DeFi Product Case study: Increasing growth in Zapper.
Disclaimer: This is just a product exercise I voluntarily did for a Zapper Growth PM job application
Understanding Zapper
Before trying to discover growth opportunities, let’s review the Zapper webpage and understand the features.
Goals
Is my understanding that Zapper's primary goal is to track your DeFi assets. We have access to your wallet balances, but we can break it down even further in ERC-20 tokens, NFTs, and blockchain networks.
The secondary goal is to allow users to perform different DeFi actions such as swap tokens from a variety of exchanges, participate in liquidity pools and find farming opportunities. You can perform all of these actions on the same page.
The third goal is to provide a bridge portal to move your assets between blockchain networks such as BSC, Optimism, and Polygon. As DeFi is becoming a multichain environment, bridging your assets is a must-have feature nowadays.
To summarize, in Zapper you can:
Track your DeFi assets, including tokens and NFTs
Swap, Pool, and YieldFarm across different Dapps
Bridge assets between different blockchain networks
Choosing a KPI
After familiarising ourselves with the Zapper website, let’s dive into the question: How do we find growth opportunities in Zapper? They are different metrics we can think of such as increase Defi activity in Zapper, grow our discord community, increasing our social media following, build more business partnerships.
For the purpose of this exercise, I will choose to increase the number of users actively using Zapper.
Defining the user
My next step is to define the type of user we want to provide this solution. Here are the personas the come to my mind:
OG Crypto ape: This persona got early into crypto, made it a lot of money, buys CryptoPunks for funsies
Finance chad: This persona followed Dave Ramsey’s 7 baby steps, invest in their Roth IRAs, 401k, knows their way around different finance strategies, and now wants to try DeFi after ElonMusk tweeted about #Bitcoin
DeFi-Curious: This persona knows about Bitcoin and Ethereum but has never actively traded, probably they just Dollar Cost Average BTC/ETH on a Centralized exchange
I will focus on our third persona; DeFi-Curious. My reason is they know enough to connect a wallet and send tokens but they don’t have the confidence to try DeFi strategies on their own.
I believe Zapper is optimized for this type of people. As OG crypto apes and finance chads are probably power users and feel comfortable building Algos and chart strategies.
In my opinion, the most important use case is providing investment strategies that are tailored to the user’s risk, capital power, and financial goal.
I will now share the mockup of what I envision.
Mockup
It’s your standard Zapper dashboard. Here’s what’s different: the “Get Ztrategies” CTA in the upper right. When a user clicks on the CTA they will be taken to the Ztrategies view
As the title describes, this feature provides different DeFi opportunities for new users. For example, there are three Ztrategies: General investing, plan for retirement, OG Ape. These Ztrategies are built by the Zapper DAO and vetted by the community. I took this idea from the #farming-ideas Discord channel from Zapper. Where users post their strategies and other members can chime in and provide feedback.
Ztrategies is a feature that empowers the Zapper community to the goal of making DeFi open and accessible to anyone.
Clicking on any of the Ztrategies categories will take the user to a list of strategies where users can see details such as:
Holdings: how many tokens this strategy has
Reward fees: any revenue provided in this strategy
Performance: This is the ROI the strategy has delivered so far. This can be viewed on different time settings + after gas/protocol fees as well
Risk: How risky this Ztrategy is for the user
Once the user clicks on any of the Zaps. They will be shown a detailed view that contains the Ztrategy Description, the tokens breakdown alongside the allocation, and a chart to see a visual performance of this strategy.
When users Add this Ztrategy they will be able to see it from the main dashboard alongside their assets.
Conclusion
Zapper Ztrategies provides a personalized funnel for new DeFi users to start investing. Ztrategies are vetted by the Zapper DAO/Community providing a sense of security and social validation that will give the user’s confidence to DeFi using Zapper.
DAOs are increasingly in popularity in the DeFi Space, where the product super users/evangelists love to chime in and be part of something. Ztrategies is a feature to empower the Zapper community members, build loyalty/reputation and remove friction for new users to join DeFi.