Rainbow’s playbook: make customer feedback a top priority
Rainbow users are deeply involved in the NFT space.
As a result, their users often tell the Rainbow team about innovations coming down the pipeline or popular NFT releases themselves.
“This space moves very fast,” explains Wayne.
That’s why it is so critical to look outside of their own product bubble if they hope to keep up with advanced customers in an advanced landscape.
Overall, Rainbow and their customers pay attention to each other and keep each other informed.
Why excellent UX benefits both crypto lovers & new entrants
The NFT industry generally does not cater to user experience.
So, in Wayne’s words, Rainbow compensates by “prioritizing the user experience.”
That can look like sacrificing speed for an immaculate UX in order to uphold that mission.
For instance, crypto natives are accustomed to options like MetaMask, where flows are inherently dysfunctional or confusing for new users.
In contrast, the ENS registration flow for Rainbow is considered top-of-the-line.
Ultimately, the Rainbow team aims to simultaneously:
- Serve and enhance the experiences of crypto lovers
- Help new users who want to enter and learn to navigate the space
Both missions can be served by creating an intuitive platform for all.