Community Reference: Stacking Customer Research
This research attempted to answer three big questions:

How to explain Stacking

Method
  • Screened on usertesting.com. We asked users to highlight aspects of a STX and Stacking written pitch that would motivate or discourage a user from participating. 
  • Instruction: “Please read the document. If a statement motivates you to participate in Locking please highlight GREEN. If a statement makes you less motivated to participate in Locking, please highlight in RED. Please narrate as you read and highlight, explaining any questions or opinions you may have. “ 
  • Screeners: 
  • V5: Same as V4
  • V4: Same as V3
  • V3: Have you ever received interest or staking rewards from a proof-of-stake cryptocurrency or crypto lending platform (e.g. Staked, Blockfi, Nexo, Celsius). 
  • V2: Do you own a proof-of-stake cryptocurrency? (E.g. Tezos, Cosmos) 
  • V1: Have you ever mined cryptocurrency?

Learning goals
Results
What is confusing about Stacking?  
  • The transfer process, how bitcoin is generated 
  • How different from other yield mechanisms? (e.g. celsius) 
  • People don’t always understand how to mine BTC, so that comparison can confuse newcomers 
  • Stacking and PoX introduced as the same concept was confusing. This cleared up once we completely separated Stacking and targeted PoS and yield seekers. 
What fears to we need to hedge against? 
  • How does Blockstack make money? The one thing consumers have grafted onto is that nothing is free, so if they’re earning bitcoin need to understand what they’re “giving away” and a compelling narrative. Seems “fishy” and “too good to be true”. Flip side “no risk = little reward” 
  • Security. People were skeptical, some associate crypto with not being secure
  • 100,000 STX minimum
What is the most appealing aspects of Stacking? 
  • Fast and easy mobile app: 
  • Start earning bitcoin in 60 seconds or less
  • Mobile app. App available on android or ios 
  • Relationship to Bitcoin
  • Adds smart contract functionality to bitcoin (though two folks were lost at this)  
  • STX inherits security of bitcoin
  • Earn bitcoin as a reward / don’t need BTC to participate 
  • Doesn’t require elaborate hardware or electricity
  • Earn bitcoin each week 
  • Security stuff
  • Funds never leave wallet 
  • 0% chance losing funds 
  • Help secure the stacks blockchain 
What are some known bad ways to explain key concepts? 
  • 0% chance you’ll lose your funds
  • “theres always a risk, this makes me suspicious”
  • protocol layer choose an anchor block
  • jargon needs to be edited out
  • “Can get started stacking in 60 seconds” 
  • “I do know that you need to convert your currency to cryptocurrency. I know that process doesnt take 60 seconds, it takes days. They validate the transaction, make sure its you making the transaction. I highly doubt that it is going to take 60 seconds to buy in USD stx. Back in the old days I had to go USD to ETH to LINK three jumps take more than a minute” 
  • We need to remove the overt claim details like 60 seconds or 0% chance. 
  • Industry leading security firms
  • Many testers question this claim. Not sure they even understand the idea, they just like to call it out. 
  • “100,000 STX minimum”
  • “Overall too good to be true vibe. If it is like this no hidden agendas, exactly like this, then thats fantastic and I would use it. The 100k min is a little ridiculous.” 
  • Many testers called this out. The number naturally reads as huge and out of reach to them. 
  • This system is a win-win because
  • What is the thing I am offering / giving to earn bitcoin?
  • Pitching free/easy money is always met with skepticism. 
  • Even if that security fails, your STX never move in the Stacking process.
  • Security issues should never be framed in the negative such as fails. Always positive, non absolute claims. 
  • Why would the Stacks people give away Bitcoin?” We’re not.
  • Not really sure why but testers reacted negatively. Maybe too salesy. 
  • Lock your STX for a minimum of 10 days to participate
  • Locking, in isolation has a knee-jerk negative reaction. The solution was to transform locking into a security measure for STX. Once we did this the negative reactions decreased. 
Successful tactics for addressing the “bad news” in the pitch around lock periods, etc? 
Overall strategy that has been working is frame everything in positive, non-absolute terms. Also avoid any overt or jargon laden marketing language: 
  • “0% chance you can lose funds” vs. “Your funds stay safe in your wallet” 
  • “Why would the Stacks people give away Bitcoin?” vs. “Sound too good to be true?” 
  • “The system is a win-win” vs. “Locking works so well because: “ 

What concepts are naturally sticky? 
  • Earning Bitcoin (Testers often globed onto BTC and started misspeaking, swapping BTC for STX) 
  • Locking is tied to security and increasing security is good. 
  • Doesn’t require BTC, electricity, special equipment.
  • This is like earning interest (several testers made this up, we never say it). 
  • It is a mobile app. 
What key benefits or strengths are naturally getting dropped from recall? 
  • The difference, and benefits over, a crypto lending service. Testers often say “You just register, and then it is just like lending, you give them your STX and earn interest”. 
Should we attempt to explain PoX in addition or in context with Stacking? 
  • No. Targeting miners through usertesting wasn’t very successful. Trying to combine the explanation is a mess. In V5 we did nod at the mechanism. The motivation wasn’t to explain PoX, it was to alleviate a natural concern that Stacking is free money and thus must be shady in some way. We focused less on the PoX the idea, and more on how locking increases security and increasing security deserves a monetary reward.  
Can users understand differences between BTC, STX, Stacking, and Stacking Wallet?
  • ⚠️ Absolutely not. Even in V5 where we were getting good comprehension and cogent playback of the ideas and benefits—testers just crush all the ideas into a single idea. The app, currency, mechanism, are all “one feature” in their mind. Not sure we can fix this, a better approach seems to be to try and just communicate a small subset of benefits we wish them to recall. 
Do we have usable copy for marketing and product? 
  • V5 is a good stopping point for this exercise. Most of the initial points of confusion and worries have been addressed. There are remaining areas of confusion, but even when confused by ideas, users generally relate positively to them. 
  • V5 can be used as a starting point for marketing, copy, and in product communication. 
Open questions or further research? 
  • The base concept here is confusing no matter how we dress it up or try to abstract it. We may want to experiment with simple metaphors or ways to explain that maximize recall of key ideas. For example: 
  • “You’re helping build a secure bridge between Stacks and Bitcoin and getting rewarded for it” 
  • “Like a crypto lending service but safer because you hold your STX the whole time”

V5 Stacking Pitch

Stacks
We are building the user-owned internet. We believe in a future where the ownership rights you enjoy in the physical world extend to the digital world—where everyone can participate in the value created on the internet. That is why we built the Stacks Blockchain and STX token. The Stacks Blockchain was designed to add smart contract functionality to Bitcoin. 

Locking
STX holders can temporarily lock their STX and earn Bitcoin as a reward. The locking transactions increase security by anchoring the Stacks Blockchain to the Bitcoin Blockchain. As a reward for this security boost STX holders earn Bitcoin.

Locking is non-custodial. Your funds stay safe in your wallet, that you fully control, at all times. 

Sound too good to be true? This is not free money. Stacks Blockchain miners transfer BTC in order to process new blocks and mint new STX tokens. The BTC they transfer is forwarded to you and the other STX holders. Locking works so well because: 

  • No electricity or special hardware is needed
  • Stacks Blockchain inherits the same level of security as Bitcoin
  • The STX holders are rewarded for boosting security

No BTC required. No minimum STX required. Getting started is easy. Simply download the Stacks Wallet on iOS, Android, or desktop

FAQs

Are my funds safe?
Your funds stay safe in your wallet, that you fully control, at all times. All the code for the Stacks Wallet and blockchain is open source and audited by industry leading security firms. You can also use the Stacks wallet with Ledger or Trezor hardware wallets. 

How much BTC can I earn?
Your reward will vary depending on how much BTC the miners are transferring for any given block. For the past 90 days equates to a 5.2% yearly return STX locked. 

Are there any minimums or fees?
You have above 100,000 STX there are no fees. If you hold fewer STX you can use the Stacks Wallet together with a delegated locking service. These services typically charge a service fee around 1% of BTC. These services are very safe because your STX stay in your wallet and the service locks on your behalf. 


Results from V5 highlighter test

V5 Questions
Quotes
Meaning
What worries do you still have? 
  • “Who are the miners? “
  • “How easy is this? What are the following steps?” 
  • “What does audited mean? “
  • “It seems over my head. “
  • “We can’t predict the future” = “I want certainty."
  • “I don’t like the service fee” 
  • Is it free to try? Without the fees?
Pretty positive. People tend to like the security explanation even when the don’t fully understand it. 

We should just lean into making predictions and affirming hopes. Anytime we admit any degree of not knowing [We can’t predict the future] they ding us for it. 
What ideas are the most confusing? 
  • “How much can I actually earn?”
  • “Whole process around security” [Tester still highlighted green] 
  • “How much is 100K STX” 
  • “Transferring BTC - I don’t know how that is done”
  • “Anytime you talk about details of underlying technology” 
All of these are addressed besides the $/STX question. Seems positive. 
How would you summarize STX to a friend?
  • “STX is a locking program system through BTC. No minimum amount, just download the app” 
  • “Crypto staking service. Locking your crypto in a wallet and tying it to Bitcoin, to add security. In exchange you receive a reward.” 
  • “STX a cryptocurrency is a very secure form of Bitcoin, and you can use that to create more money and invest” 
  • “STX, I would explain crypto and proof of stake. It is just another money and way to invest, you download a wallet get the STX coin and hold them there. It works just like lending money. And you aren’t locked into a contract”
  • “STX a way for you to earn rewards in bitcoin, just download the STX wallet and it integrates with the Bitcoin network, you deposit funds and hold it, and the technology improves security of the network and in return you earn rewards as Bitcoins. “  
  • They all conflate STX and stacking and the wallet as one thing. This might be unavoidable. 
  • Despite above they hit many key ideas correctly and are repeating positive aspects. 
  • These are still really messy. 

How would you summarize Locking to a friend? 
  • “You are in control of your funds” 
  • “Secure way to convert STX… I’m unsure… it is very secure”
  • “Locking happens in the wallet” 
Bit of a mess. Think we should just abandon the goal of seeking understanding where STX, Locking or Stacking, are distinct

Stacking vs Locking

Method
  • Worry was that Stacking is too similar to Stacks that it would create general confusion at the concept level and create concrete problems in the product, marketing, support level. 
  • We screened two sets of testers on usertesting.com to review two pitches where the only difference was Stacking vs. Locking and asked users to recall and reexplain key ideas. 

Result and recommendation: 
  • Brand: There is some advantage from branding perspective to having a proprietary name for our reward mechanism. This test didn’t cover that and I’m not sure any test could. 
  • We did catch a small glimmer of a branded action recall that shows the promise: One user repeated “Earn Bitcoin from Stacking money“. This was an anomaly within a mess of noise. And from a “which set repeated the name more?” point of view “Locking” was 10x better, so this dimension of the test feels inconclusive. 
  • Recall: From a recall and clarity point of view: Locking is superior. Not massively so, but to some clear degree. This is not all that surprising because to explain Stacking one must discuss the action of locking. Users recalling Locking were more clear and cogent.
  • Overall: Near inconclusive. From these tests I’m less concerned about this choice and more concerned about the overall complexity of this idea. Feel like our main problem, and were we need to experiment more, is in concrete metaphors for explaining the big idea. 

Learning Goals
Stacking
Locking
Can testers summarize the steps better? 
Quotes
  • Download app. Register device. Enter # of STX to stake. You wont see any BTC for the first few days. The next 8 days you will earn BTC.
  • You add to wallet. Select time. Press transfer. You see your BTC it takes 10 days.
  • Download app. Stacks wallet. Open an account. Start Stacking deposit funds. Select the window - 10 days and three months. 
  • Download app. Andorid or ios. Put in your info. Add to your wallet. How much you want to invest. Compared to BTC. You can transfer money from STX to BTC. Then you see a conversation rate of STX to USD. 
  • Download. Create a wallet. Next step is put the amount of stack in account. Choose the time. 

Conclusion: 
Testers rarely referenced Stacking. They also just got more things plain wrong and were frequently making up completely random incoherent explanations. 
Quotes
  • First 2 days on locking app. You opt in. You receive BTC for STX shares. 8 days after that are pay days. If you see a lock icon you have a valid STX wallet. 
  • Download the app. Register. Then add balance. Then lock in the money so you can generate Bitcoins. 
  • Invest in STX coin. You press the locking button. That will start mining the Bitcoin. Then on a 10 day cycle you can lock. Then you can transfer into your wallet for the bitcoin. You will receive your payment after 10 days. 
  • I know you need STX. You lock your STX for a few days. 10 days. And then they pay out BTC as a reward in 10 day rounds for security. So you aren’t rewarded right away, but you get BTC as a transactional thing for securing STX and locking it down. 
  • Download app. Login page. Get STX from app. Go to locking. The first two days are locking in 10 days you get the bitcoin. Locking means… 

Conclusion: Clear winner 🏆
Think we are getting stronger recall on all actions because the Locking action seems clear. It is in the UI and you need to use it to explain everything. Most of the explanations were more or less correct. 
Does Stacking or Locking aid in clarity of messages or explanations? 
No. But it also not clear how much this hurts us. 
Yes. As can be seen by the act of writing the FAQ and the replays above, if you need to explain Stacking you need to say “locking” many times. 

Conclusion: Clear winner 🏆
Can testers summarize the ideas better? 
Quotes
  • New app. You are mining a new coin, called STX. It is staking. The rewards come in Bitcoin, not STX. It sounds like a good app to use. You get paid in BTC is the highest earning crypto. One of the best staking apps to stake crypto.
  • 🚫 Someone is doing the mining for you for BTC. You do simple tasks. You set a length of time and you get money. 
  • Download app. Stack some currency. Hold it there. For holding in virtual wallet. You earn Bitcoin which is cryptocurrency. You earn Bitcoin from Stacking money
  • 🚫 It has an easy interface. I would bring up BTC first. It is an easy way to see how Bitcoin is used in the everyday world. 
  • New way to make money or Bitcoin online. Download app. Put some STX temporarily. It is locked for a period of time you choose. Depending this will generate interest. You can have it back later on, every 10 days. 

Conclusion: Wash
3/5 were passible. None were clear or great. 

Quotes: 
  • Install app. Locking you lock the amount for a few days. You get a payment after a few days. 
  • 🚫 How the pay cycles work. You get your payment in the form of bitcoin. 
  • Locking - you put your money and lock and leave it from 10 days up to 3 months. The money stays in there and you generate bitcoin, you get 8 days after. 
  • 🚫 Crypto currency is an underlying currency for computer power. This is another way of investing. A more higher end coin, can be invested through another one. 
  • Way to invest in Bitcoin. If you are invested in STX you can lock it for a period of time. It improves security for this company. As a reward they return it with Bitcoin. 

Conclusion: Wash
3/5 were passible. None were clear or great. Two folks on this side kind of messed up the test because they went meta saying their friends won’t understand this so I will explain it in XYZ way. 
Do people understand the difference between BTC, STX, Locking, Stacking
No. Conclusion: Wash
No. Conclusion: Wash


Other Staking/Yield Services

Method
  • We screened one set of people on usertesting.com. 
  • Screener
  •  Have you ever received interest or staking rewards from a proof-of-stake cryptocurrency or crypto lending platform (e.g. Staked, Blockfi, Nexo, Celsius)
  • We then asked them to review a company which pays a yield on crypto assets. 
Learning goals
Results
Which PoS cryptocurrencies do these testers own when receiving yield?
We asked about PoS but these testers kind of just blurted out thoughts on crypto: 
  • Bitcoin, USDT, Ripple, Justice? 
  • “Don’t own anymore, they were airdrops. Energy? Can’t remember names
  • Bitcoin, Dogecoin
  • Bitcoin, Litecoin, Powerledger, Eth.

Conclusion: most users were not super educated on what a proof of stake cryptocurrency was. At least two probably made up coin names. Maybe wrong testers, or more likely there is a large bucket of folks who know a very small amount about crypto and that is it. 
What services are they aware of for yield?
We asked users if they had received yield. They answered: 
  • Android app, Uses coinbase, Volex
  • Started using robinhood app
  • Had some in bitconnect, Was more of a scam, Currently dont use any services, bitconnect was lending not really staking 
  • Used Blockfi, good rates, best value out of the other options. 
  • Uses Bittrex and coinbase, Earn interest over time (Coinbase) 
  • Duedex
  • Celsius

Conclusion: users thought that yield meant profit, and were not super familiar with the term or many services. We also had several instances of having to re-test because people simply did not understand the question. 
What were their goals? 
  • “First of all it must be easy to use” 
  • “I would say my goal was profits with minimum process and use.”
  • “Blockfi presented the best number values, try and make as much profit as possible and not lose, not invest into a bag that didn’t show any success or that not popular. So anything that would be reliable and you could be confidently using”
  • “It must be famous — I must see some comments on reddit, or from a friend. I search on it on google, I ask my friends” 

Conclusion: Ease of use, social proof and quick mental model are important. 
What do they like about X yield company?
  • “APY is quite high, thats a big incentive knowing they’ll get a nice return at the end of the day” 
  • “Nothing wrong with passive income” 
  • “Like that it has an app — access via mobile is surest way to make sure users can use” 
  • “12% APY is pretty good” 
  • “No lock up, supporting many coins and finally fee free” 
  • “We do have a lot of options in investing, we get a lot of interest which I didn’t know I could get. This is explaining a lot that I didn’t know in my previous brokerage.”

Conclusion: pros are versatility, ease of use, and potential for high reward.
What worries do they have about  X yield company
  • “Staking services have a bad rep”
  • “App security. I want to see the security here… what kind of guarantee do we have as investors that our money is proof? Don’t see any social proof”
  • “Given how alt coins typically have performed over last years, people might be hesitant to cash in CEL” 
  • “Is it insured? I want to know it is safe and will stay up and running on a consistent basis” 
  • “If I want to make money on this app, looks like I need to put in $1000 and thats not what I am looking to invest right now. Could use later, but not for now.”

Conclusion: Security and ROI are biggest concern factors. 
How did users compare X yield company to other crypto currency yield or staking mechanisms? 
  • “There’s nothing here that stands out. Other than increased profitability if receiving profits in X token.” 
  • “Compared to coinbase a lot more features and things people want to take advantage of.” 
  • “A lot of companies offer the same services. While you need to understand that what network you pick is more of a preference thing, what fits your needs best.”
  • One person listed straight metrics that they would compare “Compare the fees and the total coins the website supports, if there are any fees to convert my money to a different cryptocurrency” 
  • “This has way more information than other apps that I have tested. even the top brokerage I have never seen so many information that take you deep into the cryptocurrency world” 

Conclusion: People felt it was similar to any yield service. Likely not knowledgeable in differences between yield mechanisms, at all. Seemed to like that there were a lot of features on the website, but it also caused confusion. 
How did users summarize X yield company from memory? 
  • “Proof of Stake, increased profitability if paid out in their token ”
  • “X is a cryptocurrency trading app that allows you to earn interest on the coins you’re in possession of” 
  • “Its a fee free website that supports many coins, and also your money is not going to be locked you can use it any time that you want, there’s an android and ios app”
  • "You dont need to be an expert to use this. they show you a lot of numbers so you can understand clearly what are you getting into and how risky or profitable it is” 

Conclusion: people summed it up differently depending on their knowledge level. 
Conclusions we can draw about the JTBD and how users pick a service for yield? 
  • Convey ease of use 
  • Quick comprehension of ease of use and ROI 
  • Provide comfort in security 
  • Validate signal amidst the noise of crypto scams generally 
What learnings can we apply to Stacking? 
  • A lot of content on the website caused confusion and folks to focus on whatever they wanted to. Will need to be focused and carefully story tell to not overwhelm when describing stacking. 
  • Security is important.
  • A lot of people trust word of mouth when it comes to yield; consider how we can foster that for stacking. 
  • I think we should expect a larger uphill battle in driving demand for STX through stacking — people are hesitant when it comes to crypto even when there are high yield percentages without lock up. Could potentially make it really easy for people to have a small test interaction with stacking before needing to commit larger amounts. 
  • Aside from wallets, might want to also garner distribution on crypto price trackers that have daily active users checking prices. 

Method
  • We screened one set of people on usertesting.com that own a proof of stake cryptocurrency to test the idea of locking. We wanted to test out audience screeners 1) owning a proof of stake cryptocurrency versus 2) having received yield from a proof of stake cryptocurrency. 
  • Screener
  • A: Do you own a proof-of-stake cryptocurrency? (E.g. Tezos, Cosmos, Dash) 
Learning goals
Results
What PoS Cryptocurrencies do you own? 
  • Dash, Monero, ETH, Litecoin, NEMCoin, Stellar
  • 3 users owned Dash (It was also listed as an option in screener) 
  • Tezos 
Have you staked, if so what services used? 
  • I’m holding on binance and haven’t staked “always trading”
  • Binance, bittrex, 
Why have they/would they use these services? 
  • “Obviously I want a low risk high reward. Thats what I look for. Just to make profit and not to lose a lot of money.” 
  • “I used Binance because thats the only place I could hold it for free”
  • The user that bought illegitimate crypto was sold by the idea to “Allow it to earn interest in early stages. If you do it in first 1-3 months 8%. Made sense that because of coins slow movement didn’t make sense to use the coin or sell the coin, allow it to grow”  and “have extra coins in my pocket” 

Conclusion: staking seems like a bonus for coin holders.  
Why would they not use? 
  • “I bought some coins that I don’t think were legit currency — form coin and monetize coin. Both of those companies have collapsed. I am staking form coin but its not a legit company they ran off with peoples money.”
  • “I don’t own enough to start staking” 
  • Felt it was for “advanced users” 
  • “it was really time consuming and I had to go through a lot of information so I quit” 

Conclusion: high barrier to entry for everyday folks. 
How do less sophisticated holders view yield and staking
  • 3/5 PoS coin holders have not staked, but some conflation in owning a staking coin vs. staking it. One user owns dash and when asked about what service they use to stake said the service they use called Dash. → maybe more like 4/5 have not staked. 
  • A draw is the concept of low risk, high reward and  “earning extra on the coins I already own” 
  • However users seem to feel like there is a barrier to staking, seemed uninterested in staking, or felt that they need to engage in some extra way. 
  • We determined that screening for having received yield on a proof of stake cryptocurrency brought us closer to target audience than simply owning Proof of Stake currencies. 


Important disclaimer
Blockstack PBC is not registered, licensed, or supervised as a broker dealer or investment adviser by the Securities and Exchange Commission (SEC), the Financial Industry Regulatory Authority (FINRA), or any other financial regulatory authority or licensed to provide any financial advice or services.

Forward-looking statements
This communication contains forward-looking statements that are based on our beliefs and assumptions and on information currently available to us. In some cases, you can identify forward-looking statements by the following words: “will,” “expect,” “would,” “intend,” “believe,” or other comparable terminology. Forward-looking statements in this document include, but are not limited to, statements about our plans for developing the platform and future utility for the Stacks Token, our Clarity smart contracting language, and potential mining operations. These statements involve risks, uncertainties, assumptions, and other factors that may cause actual results or performance to be materially different. We cannot assure you that the forward-looking statements will prove to be accurate. These forward-looking statements speak only as of the date hereof. We disclaim any obligation to update these forward-looking statements.