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Case Study

Define the roadmap for the world's leading Web3 talent platform

Braintrust is the first user-owned talent network and the world's leading decentralized web3 talent platform. They partner with top employers and high-calibre design and tech talent to offer freelance work that works for freelancers. Built on etherium, offering its own token and grants, Braintrust is changing the way that work happens and the pace at which innovation can occur. But they're just getting started. They have a vision and a mandate to change the way that Web3 jobs happen and talent are accelerated.

PH1 was contracted to understand how Braintrust can better support this talent and worker ecosystem to build a more meaningful network that develops talent and community.

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How can web3 be leveraged to create a more meaningful relationship between job seekers, peers, leaders, and hiring managers?

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Braintrust’s mission is to build the world’s most impactful talent network — one that is user-owned, aligns incentives, and redistributes value to Talent and Organizations.

The vision of this project was to identify behavioural personas and create a roadmap to allow Braintrust to meet this mission through a new networking platform to enhance their current product.

We did this by:

  • Performing an analysis of current user behaviour in the networking, job-seeking, and work-based community space

  • Recruiting current users and non-users to understand their needs and opportunity areas for building curiosity and ultimately fandom for a web3 networking community

  • Determining their decision-making process for joining a new community, seeking employment or contract opportunities, and investing time and effort into new marketing endeavours

  • Testing the vision and potential product experience with over 650 high-potential users

  • Detailing quick wins and a longer-term roadmap of tasks and features required for a new product to succeed with different personas

PH1 was responsible for all researching, interviewing/testing, and strategic recommendations. PH1’s team brings deep experience with concept testing, web3, and fandom research.

Performing an analysis of current user behaviour in the networking, job-seeking, and work-based community space

  • Audit of existing experiences available

  • Survey of current users and non-users to identify usage patterns, current gaps in the space, and opportunities to explore further

Recruiting current users and non-users to understand their needs and opportunity areas for building curiosity and ultimately fandom for a web3 networking community

  • Deeper understanding around the needs and opportunities with different user segments

  • Identification of what value proposition a new product will need to align with to increase likelihood of success

Determining their decision-making process for joining a new community, seeking employment or contract opportunities, and investing time and effort into new marketing endeavours

  • In-depth qualitative research into web3 experience, networking interest, opportunities for differentiation and conversion

  • Jobs to be done analysis of their relationship with job seeking and network building

  • Identifying their decision-making process and likely key drivers to usage

Testing the vision and potential product experience with over 650 high-potential users

  • Conducted unmoderated testing with over 650 people who have a high potential to use a new web3 job seeking network product

  • Tested different value propositions, concept testing, and evaluating a potential set of tasks and features

  • Analyzed different product experience roadmaps based on high-alignment segments and what strategic decisions would have highest perceived value by users

Detailing quick wins and a longer-term roadmap of tasks and features required for a new product to succeed with different personas

  • Earlier stakeholder interviews provided insights into high perceived value pain points to address

  • Analyzed findings to determine high impact improvements in short- and long-term

  • Delivered recommendations mapped to effort and impact

  • Presented to and prepared roadmap to enable client to better differentiate products and brand

  1. Determined how to better position and communicate the client’s competitive advantage

  2. Identified quick wins and a more robust long-term roadmap to empower a new product to succeed

  3. Expanded client’s ability to engage and convert higher-alignment users

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