CryptoCrusades
UX Research for
Blockchain Mobile Game
My Roles: Product Manager,
UX Researcher, UX Designer
Tasks:
UX Design, User Research, Personas
Define
Problem
Problem Statement
Company
Merfolk Games is a startup videogame company developing CryptoCrusades, a mobile strategy game using blockchain technology.
Problem
In early stages of development, there was not a strong understanding of the potential user base. This had a negative impact on the game's marketing, SEO, and community development.
Collect
Data
Data Collection
To understand our users better, a survey gathered information about early access users. The focus was specifically on the user’s level of blockchain knowledge, video game experience, and expected in-game purchases. After data was collected, simple analyses were done.
Analyze
Data
Results and Findings
"Have you played any of the following blockchain games?"
Originally expecting majority of user base to consist of strategy game enthusiasts, the majority of users have already played other top blockchain games such as Axie Infinity and CryptoKitties.
This shifted the company's focus in marketing and development to prioritize CryptoCrusade's strategy element, which is an element that is new within blockchain gaming.
"How familiar are you with blockchain technology and/or cryptocurrency?"
After discovering that users are very familiar with cryptocurrency, we assumed they are familiar with aspects of blockchain games, such as tokens, NFTs, and cryptocurrency wallets.
Create
Personas
User Personas
After collecting and analyzing the above data, personas were created to understand three main types of users: blockchain enthusiasts, collectors, and strategy game enthusiasts. Below are the details of two personas.
Blockchain Enthusiast
Collector
Outcome
Outcome
"How did you first find out about CryptoCrusades?"
Number of Answers
Date (month/day/year)
Twitter and Facebook were the main methods of marketing at first, but the results of the survey led to better optimization of SEO for the game's websites and blog posts, resulting in a higher number of people who discovered the game through Google searches. Additionally, mail signups were also increasing exponentially.