P2P new user education
How can we improve P2P order completion rate? Let users know the concept of P2P and use to according to it’s purpose.
Case study summary
What is P2P?
P2P is a peer-to-peer marketplace that allows users in offshore or underserved markets to buy and sell cryptocurrency directly with each other.
What I did?
A brand new experiential education journey for P2P. What we are trying to do here is to let our new users understand the concept of P2P in a straight-to-the-point animation-first approach to intrigue users, and follow by an experiential, no commitment, step-by-step journey of what you will expect if you trade with someone on P2P. It's a overhaul from the previous coachmark journey.
This is a self-initiated full project
How I worked with my P2P PMs are usually to fulfill their PM requirements. But as a side quest, I have did a round of heuristic review and then we have engaged the research team validate whether suspicion of the problems are true. This is the process:
First, foster a conversation with product managers
There are many areas within the journey that can be better, and we as PDs need to take the initiative to look areas of improvements. For negotiation, we of cos always need to make sure the user experience issues it’s aligned to the PM’s business angle.
Problem on hand
A full design user interview helped identify the problems at hand. For this project, from our heuristics and user research we conclude that the current P2P new user education in a coachmark journey is ineffective. 7 out of 10 newbie users are not able to recall what P2P does.
Using data to convince, you see completion rate for new users are significantly lower.
There’s the “Persona” trophy. This persona profile has been compiled based upon various past surveys and research done. It always help to revert back to understanding the user when decision is at stake.
There’s always more than 1 way to solve a problem
Before jumping straight into one solution, different concepts helps discuss whether the approach best suits improve the objective aims. Revert back to like the key problem to solve when ideation starts to diverge too far.
Enhanced final concept
This is part of the finalised solutions.
Part 1
Part 2
Designed to address users fear.
Design considerations
While working on the designs, several design considerations have to be put in place.
Ending the journey with purpose to convert
At the end of the new user education journey, we link user back to real use case.
P2P order completion rate up to 78%
The recent roll out for past 1 month we have seen a higher order completion rate of 78% as compared those who have not seen this flow at order completion rate 70%.
More localisation will be done as next steps once results concluded.
