The Context
Money Verbs
Bank
Spend
Save
Invest
Bitcoin
Scale
Currently serving 65 million customers across the United States and Canada
The Observation
The Problem
Despite attracting millions of visitors a month, our bitcoin applet struggled to translate interest into adoption.
Only 2% of customers were converting in their first visit.
The Impact
Our Customers: degraded trust.
Our Company: underperforming top-of-funnel limited potential customer acquisition, jeopardizing future revenue growth.
Customer Curiosity
Alex M.
"How much money do I need to make to make this worthwhile? How can my bitcoin grow?"
Alicia K
"How do you even buy bitcoin?"
Eaugelique S.
Maria A.
"I understand it's rare but why would I benefit from having it outside of rarity?"
Principles
From Insights to Impact: How Research and Education Redefined Our Onboarding Experience
Product Design
Demystify the user-experience by prioritizing basic principles for user trust and empowering each customer with clear and accessible information.
Content Design
Answer the basics:
— Why should I care?
— Is it safe?
— How does it work?
— Why is it valuable?
— How do I buy it?
Creative Design
Allow visuals and language to work together in harmony, to begin to build a bridge of understanding to make bitcoin feel more accessible and human.
Design Concepting
Meeting Learners Where They Are
Format Explorations
Quiz, Article, Cards, Stories?
Location Explorations
Main applet surface or dedicated section?
Moving from Questions to Confidence
Our customers had countless questions and we needed to find the right format to answer them in that would help close their knowledge gap, nurture confidence and equip them with a solid foundation in bitcoin basics.
Writing and Creative Concepting
Creative Counterparts: A Collaboration
Writing Principles
To take our customers from intrigue to investment, we needed to build a linguistic bridge that provided clarity, fostered confidence and inspired motivation.
Writing Collaboration
Working hand-in-hand with our lead content writer, Anna Bloom, we defined the principles to help our larger Cash App organization arrive at a bitcoin writing framework for in-product, social and web.
Creative Principles
Aiming for both harmony and simplicity, we worked to align visuals with the narrative and focused on the emotional aspect for our customers, not the technical complexities.
Creative Collaboration
Through the magic of teamwork with our outstanding Creative team, we weren't just able to enhance the in-app experience through our creative approach, but also gave birth to 'BREAD," a groundbreaking magazine that bridges the gap between digital and real-world learning.
The Progress
Curiosity to Confidence: Bridging the Gap in Early Bitcoin Adoption
A Warm Welcome
By adding a welcome carousel, we aimed to make the first impression count by guiding users through key questions and functionalities, fostering delightful engagement and understanding from the very first tap.
A Friendly Framework
To aid in customer trust as well as enable empowered choices, we brought both education and action to the forefront of the experience.
Now, when a customer arrives, they can choose to "buy" or to "learn," putting them in control of their experience.
A Softer Landing
We reframed the learner onboarding experience to focus on understanding bitcoin fundamentals, before price.
Launch and Learn
Building Trust and Driving Action
Metrics that Matter
While paying close attention to conversion data post launch, we also prioritized fostering user confidence and enjoyment, creating a holistic success metric for our initial design.
Smart(er) Lessons
Our ongoing optimization has thus far yielded two key changes: a more concise curriculum with 4 lessons instead of 6, as well as personalized recommendations powered by machine learning to ensure the most relevant next step for each learner.
First Visit Bitcoin Conversion Rate
Before Basics : 2%
After Basics : 7%
Before Basics : $1
After Basics : $1.75
Average Number of Lesson Per Customer
Average Lesson Completion Per Customer
85%
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