Unraveling Blockchain Terminology UX Research (Block.one)

Introduction

This case study explores a critical challenge in blockchain technology: widespread terminology confusion among developers, designers, marketing teams, and users. We conducted a comprehensive UX research project to address this issue, focusing on the project's methods and results.

No Joke.

New technologies often spark terminology debates. Take email, for instance—its early days saw discussions about usage, attachments, and even spelling. Should it be "E-mail," "e-mail," or "email"? These debates could have been resolved company-wide—ironically, via email!

At Block.one, we faced similar challenges with blockchain technology. Engineers frequently paused meetings to explain terms like "wallet," "keys," "encrypted," "identity," and "on-chain" to marketing teams and designers. As the team's researcher, I set out to clarify these terms within the company. The problem proved more pervasive than expected, significantly hampering productive discussions.

Identifying the Problem

Action Taken: Documented instances of terminology misalignment, particularly focusing on varied interpretations of "wallet." Outcome: Identified a pervasive issue affecting team collaboration and understanding. Quote: "I thought 'wallet' was straightforward, until I realized it meant three different things to three people in the same meeting."

Research Objectives

Action Taken: Established clear goals to standardize blockchain terminology, improve team communication, and enhance user experience. Outcome: Developed a roadmap to address terminology confusion, including research milestones, persona development, and lexicon implementation.

User Research

Methodology

Action Taken: Created personas, conducted interviews and ethnographic studies, implemented company-wide affinity mapping, and distributed Google surveys. Outcome: Gathered comprehensive data showing how terminology confusion affected both users and team members.

Key Findings

Action Taken: Analyzed research data to identify common themes and terminology pain points. Outcome: Discovered key insights into how inconsistent terminology created challenges for users and teams. Quote: "As a cashier, the shift from 'physical wallet' to 'digital wallet' was confusing. It took me a while to grasp we weren't talking about leather anymore."

Pain Points

1	Waste of Time	"Every time we start a new project, the terminology debate sets us back. It's like we're speaking different dialects of the same language."
2	Confusion	"Translating blockchain concepts for our audience without a unified terminology is like navigating a minefield. You never know when a term might cause confusion."
3	Same Terms over and over	"Mismatched terminology between our UX designs and what the engineers talk about leads to a lot of redesign and confusion. It feels like we're solving the same problems over and over."
4	Can't trust	"Every time I switch platforms, it's like I have to learn a new language. It makes me second-guess whether I'm using the technology correctly."
5	Can't explain to users	"How can I illustrate this in the onboarding process if I don't understand it?"

Personas

Blockchain Engineer: Jordan

Age: 32
Education: Master's Degree in Computer Science
Location: Seattle, WA
Occupation: Senior Blockchain Engineer
Pain Points: Jordan struggles with inconsistent terminology in code documentation and team communications, leading to misinterpreted project requirements and development delays.
Quote: "Every time we start a new project, the terminology debate sets us back. It's like we're speaking different dialects of the same language."

Marketing Head: Sophia

Age: 38
Education: MBA in Marketing
Location: New York, NY
Occupation: Head of Marketing for a Blockchain Startup
Pain Points: Sophia struggles to create marketing materials that are both technically accurate and accessible to general audiences. Inconsistent blockchain terminology undermines marketing clarity and effectiveness.
Quote: "Translating blockchain concepts for our audience without a unified terminology is like navigating a minefield. You never know when a term might cause confusion."

UX Team Manager: Liam

Age: 35
Education: Bachelor's Degree in Design
Location: Austin, TX
Occupation: UX Team Manager at a Blockchain Company
Pain Points: Liam's team struggles to create user-friendly designs due to terminology inconsistencies between UX and engineering teams, resulting in interface disconnects and user frustration.
Quote: "Mismatched terminology between our UX designs and what the engineers talk about leads to a lot of redesign and confusion. It feels like we're solving the same problems over and over."

Product User: Emily

Age: 28
Education: Bachelor's Degree in Finance
Location: Chicago, IL
Occupation: Financial Analyst
Pain Points: Emily finds inconsistent terminology across blockchain platforms creates trust issues and hinders efficient use of the technology.
Quote: "Every time I switch platforms, it's like I have to learn a new language. It makes me second-guess whether I'm using the technology correctly."

These personas and quotes highlight the urgent need for standardized blockchain terminology. Clear, consistent language is crucial for effective communication among all stakeholders—from engineers and marketers to designers and end-users—as they navigate the blockchain ecosystem.

Product Designer: Dylan

Age: 25
Education: Bachelor's Degree in Graphic Design
Location: Blacksburg, VA
Occupation: UX and Visual Designer
Pain Points: Dylan struggles to create onboarding process illustrations because marketing and engineering teams disagree on the messaging to users.
Quote: "How can I illustrate this in the onboarding process if I don't understand it?"

Collaborative Workshops and Discussions

I started posting related terms on the wall near my desk. What I initially thought would be a quick terminology exercise quickly grew.

Action Taken: Organized interactive workshops that brought stakeholders together to discuss, debate, and refine blockchain terminology. Outcome: Built a collaborative culture focused on reaching consensus, resulting in the first draft of a standardized lexicon. Quote: "Seeing terms on the wall and being able to physically move them around brought a sense of tangibility to our discussions."

👉

The project expanded quickly. When the list outgrew its space, I moved it to another wall. Engineers started stopping by, curious about what I was working on.

👉

I discovered something powerful as more engineers and marketing folks began stopping by. They would gather around the terms on the wall, engrossed in discussions about disputed terminology.

Formalizing the Inquiry

Action Taken: Systematically collected disputed terms and organized rank-ordering sessions for thorough review. Outcome: Established alignment across engineering teams on terminology definitions, creating a shared understanding. Quote: "I never knew I could feel so strongly about the word 'node' until we had to rank-order its definitions."

Engineering and UX Team Terminology Review

The engineering teams participated in a comprehensive terminology review, rank-ordering terms to match specific definitions. Some teams also contributed by refining the definitions themselves.

Results and Implementation

The blockchain terminology project successfully eliminated communication barriers within our organization.

Action Taken:

We created and distributed a comprehensive blockchain lexicon through Google Forms and strategic workplace postings, ensuring widespread accessibility. Through interactive workshops, we helped teams master the new terminology while maintaining an open channel for feedback and refinement.

Outcome:

The initiative transformed our internal communication, especially for blockchain-related projects. New hires now onboard more smoothly, using the lexicon as their go-to reference. Cross-departmental collaboration has improved significantly, leading to more efficient workflows and higher productivity.

Quote:

"A unified glossary transformed our communication. It's like we're finally in sync," noted a senior project manager, reflecting the organization-wide impact of the lexicon.

Future Steps:

We'll maintain the lexicon's relevance by regularly updating it with emerging blockchain terminology. Our ongoing educational programs will continue supporting team development, ensuring clear communication and effective collaboration.

This project did more than resolve terminology confusion—it cultivated a culture of continuous learning and improvement, setting a foundation for future success in our fast-evolving industry.

Conclusion and Future Directions

As we complete the blockchain terminology project, we've developed a plan for the lexicon's ongoing evolution. Through scheduled reviews and updates, we'll ensure it stays current with blockchain technology's rapid advancement.

Key Achievements:

We've created a sustainable, iterative process that keeps our blockchain communication clear and relevant.
The initiative has transformed how we discuss technical concepts, strengthening our overall communication.

Insight:

"This project went beyond aligning terminology—it revolutionized how we convey complex ideas within and beyond our team," notes a project leader, highlighting its far-reaching impact.

Looking Forward:

This success demonstrates our ability to bridge communication gaps and offers a blueprint for tackling similar challenges in other technical fields. It proves how unified, clear communication can transform a complex technical domain.