MoonPay - Content design & strategy
Repositioning MoonPay in Web3
MoonPay’s brand proposition, voice and messaging no longer reflected the company’s evolving offering.
A new identity needed to be crafted, to take MoonPay’s presence to the next level.
CONTEXT
MoonPay’s homepage focused exclusively on the company’s on-ramp product (buying crypto with fiat).
While it had a solid conversion rate, this approach also had several shortcomings:
no guidance for new clients
lack of trust building factors
no introduction to the wider MoonPay ecosystem
prominent call-to-action with minimal context
The Business, Product Management and Product Design teams decided to rethink MoonPay’s brand and how it communicated with its various types of clients.
MY INPUT
PROJECT STAGES
Run a complete content audit, looking at:
content inventory and style
key messages and values in use
brand voice
Identify and analyze MoonPay’s audiences
Research competitors, to identify overlaps and potential differentiators
Map findings to business proposition and goals
Create new brand messaging and voice
Collaborate with multiple stakeholders for feedback
Partner with UX researchers, product managers, product designers and brand designers to create the new website
PROJECT STAKEHOLDERS
To deliver this project, I teamed up closely with:
UX Research, Product Design and Brand Design
Multiple stakeholders from across Product Management
Customer Experience team
Company leadership
INITIAL AUDIT
I started the project by diving deep into key areas which would inform our new brand and content strategy:
MoonPay’s user personas (B2C, B2B, B2B2C) and their needs and expectations
The competitor landscape
MoonPay’s personality, values and mission
NEW VOICE
Based on the initial audit and the key findings regarding MoonPay’s clients and competitors, I defined the voice attributes (and non-attributes) which would best serve the company and its audience.
I then scoped how the new brand voice would apply to product copy (UX writing), given the requirements and constraints of this type of copy.
To simplify adoption within the Product Design workflow, I also added simple writing guidelines.
HOMEPAGE CONTENT DESIGN
Through design sprints across 12 weeks, I iterated on the key messaging on MoonPay’s homepage. Given the critical importance of the content and the numerous stakeholders, this process required several rounds of feedback and alignment efforts.
Throughout the project, I kept a constant focus on 3 areas:
Content - clear, welcoming, guiding, actionable
Design - on-brand and supporting, not outweighing content
Functionality - responsive, accessible
FINAL DESIGNS
The content and design were optimized and thoroughly tested to be equally user-friendly on both desktop and mobile screens.
The new homepage content would serve as a guide for all secondary pages and the company’s future communication strategy.
I then used the new voice definition and accompanying guidelines to develop a complete UX writing style guide, shared throughout the company and serving multiple teams in the client-facing work:
Product Design and Product Management
Customer Support
Engineering
Brand Design, Marketing and PR
Project team
Product Design: Amitai Oliver, Nick Clement, Paolo Spazzini, Aveem Alvi
Engineering: Michiel Van Eetvelde, Alex Pate, Joe Lynch, Georgina K
Brand Design: Rosie Atkinson, Nino Galluzo