Product education and localisation for a fintech unicorn’s hardware and cryptocurrency wallet
Project Details
Project Details
Project Date
2020
About the company
Ledger is a French fintech unicorn that offers industry-leading hardware and cryptocurrency wallets and raised over $493 million in funding. Using Ledger’s Nano X or Nano S wallets, cryptocurrency holders can safely store their assets and access them securely from anywhere.
The mass adoption and increasing theft of cryptocurrencies brought Ledger a responsibility as the industry leader to educate customers on why and how they should store their assets.
New products launched following the rising demand and needed to be differentiated.
Following the launch and growth in new markets, Ledger had to expand the scope of its product marketing activities and localise.
Challenges & My Responsibilities
Educate customers on why and how to use a wallet
Avoid cannibalisation in the product line with a differentiated positioning
Manage Ledger’s transition from word-of-mouth and advocacy-driven to mass marketing, as the company crossed the chasm into the late majority
Develop localised content with technical language and expand use cases with comparison grids and tech specs