Blockchain. Cryptocurrencies. Decentralized applications. Until recently, these technologies were confined to a small group of passionate developers and traders. But the rapid rise of the decentralized web, aka Web 3.0, is opening the floodgates to thousands, even millions, of users with all levels of understanding. Web3 onboarding will be critical to ensure a seamless transition to this new model of the internet.
Catering to this growing demographic presents both opportunities and challenges. Not only do Web3 companies need to explain the fundamentals of this new internet paradigm, but they must also convince new users why it’s worth their time in the first place.
That isn’t easy, considering people have grown accustomed to Web 2.0 and a centralized internet. How do we bridge this gap? Find the answer below.
Understanding the Web3 User
Talk about Web3 to your average internet user, and they’ll look at you blankly. Currently, most Web3 users fall into a handful of categories:
- Gamers. Already familiar with key Web3 concepts, they’re way ahead of the curve. In fact, the first NFT Web3 game was released by Fortnite’s creator in 2022.
- Cryptocurrency traders. It’s estimated that 13% of the US population invests in cryptocurrencies, making them the fastest-growing and largest demographic directly involved in Web3.
- NFTs creators, collectors, and investors. After cryptocurrencies, NFTs are one of the most famous Web3-related techs. Buyers are usually in the younger generations, and there’s significant overlap with the gaming and trading communities.
Nonetheless, these groups ignore the majority of the potential Web3 user base. Even amongst such groups, knowledge about the intricacies of Web3 differs substantially. Brands must cater to a diverse range of users, including complete novices if they wish to grow past the constraints of the current user base.
Education and Resources
The question is how web3 onboarding can educate and get users up to speed as soon as possible. Consider integrating these ideas into your onboarding process:
- Embed Learning Resources. Directly incorporate guides and tutorial videos into your platform’s interface. Explain basic concepts so users can learn the platform quickly.
- Interactive Guides. Develop hands-on, interactive tutorials that walk users through your platform’s features and functionalities in real time.
- Context-Sensitive Help. Ensure users can access the documentation at the point of need without leaving their current task to get help.
- Layered Documentation. Don’t just cater to advanced users. Start small, building the basics for beginners, then delve into more complex topics. Use a blend of videos, infographics, text, and other learning mediums to cater to a range of learning styles.
- User Testing. Ask users how informative they find your learning tools and find out what they need to better understand how to get started.
User Experience (UX) in Web3
Transitioning from the former centralized Web 2.0 model of the internet, where data is controlled by a single entity, to the free-flowing, “own your data” Web 3.0 model is the biggest challenge faced in Web3 onboarding.
Concepts like blockchain and decentralized applications (dApps) are simply counterintuitive to traditional users’ sensibilities. Helping these users understand such complexities as wallet integrations and managing cryptographic fees will require a carefully designed, intuitive user interface to simplify the process.
Think about the design: empathetic UI/UX design can reduce complexity, making blockchain technologies as simple as traditional web platforms. Social media platforms, for example, began with a simple UI – relying on bold colors and easy-to-understand pages to introduce core concepts. Only later did the complexity increase, as more and more users joined the platforms.
Some tasks, however, are simply too complex at present for traditional web users. Automating complex tasks (or removing as many steps as possible) like gas fee estimations or wallet integrations could help streamline Web3 onboarding and reduce friction.
Building Trust in a Decentralized World
Trust is foundational to Web3’s decentralized ethos. But, to trust, we must first understand. Platforms can build user trust through security, privacy, and transparency measures:
- Security: Prioritize robust security protocols, wallet encryption, and user education on safe practices.
- Privacy: Emphasize privacy preservation by design, allowing users control over their personal data.
- Transparency: Be clear about platform operations and updates. Blockchain’s immutable record provides transparent, verifiable transactions.
- Responsive Support: Offer assistance for technical difficulties, and provide clear, comprehensive responses to user inquiries.
Feedback Loops and Community Engagement
Integral to Web3 is the role of community engagement. Whether it’s decentralized autonomous organizations (DAOs) or dApps, Web3 businesses must relinquish some control to the community. That’s not a bad thing. It allows for a feedback loop of continuous improvement in response, not to perceived needs, but actual community action.
To achieve this level of community engagement, platforms will need to integrate:
- Two-way communication, through forums or social media, fosters a sense of community and allows individuals to collaborate and organize.
- Governance voting to decentralize decision-making and drive platform development in line with user interests.
- Interactive tools to gather real-time user insights ensuring feedback guides the continuous iteration.
Case Study
Web3 onboarding was a challenge one of the world’s biggest companies recently faced: Starbucks. As CMO Brady Brewer told Techcrunch:
“Starbucks Odyssey will transcend the foundational benefits that our Starbucks Rewards members have come to love and unlock digital, physical, and experiential benefits that are uniquely Starbucks … by integrating into the Starbucks Rewards ecosystem and grounding the experience in coffee, connection, and community, we are entering the Web3 space differently than any other brand, while deepening our members’ connection to Starbucks.
Using gamification and IRL participation, through the platform, customers can participate in “challenges” like trying new menu items to earn “digital collectible stamps” – essentially NFTs on the Polygon blockchain. These stamps earn different perks, e.g., buying a drink, which can be traded between friends.
Introducing concepts like NFTs and crypto wallets was simple when users were incentivized to onboard through gamification. Moreover, Merkle’s – the company behind the platform – simple design ensures an easy transition from previous reward loyalty programs. And changing terms like “NFTs” into “stamps” dispel much of the confusion caused by complex technical lingo.
Want to learn more about Web3 onboarding? Ready to bridge the gap in your Web3 platform? Let’s start a conversation – we’re experts in enhancing your customer success strategy for the decentralized web. Reach out today, and let’s embark on this journey together.
Written by Irene Patrikios Clark,
Web3 Customer Success Specialist.
Sources:
https://movementstrategy.com/editorial/users-web3-demographics/
https://www.makeuseof.com/what-is-user-in-web3/
https://moralis.io/how-to-boost-web3-user-onboarding-success-rates/
https://epicweb3.substack.com/p/how-onboard-users-to-web3-case-studies
https://www.taco.xyz/blog/build-starbucks-web3-loyalty-program
https://stories.starbucks.com/stories/2022/the-starbucks-odyssey-begins/