zkBob Workshop | Mike Krupin | Creating User Friendly Interfaces for Web3 Products | ETHDam 2023

foreign so hi everyone let me start with a small tradition of myself um hey Mike I'm senior product manager at ziki Bob I have about five experience of in project management in different areas in AI in real estate in newcomers and mental health and also a former developer and data centiest and I want to start this talk with this chart so we can hear we can hear here uh developers startup and social media activities in web3 area data a little bit outdated but it's obvious that uh the number of Webster products right now is increasing rapidly and it's obvious that not every product uh ready for new audience of people especially for non-takers and why it's happening so the first reason why it's happening because that tree products are originally created by Developers for Developers uh just take a look at several examples uh so for example this one so many technical wording and if you for example show this for two nantages they don't understand exactly what is this or this one so uh unclear user flow or this one and this is my wife uh face every time when I show her any Webster products uh and the second reason why it's happening it's because uh as I said like uh developers created products for developers so the more the common users in Webster areas originally was developers not the regular users for example who are using Google or some other Giants in web 2 area but the situation is changing right now and if we take a look and compare internet users and crypto users in different timelines for example internet users at the beginning of the era and crypto users right now we can see that the tendency is a bit similar and probably in some years I think maybe in two three years uh we got the same like huge number of crypto users uh and this could be a problem for now um because many uh webto Giants for for example Coca-Cola they are creating uh different products uh infinity collections for example so more web to users going to use some products in web3 area but these products are not ready for this audience for example MasterCard artist accelerator also is a nft pass to accelerator for musicians or Nike Swoosh also and ziki Bob was on the same pass but we decided that we want to transforming our product uh so originally it was also created by Developers for developers uh but right now we want to uh create such a product that will be understandable for uh new non-takers audience and what were our goals originally so uh there was three and there were two three main goals uh the first one is bring more clear value proposition to our product so users should understand what the ziki Bob and what what is the advantage of this product um the second one we want to highlight the different use cases can cover so we just like highlight on landing page inside our product uh this one and the third one is create a familiar experience so this is more most I think important thing um because users uh they um they they use uh different web 2 products regularly and they understand how everything is working so we need to bring all this experience to web3 so just do as I said attract more uh new audience uh especially non-takers but let me start with the a little bit the introduction of physique pop what is the product about uh so ziki Bob is a roll up on optimism and polygon uh that using zero knowledge proofs to make transfer between one person to another person and make it privately so only only sender and receiver understand what exactly that uh they can decode this data um and also right now we are using our own stable coin Bob stablecoin but uh we want to extend and support the other tokens for example we have plans to add ethereum and optimism uses in polygon but originally it was created exactly this stable coin was integrated to our uh product as a one of compliance tool if we can say that um and here are some use cases uh for ziki Bob uh there are many of them uh maybe like some other hackers who are working on uh with our documentation they're working can prepare different other use cases but uh this is the most common and we are focusing right now on P2P transfers I will talk a little bit about this on further slides um so and we uh we separate our transforming processes uh into three uh into three phases so the first one uh it was important to stop communication with our users and understand there are pains their needs and collect this feedback then the second one is uh create a familiar experience so simplify ux and make it more familiar and the third one is uh create create a tool or tools for different use cases so for example if uh one guy from web2 comes to our app then he will understand that ziki Bob can be used for private donations and I know that if I will use exactly this tool that will prepare then like he will use it uh so let's start with the first phase communication what were our goals the first one as I said it's uh set up a direct communication channel uh for announcement and for collecting feedback and the second one uh exactly from this all the information that we collected understand needs and point points uh to create those products that they want to see all these users uh we use different approaches uh the first one it was maker service inside our product so we asked different questions uh for example here you can see uh different we asked the most what the most interesting use cases you want to see in the keyboard and it help us to understand real problems that users want to solve using ziki Bob also uh we gathered like many of answers and responses during a week but like uh if you use for example different service or you want to try one-to-one communication like it will be much uh harder and longer to use this approach so if you want use exactly this one microservice and the highest response rate it's also a very great approach because 10 percent of users participate in this survey and they uh their response on your questions the second approach is uh informing people using different and up screens so uh we show different updates of our product we highlight different events for example uh we highlight the keyboard on optimism when we launch this pool uh also we highlighted that ziki Bob participate in Grants on the git coin round uh and this is a really useful information because many people interact with this in-app banners they the response rate is really high 30 percent of users are interested in all this and they click on these buttons and we can inform uh anything we can say anything and inform people uh about different news and updates um yeah so the second phase uh when we stopped communication with our users we started to think how we can create familiar experience in our app so uh we um we focused on two different goals the first one was the fixed current problems that we have on our UI in ux because like we have different confused moments we wanted to fix them and then create a familiar experience so after this when we created this experience we wanted to attract new users uh especially non-takers because we already have many technical developers technical people who are understanded what a ZK is so we wanted to attract new audience as I said we started to uh fixing confusing moments for example on the left side you can see uh our original flow for ZK account creation so it's really confused and different people I asked them and one-to-one interviews they don't understand uh where's the login where's the sign up and like they don't understand what is this and we created like the more straightforward and obvious uh ZK account creation flow we just asked people what they want and like ask different questions during this flow also we focused on simplifying our wording inside the app so we remove different uh unknown for non-taking wordings like Layer Two uh generate key because they don't understand what exactly you will do when you click on generate key um and also we highlighted different use cases so we rework our landing page we create another structure highlighted different use cases say what exactly is the keyboard can cover and in which directions this product can help them um and this third phase uh the final in this current process uh but not the least we are working on this right now uh and the main uh goals were to highlight as I said use cases and the second one is uh create the specific tool that uh non-takers can take and use for their specific needs um we asked our users what exactly they are interested in um they're what like five different answers uh different topics and most of them uh said that it's interesting for me for them to use private payments uh and that's why we are started to work on a specific feature uh so the idea behind this feature that when you create ZK account for example I have ZK account I can use it for transferable tokens from one per person to another and I can create a specific payment link that I can send anyone who don't have the key account for example I will send this to my wife and she can log into her metamask account um yes I can share it everywhere she can again and connect her metamask account for example and just put some amount that you want to send me and choose the token and the rest will be on our own side so she needs just to click percent and if it will be Bob talking then we directly go remove these tokens to our pool so it's more it's like a remote deposit and if it's not Bob talk and then we convert it to Bob and then we will go to uh pool to a specific ZK account um yeah so this is uh what we are working right now um and what exactly we learned during this transforming processes uh the first and most important thing that when you're working on a product and like on web2 or web3 area you should understand what uh your user thinking about and what their needs and pain points because you are creating products to solve specific needs and specific pains uh the second one you need to uh you need to collect user feedback you need to communicate with them because as I said you are creating product not for your own but for them and also the third one you need to uh you don't need to overload your app because if you add too many functionalities to your app then users can probably can find what exactly they are looking for uh so this is the our transforming process uh how we are working in on the keyboard right now uh but uh it's just a part of our past and we are uh probably will realize uh and Implement other use cases tools and transform uh the product um so uh thank you very much everyone uh you can wrap up here also if you want to test the give up I can give you a limited time uh offer and give you some ziki Bob gift cards so you can claim some airdrop and use the ZK account uh yeah so that's all thank you everyone [Applause] any questions good morning Jessica a quick question like um after all this Improvement how you were specifically testing the kpis for your better productivity like uh what kind of basically metrics you follow in terms of I know ux UI amount of CK Bob News 12 like bounce rate what are like how you mix ux UI metrics plus business metrics in distance yeah great question so uh we uh try to measure uh anonymously uh all data that like all clicks that users make in our ux so we understand we try to understand how many synapse was for uh for example how many people created ziki account uh for now we don't have uh like we need for heavy testing for example we need to uh to wait a really long time to make it statistically significant just why we are using sequential testing and try to understand for different direction how this metric is changed so uh for example uh during creation flow we try to understand how signups number of signups changed um yeah so but it's depend on the what exactly you want to test um for example for Generate for this payment link that I described on the start phase we wanted to uh just measure the feedback we want to collect it using uh um this um just me back a little bit a little bit uh we want to run the specific micro service on the payment link so ask people about the feedback and I think that it will be a great approach and they we will get quick feedback and also we want just to take a look how many people will use this feature yeah so this is the basic things for this exactly thank you very much thank you [Applause]