First Product Marketer

In an ever-changing art world, Artrade aims to provide more security and transparency to artists and collectors through a marketplace supported by blockchain technology.

Problem statement: How to launch a platform in a highly competitive market that is experiencing a lot of scams, especially during a bear market?

Through user interviews, as well as market research, we have identified a true lack of transparency, trust, and security for collectors. On the other hand, artists truly suffer from a lack of visibility, high competition, and a market that is dominated by powerful galleries or institutions.

Deliverables :

🎙 Interview guide and insights digest

👩🏽‍🎨 User personas files

🚶🏻 User Journey Map

After conducting a competitive analysis, we quickly realized that existing marketplaces were not respecting the works of traditional artists. The UX/UI of these platforms did not consider the dimensions of the works and instead drowned them in the flow.

To address these pain points, I used tools such as the position map, strategy and value proposition canvas to craft Artrade's messages.

Deliverables :

🔗 Landing page

📚 Pitch Deck

Artrade's original branding adopted codes specific to technology and blockchain. In order to be more consistent with our positioning on both the traditional and digital art markets, working alongside the product designer, we have rethought the entire branding strategy (identity, ton of voice, design…) and delivered a new brand book with adapted brand guidelines.

Trust is a rare commodity in the web3 ecosystem. To combat this, I have adopted a policy of transparent communication regarding Artrade’s work in progress.

To engage Artrade audience and acquire future users, I have primarily used email campaigns, Twitter, Discord and LinkedIn.

Weekly “Fresh from the oven” emailing campaign to our database.

Social media daily content planning.

Release notes with Loom tutorials on new features.

To generate traction on the marketplace from day one, I adopted a drop (private sales) strategy.

Through our partnership management process, we recruited 80 digital and traditional artists to drop exclusive pieces of art on Artrade. Additionally, we teased those artists on social media for a month to generate potential collector subscriptions.

I also developed an "invitation-only" process to manage the flow of artists onto the platform. This approach allowed us to control the quality of the artworks offered.