTAs. It aimed to shorten the length of the page and allow users to understand what actions they can take within a short period of time.
<Direction 3>
Aligned with the company homepage
This option mirrored the existing company homepage, maintaining consistency with established brand elements.
Final Design
After discussions with business stakeholders, we decided that the initial concepts contained too much information, considering the potential distractions users might face. We simplified the design, focusing on copy-oriented and interactive elements, and moved the CTAs to later parts of the page to avoid a hard-sell image, aligning with the company's premium brand image.
Key points of the final design:
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Simplicity: Text is displayed against a space background in short paragraphs for clarity.
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Interactive UX: Vertical scrolling highlights one sentence at a time, enhancing interactivity.
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Emphasized CTA: An animated floating bubble with a download button appears mid-page, ensuring the subscription CTA is noticeable without being intrusive.
Impact Metrics
The project significantly enhanced brand awareness for crypto.com. The following data was measured through post-campaign surveys and analytics tracking branded search queries.
app downloads
20%
5000
newsletter subscribtions
brand recalls
25%
Reflection
CTA Placement Consideration
In designing the landing page, the challenge was to avoid a hard-selling image by placing the CTA near the bottom. However, it's often crucial to have the CTA more visible to guide users' actions.
I balanced the company's and users' needs by creating a floating CTA bubble that appears when the content suggests joining the web3 era. This ensures users can easily download the app without feeling pressured.
This experience highlighted the importance of balancing user behavior with company goals, leading to outcomes beneficial for both.