Background:
Chipper Cash’s growth product team was hard to work on a new cryptocurrency product. Expectations were high, internal excitement was through the roof. And yet…it fell flat with users. The feature failed to resonate with the market in the way they had hoped, and the adoption rate was much lower than desired.
Oftentimes when product teams are putting a new feature out into the world they mistakenly assume a lack of use means users considered the product and chose not to use it. However, low adoption is usually more tied to lack of awareness versus lack of interest or need.
The Chipper Cash team had many hypotheses but they didn’t want to make any assumptions. The only thing they knew for certain was that they had an adoption issue, and it could have a variety of root issues. Were their users not familiar with crypto, were they just not aware of the feature on Chipper, or did they not have an interest in investing in cryptocurrency? To answer these questions, they launched a multi-part in-product survey.
