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Goal: Clarify and differentiate the services of the Blockchain.com Institutional desk
Before
- Undifferentiated value prop (”A strategic partner who does it all”)
- Walls of text hard to scan
- Missing key elements: process description, social proof, clear CTA above the fold, FAQ for SEO, product-focus vs. customer focus
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During & After
- Managed approvals and feedback from senior stakeholders (CEO, Head of Institutional Markets/Chief Strategy Officer, General Counsel)
- Clarified differentiation and offerings using customer language
- Managed redesign process with external agency
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