Through data analysis, I made three significant findings about user behaviour. These findings shed light on user engagement with our platform and provide insights into potential strategies for improving retention rates:

1. Deposit behaviour is strongly correlated with retention rates. This indicates that users who trust the platform enough to deposit money are more likely to remain active and engaged with the services.
2. A staggering 75% of registered users had not completed a deposit. This suggests that there were possible obstacles preventing users from completing the deposit process, which could be addressed through targeted activation and encouragement campaigns.
3. Only 10% of users had completed an order, which suggested that even users who had deposited money on the platform may still have been uncertain about how to use it effectively.

Based on these findings, it is clear that there is significant interest in cryptocurrency among the user base, as evidenced by the high volume of web traffic and registered users. However, it is also clear that users are facing barriers that prevent them from engaging fully with our platform. By identifying and addressing these barriers, we can improve user engagement, increase retention rates, and unlock the full potential of the platform.

After identifying key user behaviours, I sought to gain a deeper understanding of the underlying motivations and pain points behind these behaviours. To this end, I conducted a series of 35 customer interviews to identify six distinct personas: "technology pro," "technology enthusiast," "future expert," "investment follower," and "lazy newbie."

Through these interviews, I discovered that investment followers and lazy newbies represented a significant portion of the 75% of registered users who had not completed a deposit. These users were deterred by low risk tolerance and a lack of domain knowledge, which left them unsure about how to make informed decisions.

To address these concerns, our new business model will focus on activating and engaging these two personas through targeted education and support. By providing them with the knowledge and tools they need to make informed decisions, we can help them overcome their fears and become active participants in the exciting world of cryptocurrency trading.