Problem
Through user research, I discovered that APY (Annual Percentage Yield) is one of the key factors crypto holders consider when choosing passive income opportunities. However, this parameter fluctuates significantly over time, making it difficult for users planning long-term asset deposits to accurately predict their actual returns by the end of the term.
Ideas
Through brainstorming with co-founders, we came up with two key features as our solution:
Research
Before diving into complex functionality, we decided to test our hypothesis: do crypto holders actually care about the Real APY value? To find out, I added a fake "Real APY" parameter hidden behind a Show button among other offer details.
For entry points, I chose offer tables and a popup with specific offer details. When users clicked the Show button, they were supposed to get a message letting them know the feature was still in development.
Entry point: offer list
Entry point: popup with offer details
To filter out accidental clicks and identify genuinely interested users, I added an extra step to confirm their intent to use the feature.
I divided users into three groups, each with a different action required to receive a notification when the feature was ready:
User flow: user is not registered
User flow: user is registered, email is not verified
User flow: user is registered, email is verified
Experiment results
During the experiment, we gathered the following results:
Conclusion
Users are genuinely curious about what’s behind the feature. They notice the element and want to click it which means the feature taps into the right pain point or motivation. A high level of deep engagement shows that users are eager to get access to this functionality and are ready to wait for it to be developed.
As a side effect, we also saw an increase in both registration and email verification conversion rates.
Final solution
1. Real historical APY
For the final solution, I kept the approach we tested in the experiment. This feature became part of the project’s monetization strategy.
Final solution: Real historical APY
2. APY history
To enhance usability, I introduced an APY history chart based on historical data. This allows users to visually assess how volatile APY values have been over time, helping them make informed decisions about long-term crypto investments.
Final solution: APY history for 24 hours