Crypto Wallet Selector
The Problem: Friction Causing Play Session Drop-off
Our web3 users have multiple wallets. When they play casino games, they usually run out of money. In order to keep playing they need to switch wallets or deposit more. The current user journey takes them out of the play experience, which causes users to abandon the session.
Success Metrics
Reducing drop off rate metric is based on the amount of users in surveys and conversations who said they stop playing for how long it takes. At least 1/3 of them said this is what contributed to them leaving the experience. Decrease in time selecting wallets is based this on how long it normally takes someone to do this task.
40%
Decrease In Time Selecting Wallets
25%
Target For Drop-off Rates (From 37%)
What Does The Data Tell Us?
This is data that had been measured for a few weeks. It shows a drop-off in play session when Crypto users run out of money for the in-use wallet.
What Is The Current User Journey?
The current journey was 5 steps.
What Are Users Telling Us?
We booked time with our users to talk to them. Then mapped out the feedback we received from conversations with users into different categories.
What Are Their Biggest Pain Points?
These were the responses we got on a multiple choice survey. This was what gave us the data to get buy-in from leadership to be able to work on this.
I Can't Find Them Easily - 25.7%
Everything Isn't In One Place - 16.7%
I Can't View Crypto In Fiat Easily - 14.1%
How Might We Solve This?
After some brainstorming sessions we landed on having an onscreen currency selector in the top nav.
User Tasks
The map shows what tasks a user would need to be able to accomplish from this feature.
Re-evaluating Currencies & Hierarchy
We decided to re-evaluate which coin compatibility we would offer on our platform. We broke this up into 3 categories.
The (New) Happy Path
We reduced the 5 step user journey down to 1 step.
Wireframes & Iterations
I started working on wireframes to better understand how the user could interact with this feature.
Launching & Iterating
After seeing this live and testing it with users, it was very overwhelming. There was a number of issues. We solved the multiple bonus wallet problem by consolidating all bonus funds into one wallet. This would also include both Casino and Sportsbook bonus funds being in one wallet.
Let's Simplify & AB Test
We then AB tested the "in progress wallet" to prove that it had no impact on revenue. Removing this could reduce some noise.
Where We Landed
I then created a dev spec, and this was the final product we shipped.
Results
We far outreached our goals.
77.3%
Decrease In Time Selecting Wallets
18%
Drop-off Rate (Reduced From 37%)
Learnings: Simplifying Can Alienate Users
The original implementation was like this for web2 users to reduce complexity and onscreen distractions. In the end it had just created complexity for another user group - web3 users.
