Triangulating exploratory research and rapid iterative testing to inform the MVP launch of a Web 3 create-to-own project for an early-stage startup.

CONTEXT

Here is the context

MY WORK

Here is my work

IMPACT

Here is the impact

Leveraging generative and evaluative research to inform the launch of a Web 3 create-to-own project

The Project

Luda is a Web3 startup that creates playful projects and protocols for emerging entertainment. I came on board just as the team was preparing to launch its first project, Neo Fairies: a decentralized, fantasy-punk character world that is shaped and owned by its fans.

To inform the upcoming launch, we conducted a generative study to understand the gaps in knowledge for potential new users and early stage concept testing to gauge interest and understanding of the project.

ROLE

UX Researcher

TIMELINE

4 months

METHODS

Generative research

Early concept testing

Rolling research

Hero image of the Neo Fairies website

The Research

Objectives

As the team was preparing to introduce Neo Fairies to the world, we thought hard about how to translate our mission of building a new kind of franchise that was creator led, community owned, and blockchain powered. As a first of its kind Web3 project, we set out to understand what future users needed to feel confident and interested in joining the Neo Fairies community.

We developed a generative research study and concept test with two goals in mind:

Identify barriers to joining a token based community for potential new users

How do potential users react to the idea of a cryptocurrency enabling them access to an online community?

What interests or disinterests them about creating an NFT and/or joining a community?

What value do potential users see in cryptocurrency and NFTs?

Exploratory Questions

The first half of interviews focused on understanding what people needed to know about cryptocurrency to feel comfortable engaging with it. We asked questions about their perceptions and experiences with cryptocurrency to help us identify critical points of education on our site and figure out the best way to communicate them—regardless of their experience with cryptocurrency.

We asked questions like:

  • Is there an area of cryptocurrency that you are particularly interested in learning more about?

  • Do you see any value in purchasing an NFT? What could make it valuable for you?

  • What aspects of cryptocurrency do you still feel are unclear to you?

Research Methodology

As a collectively owned, creatively driven project, Neo Fairies is not just for early adopters of cryptocurrency—it’s for anyone excited about creative ownership, storytelling, and fan engagement. Our goal was to ensure that users were aligned with the core of the Neo Fairies mission: active participation in shaping the future of the franchise. To ensure quality and demographic representation in our research, we partnered with a vendor to recruit participants who had at least some interest in cryptocurrency and had real experience participating in fan communities or projects, (e.g., fan fiction).

We needed qualitative data to understand what potential users were thinking and how they felt, so we crafted a 2-pronged research plan combining generative and evaluative methodologies and conducted eight 1:1 interviews.

Concept Test

Using an early-stage prototype of the Neo Fairies website for concept testing, we asked participants to navigate the site and probed for understanding and interest. In particular, we wanted to see whether participants saw us as a community that builds content together, rather than just another token gated community.

In order to find out, we asked questions like:

  • How would you describe this project to a friend or family member?

  • Is this something you would be interested in being a part of? Why or why not?

  • What is the value of this for you?

Identify gaps in knowledge concerning cryptocurrency, particularly collective ownership and NFTs

What are the existing perceptions of cryptocurrency and how does it apply to people’s lives?

How do people learn about cryptocurrency?

What information are potential users interested in learning more about?

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Moderation from 1:1 qualitative interviews

Concept testing the v1 Neo Fairies website

The Insights

Findings

Users need to understand the overall goal, outcome, and value for them right from the start

To be motivated to invest time, effort, and money in the project, it’s important that the project’s purpose is clear right away. Participants also want to understand the future growth and long term goals of the project.

Personal connection to the fiction sparks creative interest

Participants were most interested in contributing to the Neo Fairies story when they had a personal connection to it. This was reflected both in seeing fairies in their own locations using the map and actually designing their own fairy using a character designer.

Users are open to cryptocurrency, but skeptical and distrustful of NFTs

NFTs are new to participants and they are still hesitant to understand and believe they could be valuable to them—particularly concerning artistic and financial value. While open to cryptocurrency, they don’t feel ready to engage with NFTs.

Understanding the Neo Fairies backstory is critical to building interest

Audiences are drawn to the unique art and characters of Neo Fairies, but to stay interested and motivated to explore the IP, they need to understand why the fairies have come out, and what their role is in building the Neo Fairies world.

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Design Recommendations

Provide clear, plain-language FAQs to help people across a range of crypto experience levels build quick understanding

Keep the art and characters front and center across the website and other channels to keep people interested in the project

Clarify on first glance that the project’s value is in shared ownership and community, not in investing in NFTs.

“I see Done Hiding - they're coming out - and I'm assuming we're going to be able to interact with them or affect what they do...I’d want to learn more”

- P8

“Eh.. I'm not [interested]. I don't know that I feel connected enough to want to get a random location and a random fairy”

- P4

“I would want to know exactly would I would be doing in this community - it’s still kind of vague”

- P3

I haven't done enough research and I haven't been convinced yet. I know cryptocurrencies have value but not NFTs.

- P2

FAQs that cover the Neo Fairies backstory, crypto & NFTs, community, & ownership

Neo Fairies backstory and character art elevated on the website

Shift from NFT CTA ‘create NFT’ to value-driven community CTA ‘Join the DAO’

The Next Steps

Rolling Research

As the team iterated on the site, we needed quick and continuous feedback to inform the content and design before going live. Over the next eight weeks we structured a weekly rolling research program that allowed us to focus on priority questions and report back to the design team with recommendations.

Each week leading up to the launch of the Neo Fairies site followed a similar structure:

  1. Plan: Align with the team to define the goals and write an accompanying test plan and protocol

  2. Prototype: Put together a digital prototype using Figma to fit the needs of the test

  3. Test: Run 3 remote interviews focusing on the goals for the week

  4. Analyze: Debrief and compile a topline report to communicate the most important findings

  5. Iterate: Present findings and recommendations to the team and implement changes to the prototype

Check out the site here for a closer look!