Crypto Wallet Connect
The Problem: Users Don't Value Our Crypto
We had rushed to create a page for our users where they could connect a crypto wallet to our platform. Users would be able to farm $NUTZ, our Crypto token. Unfortunately we discovered through user research that our users did not see the value of $NUTZ, and the ones that did couldn't get their wallets connected.
Success Metrics
These were goals that I set with my product trio based on what we thought we could accomplish after speaking with the data team.
20%
Increase in connected wallets
20%
Increase in betting handle
Uncovering The Data Story
We put in a data request. We wanted to know if the betting handle of users had gone up since collecting NUTZ. This would tell us if users were motivated to bet more by earning NUTZ. We found that users were not motivated to bet more by collecting $NUTZ.
How Can We Group Our Users?
We identified our user groups who were effected by the problem. We outlined what percentage of the overall users each group made up. This would later help us identify what area of the product they value. We also identified each user groups Gross Gaming Revenue and their lifetime deposit amounts, to better understand the potential business value they represented.
What Do Our Users Tell Us?
We sent our surveys to understand what users value who do collect $NUTZ. We also sent out surveys to understand why some users don't currently collect $NUTZ.
Why Don't They Collect $NUTZ
Don't Know What It Is - 43.1%
Phone Can't Handle App - 1.7%
Not Interested/ Too Much Work - 15.5%
Where Is the Pain In The Journey
We looked at the entire user journey of connecting a wallet, and all the different pathways a user could go down. We did this to better understand where they might be getting lost when trying to connect a wallet.
New Screen or Interaction
How Can We Make This Better?
After targeting our users pain points, we mapped them out as opportunities. From here I brainstormed solutions that would fit with these opportunities. I created a tree that had leaves of solutions that branched out from one another.
Where's The Low Hanging Fruit?
I got together with my PM and dev, and we mapped out which items would be low hanging fruit, and which solutions would require a bigger lift.
Solution 1: Custodial Wallets
One of our solutions included just giving users a web3 wallet if they wanted one. So we looked into implementing custodial wallets. This would mean we could give every user a wallet, and they wouldn't have to do a thing. They also wouldn't have to worry about losing their key word phrase, as we would store it. This would be targeted to our web2 users to help onboard them to web3 without any friction. We would still want users to be able to connect their own wallets as well if they wish, as our web3 users would want this.
Solution 2: Finding The Right Moment
Now that we know what users value, which isn't NUTZ, it's bonus funds, free spins, and cashback- we can entice users by offering them these things if they Opt-in. When a user depletes their wallet, we decided to prompt them to opt-in to NUTZ. We would use this moment to entice them with a freeplay.
Solution 3: Fixing The Funnel
We fixed the funnel, to show users exactly what they get from $NUTZ, and what the purpose of $NUTZ is.
Solution 4: Make A Telegram App
This would be for the web3 users. Creating a telegram app that was gamified would target users who felt as though earning $NUTZ was work, and also users that just weren't interested.
Obstacle: Duplicate Accounts
Even if we could get more users to connect their wallets, it could create a duplicate account situation, which would ban users from the site. Resolving this would be a lot of manual work for the CS team. I worked with compliance and engineering to come up with a solution to solve this. The solution would essentially give the user the chance to auto-merge their accounts.
Wireframes & Usability Testing
I created some wireframes for us to do some usability testing with.
Collecting Feedback
I conducted usability tests both internally and with users who had previously struggled. After collecting feedback I would adjust prototypes and test again. I created a loop of this.
Connect Page: Interaction Design
I redesigned the entire wallet connect page and added many interactions. Pressing "I don't have one" would scroll the user down to the bottom of the page. This was ideal for web2 users who were new to crypto. We didn't want to overwhelm them with too much information if they just wanted to cut to the chase and get their freespin.
Telegram App: Interaction Design
I created many interactions and animations between screens. I worked with my devs to make sure the animations we were creating were not out of scope for this project.
If/ Else Statements & Sticky Component
I created a timer with if/ else statements. Created a sticky rank position that snaps to leaderboard placing.
Results
We far outreached our goals. Much of this can be attributed to the combination of Custodial Wallets + Enticing users with free-spins at the right moment.
+621%
Increase in connected wallets
+840%
Increase in betting handle
What People Said
"Incredible UX strategy" - Jen (Lead Engineer)
"This survey is gold" - Luciano (Design Director)
"I was extremely impressed with the work you did on this" - Ryan (CTO)
Learnings
The world of Crypto is complicated! If I feel that way- I can imagine how the user feels. It was important to learn how many users just didn't understand what $NUTZ were, or the value of them. I don't think any of us really knew the situation at hand until we saw the data report and the survey results. My biggest takeaway from this project is that even if users don't want what you're selling- you can find out what they value, and attach that value to the product in unique and interesting ways to help get them interested.
