Onboarding 212,000 users into blockchain via gamification

A quest platform that teaches blockchain newcomers via tasks and a reward system

+212K

new users in 12 days

+67.1%

account conversion

+14%

wallet conversion

+15

audience countries

99.3%

mobile traffic

About the product

Ever Quests

Site ↗App ↗

Role: Product designer Company: Broxus Scope: Landing, web app, mobile app

Ever Quests is a platform in the Everscale ecosystem that helps new users get into blockchain via gamification. Instead of docs and tutorials — quests: create a wallet, do a swap, stake tokens, get a reward.

Main traffic came through a Telegram mini-app. The audience was global: USA, Germany, India, Russia, Nigeria, Iran, Bangladesh.

Quest card redesign

Problem:

Low content visibility. While analyzing the MVP and user behaviour, we found that only 25% of users scrolled down to the bottom banner on the quests page. As a result, most users only saw the first 5–8 quests because quest cards were very bulky.

Solution:

I proposed redesigning the quest card and running a hypothesis test with users. The card became more compact. Icons and tags were added for quick identification of quest type. A visual XP reward indicator appeared. All secondary information was tucked «under the hood».

Result:

After the redesign, user activity improved and quest visibility increased. 75% of users now see 14 quests instead of 8.

Boosting wallet-connection conversion and optimising the quest flow

Problem:

The support team reported a flood of wallet-connection issues. Users were unable to connect their wallets.

Solution:

I analysed heatmaps and user behaviour via session replay. Heatmaps showed that users tapped the entire card body trying to get instructions, while only the button was clickable. Session replay showed a large share of users getting stuck at the key task: instructions were unclear, step descriptions illogical. We decided to make the whole card clickable and add clearer step-by-step instructions.

Result:

As a result, wallet-connection conversion increased by 14%.

Telegram mini-app dead-end

Problem:

99.3% mobile traffic from the Telegram mini-app. But blockchain actions (wallet, swap, staking) are technically impossible inside Telegram. Users get stuck at the key funnel step.

Solution:

The product's key goal is to onboard users into blockchain. If they can't act inside TG, we have to seamlessly hand them off to the browser and bring them back. Deep link flow: tap in TG → action opens in browser → executes → automatic return to TG with completion mark.

Result:

Users gained the ability to complete on-chain quests directly from the Telegram mini-app. +196K new users in 12 days after launching deep links. 67.1% account conversion.

Wrap-up

A quarter of users who completed a blockchain quest didn't reach wallet top-up — a barrier at the very last funnel step. Part of the audience are «freeloaders» coming only for easy social quests. A blockchain task engagement strategy is needed. Day 1 retention 19.6% with Day 7 ~0% — a strong signal to work on retention. Conversion into blockchain tasks (0.29% of those who connected a wallet) is the main growth point. +196K new users in 12 days after deep links launch. 67.1% account conversion.