Who is Blocto
really for?

A research project to learn who actually uses Blocto, and who the product should be built for.

Blocto was built for crypto newcomers, and we kept lowering the bar for them. But the people actually using it didn’t match that picture. Newcomers, it turned out, rarely arrive alone, they’re brought into crypto by someone more experienced.

Research

Who is the target user?

Three studies, each from a different angle.

The research plan: data analysis, feedback, and a questionnaire with interviews

01

Data Analysis

The product’s own numbers, read by funnel, by segment, and by chain.

Data analysis: the funnel, segmentation, and per-chain questions
Data analysis: token-page action funnels

02

Feedback from users & internal

What users and internal teams were already telling us.

Feedback from users on the token page
Feedback from internal teams, with a Q&A

03

Questionnaire & Interviews

Who these users really are, mapped by how familiar they are with crypto and how far they go.

Questionnaire and interviews: defining the target user
Questionnaire design: facts, opinions, and user attributes
Questionnaire design: plotting respondents on two axes
Survey results across on-chain and investing behavior
User attributes mapped: familiarity against engagement

Takeaways

What the three studies pointed to:

  1. The target user is still some way off. People who don’t already use a wallet won’t start on their own, they wait for someone to walk them through it.
  2. A friend’s recommendation is the unlock. With someone they trust guiding them, they feel safe enough to ask the basic questions.
  3. Whether this should change the product’s positioning is a call that sits with leadership.