Client: Sweatcoin

Problem

Based on data from a pilot test, 35% vs 45% of users did not join a walking challenge (race vs community, respectively) after opening the challenge. Those who did join, only 7% - 12% invited others to join the challenge.

Key Questions

For this project, the main questions were: Why do people not join challenges? Why are people more interested in the race challenge, is it because there's a prize incentive? Why do people not invite others to challenges? Are people referring their friends more from the race because of the incentive? Do people realise that they can join both the race and the community challenge?

Approach

Interviewed 7 users from the pilot test who participated in a 30-min Zoom interview

Interviewed 6 more potential users from Respondent who participated in a 30-min Zoom interview

Discussion Guide

(example questions)

General

  • How would you describe this feature to a friend?

  • What do you like/dislike about the race?

  • What do you like/dislike about the community challenge?

  • What was your motivation to (not) join the race/community challenge

Impact

  • How did joining the race/community challenge impact your activity?

  • What was your motivation to (not) invite others to join the race/community challenge?

  • What would help to motivate you to invite others (more)?

  • What were or could be reasons to leave a race or community challenge?

Wishes

  • If we were to extend a feature within groups, what would you like us to extend, and why?

  • If we were to add a feature within groups, what would you like us to add, and why?

Prototype Walkthrough: Initiation

  • What type of challenges are you seeing?

  • How clear is it for you that there are races vs. community challenges?

  • How would you describe the difference between a race vs. a community challenge?

  • How would you describe the difference between Sweatcoin races vs. My races?

Prototype Walkthrough: checking a race/community challenge

  • Describe how it works e.g., what you can win and how.

  • What (i.e., parts of the page) motivates you to join?

  • How motivating is the 'recently joined' section for you?

Findings

(Insights organised in Airtable)

(Insights presented in a UX Report)

Challenges

Participants from the pilot test were only iOS users, which means we did not explore yet how Android users behave, hence results should not be generalised to all users. The pilot test was only conducted in main english speaking markets. For other markets, additional research would be required.