How Circle Internet Financial (IPO 2025) turned ambiguous UX challenges into user-proven, conversion-optimized workflows
Fractional | Web3 | Stablecoin | Blockchain | B2B
22% Engagement Lift Delivered in Weeks
CIRCLE
CLIENT
Circle Internet Financial
Creator of the most well-known, regulated stablecoin, USDC. IPO in 2025
CHALLENGE
Transform assumptions into research backed messaging and journeys
Fast, reliable results needed to reach engagement OKRs
OUTCOME
22% engagement increase
Delivered in weeks, leading to 1+ year partnership on several concurrent projects
The situation
Circle's marketing team had ambitious engagement goals for their primary product pages featuring USDC, their regulated stablecoin. Despite heavy traffic, visitors were confused by unclear messaging and couldn't find clear paths to access the product. Circle needed a fractional product partner who could quickly solve their complex multi-persona messaging challenges and create actionable solutions in a fraction of the typical timeline.
What we did
✔️ Conducted targeted persona research
Ran multiple rounds of user research to understand the distinct needs and behaviors of Circle's diverse audience segments
✔️ Delivered fast, user-validated messaging and prototypes
Created updated USDC pages with new messaging and tested them to ensure the communication resonated with each target persona
✔️ Monitored post-launch performance
Tracked engagement data after release to validate that the messaging changes achieved the intended results
Result
22% lift in engagement
This was achieved through personalized messaging and streamlined user journeys. Results were so reliable that Circle continued working with us for over a year across multiple projects.
Rachel Charlesworth, Senior Director of Digital Marketing, Circle