Strategic User Research for FinCity: Uncovering UX Drivers in Gamified Crypto-Fintech
Role:
UX Researcher Intern
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Responsibilities:
Desk & Market Research & Analysis
Competetive Analysis ​
Designing Survey & Interview
Recruitment Plan
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Timeline:
July 2024 - September 2024
Problem
FinCity, a blockchain and gamified finance platform, needed a deeper understanding of its crypto-fintech user segments and behavior. The challenge was to identify key UX drivers in gamified environments and uncover engagement triggers specific to crypto-native users to prioritise features and strategic decision-making for user acquisition and retention.
Goal
To conduct in-depth desk and market research, competitive analysis, and design mixed-method primary research to generate actionable insights that would:
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Improve feature prioritization and strategic decision-making.
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Uncover key UX drivers and engagement triggers in gamified platforms.
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Enable data-driven user acquisition planning.
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Align stakeholders around the product vision.
My Approach & Methodology​
I employed a comprehensive mixed-method research approach to gather a holistic understanding of FinCity's target users and the competitive landscape:
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In-depth Desk and Market Research: I initiated the research by diving into existing data and market trends within the crypto-fintech and gamified platform sectors. This allowed me to build a foundational understanding of the industry and user segments.
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Telegram & Tap Games Takeaways: Specifically focused on "Telegram tap-on games" to understand existing user behaviors and engagement models within a similar ecosystem.
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Competitive Analysis: I conducted a detailed competitive analysis of over 4 Telegram "tap-on" games. This involved identifying behavioral patterns, engagement triggers, and key UX strengths and weaknesses in competitor offerings
Mixed-Method Primary Research: To gain direct user insights, I designed a mixed-method study:
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Survey Design and Recruitment Plan: I designed a comprehensive survey and developed a recruitment plan to gather responses from over 100 participants, focusing on user motivations, platform behaviours, and preferences within gamified crypto environments.
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Interview and Focus Group Design and Recruitment Plan: I designed the interview and focus group questions and developed a recruitment plan to engage over 25 participants, providing in-depth qualitative insights into user experience, pain points, and deeper motivations.
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Data Synthesis and Analysis: I synthesized findings from all research phases to identify key UX drivers, user segments, behavioural patterns, and strategic opportunities for FinCity.
Impactful Research Presentations: Translated complex research findings into clear, concise, and actionable presentations, ensuring stakeholders were aligned around the product vision and potential business strategies.
Key Insights & Findings:
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Positive Engagement Drivers: Identified elements that drove high engagement, such as transparent reward systems, clear UI, and accessible onboarding processes.
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Challenges in Onboarding & Complexity: Uncovered pain points related to the complexity for new users in understanding crypto concepts and navigating gamified mechanics, highlighting the need for simplified onboarding and educational resources.
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Importance of Community & Social Features: Users were motivated by social interaction and community aspects within the gamified platforms, suggesting opportunities for building stronger in-app communities.
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Behavioural Patterns in Crypto-Native Users: Identified specific engagement triggers and behavioral patterns unique to crypto-native users, which were crucial for tailoring product features and marketing strategies.
Impact & Results:
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Improved Feature Prioritisation & Strategic Decision-Making: My research generated a deep understanding of crypto-fintech user segments and behaviour, directly informing which features to prioritize for development.
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Enabled Data-Driven User Acquisition Planning: By drafting comprehensive mixed-method research, I provided the necessary data to plan targeted user acquisition strategies for FinCity's crypto product.
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Aligned Stakeholders: Through impactful research presentations, I successfully translated complex findings into actionable business strategies, ensuring cross-functional teams were aligned on the product vision.
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Identified UX Opportunities: The competitive analysis specifically uncovered key UX drivers in gamified platforms, providing FinCity with a roadmap for optimising their user experience.
Recommendations & Next Steps:
Based on my findings, I provided strategic recommendations that included:
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Enhancing Onboarding: Streamlining the initial user journey for new crypto users, potentially through interactive tutorials or simplified explanations.
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Integrating Educational Content: Developing in-app educational resources to demystify blockchain and gamified finance concepts, increasing user confidence and engagement.
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Fostering Community Features: Exploring features that encourage social interaction and community building within the platform.
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Leveraging Influencer Marketing: Suggesting partnerships with influencers to reach new user segments, as users are often motivated by such recommendations.
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Iterative Design & Feedback Loops: Emphasized the importance of continuous user feedback to inform future feature development and adapt to evolving user needs.
This project showcased my ability to conduct comprehensive, data-driven research to solve complex business problems, deliver actionable insights, and drive strategic alignment within a fast-paced and innovative industry.