Problem statement

In February 2023, the zkSync team was gearing up to launch v2 of its network, zkSync Era. But the existing website had no content hierarchy, was overloaded with text, lacked a clear narrative, and had confusing titles.

Project brief

As the content owners, we were asked to overhaul the content, navigation, and information architecture of the old website — giving zkSync a clearer story ahead of their biggest launch yet.

User needs

As a web3 developer or technical team lead

I want to understand the zkSync offering

so that I can decide whether to build my application here

Phase 1: Content audit

We audited the old website and identified four core issues: no content hierarchy, overloaded with text, no clear narrative, and confusing titles.

Phase 2: Value proposition

We gathered everything we could find on brand values, current value proposition, and USPs. We distilled them into four core messages.