Exploring User Sentiment and Trust Around AI-Assisted Crypto Treasury Management Solution with Fyde
This project illustrates how user research, when done collaboratively and strategically, can shape not only what gets built but also how it’s messaged, prioritized, and brought to market. By bridging user needs and team goals, we helped Fyde create a more trustworthy, usable, and differentiated product.
01 Background
In early 2025, Fyde, a crypto treasury management startup approached our team to help improve the clarity, credibility, and user alignment of its landing page experience. The product aimed to offer crypto-native teams a secure, non-custodial solution for managing on-chain assets, with an added layer of intelligence powered by AI.
Problem Statement
As AI-assisted tooling gains traction in Web3, Fyde
needed to understand how users perceive the risks, benefits, and value of using artificial intelligence to support their investment decisions.
Research Focus
Our research was designed to explore how Fyde can build trust and drive adoption of its AI-assisted, non-custodial crypto treasury solution. We focused on two intersecting themes:
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The specific signals users look for to feel safe and in control when managing crypto assets.
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User sentiment around using AI to assist with investment decisions, including perceived value, skepticism, and emotional friction.
Business Impact
The findings would directly inform the redesign of Fyde’s landing page messaging and layout, while also influencing strategic decisions for future product development and positioning.
My Role as the Lead UX Researcher
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Led the end-to-end research process, from design thinking workshop and research planning, prioritization, to synthesis and stakeholder readout.
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Mentored and coordinated a UX Research Coordinator, ensuring research operations, sponsor user recruiting and scheduling, documentation, and delivery were smooth and consistent.
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Planned a cross-functional Design Thinking workshop to align product, design, and business stakeholders around key goals and user questions.
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Directed and executed 1:1 interviews and usability testing with crypto-native participants, including founders and protocol decision-makers.
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Synthesized findings into actionable insights that shaped messaging strategy, visual design, and roadmap priorities.
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Partnered closely with the Design Director and Head of Product to embed insights into landing page iteration and product storytelling.
02 Research Methods
Design Thinking Workshop + User Interview & Usability Testing
Before speaking with users, we took a step back to bring the team together. We ran a fast-paced design thinking workshop to align the team around Fyde’s mission, values, and key product questions. This collaborative process helped shape our research direction, define our target audience, and build a focused plan to explore what truly builds trust in AI-assisted, non-custodial crypto products.
(1) Design Thinking Workshop:
We began with a 2-hour collaborative Design Thinking workshop to align the team, clarify the problem space, and gather cross-functional input to inform research priorities before entering user interviews. The session included:
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Mission Statement Exercise– Unified the team around a shared goal that everyone voted and agreed on.
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Values Mapping- To bring the whole team on the values they believe best describe the company.
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How Might We- We asked the decider to share Fyde’s top business challenges, while participants generated and voted on HMWs to spotlight the most burning product questions.
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Rapid Desktop Research- The goal is to find competitors' products that faced similar challenges and found elegant solutions. These examples were shared immediately for alignment and inspiration.
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Customer Segment Definition – Based on the prioritized HMWs, we defined a clear profile of our target audience. This guided our recruiting strategy for user research.
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User Journey Mapping – Mapped the end-to-end journey from first product exposure to desired user action. Combined team inputs and top-voted flows into a single journey that reflected our primary user archetype.
(2) User Interview & Usability Testing:
We then conducted five 1:1 user interviews and usability tests with founders and protocol decision-makers in the blockchain space. The sessions focused on:
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Exploring sentiment around using AI to support crypto investment decisions.
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Gathering usability feedback on navigation, messaging, visual clarity, and brand perception.
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Running a lightweight competitor comparison to understand mental models and preferences.
These collaborative and iterative methods helped us shape a focused, emotionally resonant research plan aligned with Fyde’s business goals and user needs.
03 Key Findings &
Actionable Items
Across five interviews with crypto-native users, including founders, protocol decision-makers, and technical stakeholders, several critical themes emerged:
🌟 Key Insight- Trust Must Be Earned Through Concrete Proofs, Not Assumed
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Users were cautiously optimistic about AI’s role in crypto, but trust was fragile.
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Participants wanted proof, not promises, concrete examples of AI’s performance, decision-making reasoning, risk safeguards, and who is behind the product.
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Skepticism was especially high around automation in asset management; transparent decision logic and real-world use cases are essential to build credibility.
✅ Action: Prioritize trust signals above the fold, include data-backed results, credible team credentials, and clear explanations of how Fyde mitigates risk.
🛑 The Current Value Proposition Was Vague and Buzzword-Heavy
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Taglines like “Actionable Intelligence” were seen as abstract or hollow without meaningful context.
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Users couldn’t easily grasp what Fyde does, for whom, or why it matters.
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The page relied too much on crypto-native familiarity, which required prior knowledge, leaving others unsure.
✅ Action: Don’t be afraid to be specific and specialize in a few features, rather than trying to be a generalist. Craft a concise, benefit-driven hero statement (e.g., Fyde is a [tool] that does [X] to help [Y]). Ground messaging in user problems, not just technical capability.
🎯 Lack of Visual Storytelling Hurt Engagement
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Users appreciated the clean layout, but visuals lacked clarity and emotional resonance.
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Complex concepts like "Agent Simulation" or "Protocol Stress Testing" felt intangible without visual aids.
✅ Action: Replace generic illustrations with charts, UI snapshots, or short animations that demonstrate Fyde’s core value. Use motion to simplify, not distract.
🤝 Testimonials and Partner Sections Missed the Mark and Are Considered Important Proof
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Testimonials lacked credibility because they didn’t feature recognizable names or a clear value-add.
✅ Action: Segment trusted parties (investors vs. clients), and highlight relevant, verifiable endorsements. Anchor them to specific outcomes whenever possible.
⚠️ Calls to Action Were Weak and Easy to Miss
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CTAs were too passive (“Contact Us”) and not placed where users needed them.
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Users wanted frictionless ways to “Learn More” or “Connect Now,” without forms.
✅ Action: Add persistent CTAs like “Book a Call,” “See a Demo,” or “Try Simulation.” Surface them at decision points throughout the page.
📚 Case Studies and FAQs Were the Most Requested Additions
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Users rely heavily on real-world examples when evaluating new financial tools.
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Without an FAQ, many felt forced to dig or guess at answers.
✅ Action: Introduce a case study module and simulation showcase. Add a concise FAQ that answers common concerns up front.
Research Summary
This research wasn't just about optimizing a landing page, it was about identifying what builds user trust and adoption in a new class of crypto-fintech AI tools. As complexity grows, users crave clarity. This research showed Fyde the path forward: simplify, prove, and trust.
📜 View full research readout: Fyde Landing Page Research Report (Figma Slide)
04 Research Impact
Impact that drives cross-functional outcomes (UX, business, and dev)
This research drove measurable clarity across user experience, business alignment, and product development. By surfacing hidden user motivations and trust barriers, we helped Fyde reposition its value proposition, guide strategic design choices, and refine technical priorities.
🔍 User Experience Impact
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Refined the core narrative of the landing page to better align with user mental models, shifting from abstract claims to relatable problems and clear benefits.
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Informed visual hierarchy and messaging placement based on where users sought reassurance, clarity, and proof.
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Recommended key UX elements to cultivate user trust, such as case studies, FAQs, and call-to-action placement, to reduce hesitation and guide decision-making more intuitively.
💼 Business Impact
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Aligned Fyde’s go-to-market messaging with user needs, helping the team differentiate clearly in a crowded AI + crypto ecosystem.
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Clarified the path to trust for adoption: transparency, simplicity, and team credibility over buzzwords.
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Influenced positioning strategy by identifying which parts of Fyde’s innovation story resonated (e.g., agent simulation) and which required simplification or evidence.
🛠 Development & Product Impact
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Helped prioritize content and feature needs for early release: simulation showcase, case study modules, and persistent CTAs.
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Flagged feature terminology that confused users (e.g., “Actionable Intelligence”), prompting internal discussions on labeling and onboarding flows.
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Provided input into future roadmap planning by identifying user expectations around explainability and control when interacting with AI-powered decision tools.
05 Reflection
Only innovation that simplifies wins!
This project was never just about fixing a landing page, it was about building trust in an emerging class of AI-powered, non-custodial crypto tools. From the moment we kicked off the design thinking workshop, it was clear that clarity would be our competitive edge: users weren’t asking for more features, they were asking for more confidence, more transparency, and a clearer path to value.
As the lead researcher, I saw an opportunity to do more than gather insights, I helped the team focus. We transformed early ambiguity into an actionable strategy by centering every decision around what builds user trust. This meant translating emotional friction into design changes, reframing buzzwords into relatable language, and identifying signals that would resonate with early adopters.
What made this project especially rewarding was watching user insights influence not just the landing page, but broader product and positioning conversations. Our findings opened doors for rethinking roadmap priorities, messaging hierarchies, and even how Fyde introduces AI to its users.
At its core, this project reminded me of something I deeply believe:
| Only innovation that simplifies wins. |
In a fast-moving space like crypto, simplifying without diluting is hard. But this is exactly where UX Research becomes a strategic advantage by bridging human truth with technical vision, we don’t just improve experiences. We help shape the business.
UX Research is at its most powerful when it not only uncovers what users need, but moves teams to act on it.
🚀 Final Deliverable
To see how our research translated into the live product experience, visit the official Fyde website:
🔗 fyde.fi