Block Maze

User experience research:

In order to understand what opportunities existed to target blockchain startups in this new platform took a three step approach: First, performed a targeted survey to understand what aspects of networking are blockchain startups focusing on and what are their areas of concern. Second, completed multiple in depth interviews with the primary audience of the surveys to understand their pains, goals, and habits as it relates to networking. Third, performed an extensive feature analysis to understand the minimum baseline requirements that is expected from a networking site.

From the 30 respondents, I found that in the past year (2018) blockchain startups have been focusing primarily on finding funding for projects, as well finding partners to build projects. These were the areas of interest as it comes to networking from this audience, and the responses received were well rounded as noted by the global participation captured in the image above.

I leveraged the empathy map to frame the interview questions I asked the executive representatives (most of which were founders/CEOs that luckily love to talk about their ideas and visions) and I was fortunate to have time to ask all the questions I was hoping to. I learned different pains as it related to their own experiences but the one resonating thing that was repeated across the interviews: the lack of trust in the network. Which also coincides with the results of the PwC survey that states that ‘lack of trust among users’ is one of the primary barriers to blockchain adoption.

Hypothesis:

From an initial round of brainstorming done in an attempt to answer ‘how might we’ questions, attempted to find an initial hypothesis that would answer these questions:

• how might we build trust in networks?

• how might we extend and/or build a web of networks?

• how might we provide content that will encourage interaction?

• how might we drive attention to Miami?

From the initial brainstorming, came up with 3 potential hypotheses:

1. I believe that the number of established partnerships with Florida will increase if startups looking for funding attain financial support by staking cryptocurrency to vouch for local candidates 

2. I believe that hiring personnel from Florida will increase if startups looking to hire connect with potential passionate and qualified team members through hackathon challenges

3. I believe that hiring personnel from Florida will increase if startups (without working prototype) looking to build a network, connect locally with passionate/qualified people through established incubator mentorships

Circulated the hypotheses with Miami International Bitcoin and although all 3 hypotheses resonated with them based on the own independent research, they were hesitant to commit to any due to a shift in the core business model. However, they were particularly interested in exploring the first hypothesis more in depth and asked me to continue my design process on that initial hypothesis. 

User persona:

The framework of the executive interviews performed allowed me to get into the mindset of the ideal target users of this platform. 

Idealist Ian is a CEO motivated by his vision to create a network effect with his product offering. He is programmer by trade but is currently focusing on finding his Series A funding round. Networking is extremely important to him since his vision depends on it and is tired of dealing with shady characters.

User journey:

This is his journey for the past 6 months. From starting to build his network, to finding funds to be able to work on his vision, to finding the team that will help him execute his vision. There were pain points across all these areas.

The data from the users showed me this particular valuable insight: majority of the representatives in the blockchain community use intermediaries to help vet potential partners and/or employees.

Although there are multiple opportunities to target people to become more interested in Miami as a blockchain hub, the data gathered showed that startups are:

• Focusing on building relationships and products to bring credibility to the space

• Giving the opportunity for people to connect at a global scale

• Spending a lot of time searching local and social networks to find right partners

MVP:

From the insights gathered and to continue exploring along the lines of the initial hypothesis, I proposed to MIB to design a networking platform that would stake cryptocurrency to vouch for local candidates and also simultaneously reward intermediaries using cryptocurrency as financial incentive for setting useful connections and participation.

I used the MOSCOW method to consider what was technically feasible and was going to have the largest impact on the community that was targeted*

*Financial considerations excluded from analysis

Below is the initial blue print of the information flow in the platform:

Usability testing:

I went through multiple revisions of the wireframes to test the usability of the platform (including after I had designed a high-fidelity prototype) and these were some of the key responses received:

Refer to the following link for the full low-fidelity and mid-fidelity wireframes: https://marvelapp.com/ad9d717

Overall, security and privacy are top considerations for these tech savvy users. From the usability testing performed there are some areas that should be improved in further iterations:

• Improving feedback from site when an action is taken

• Stakes (static vs dynamic — A/B testing recommended)

• Simplifying the options available to user once onboarded

Conclusion:

For next steps, need to finish testing the hi-fidelity design with the target users and perform A/B testing on specific content (min. stake amounts, subheadings).

Other considerations that should be taken when developing the platform:

• Event connections (how to incorporate conference/meetup connections)

• Custodial disclosures (how and when is the stake returned) and regulatory implications of custodial activity

• Leveraging open source systems ( APIs and browser wallets)

The success of this platform will be highly dependent on the number of users that join the network. Therefore, I recommend to MIB to monitor the following metrics:

• Closely monitor how many users get lost at onboarding

• How much time is spent on the platform

• How much activity is being performed during that time

• How many connections resulted in successful matches that earned returns