Bitso · Fintech
2022
User Research
Design Strategy
Client
Bitso
Role
Lead Researcher
Timeline
3 months
The challenge
Bitso wanted to understand what motivated their most engaged users to upgrade to premium features. The product team had hypotheses about feature usage, but lacked clarity on the underlying jobs-to-be-done and emotional drivers.
The existing data showed correlation but not causation — we needed qualitative depth to understand the ‘why’ behind premium adoption.
Approach
I conducted 18 in-depth interviews with premium users across different investor profiles: day traders, long-term holders, and portfolio diversifiers. The sessions combined behavioral walkthroughs with jobs-to-be-done interviewing to surface motivations.
Rather than focusing on features, I asked about moments of frustration, goals they were trying to achieve, and what ‘getting it right’ looked like in their financial lives.
Synthesis session identifying key themes and motivations
— Premium user, Day trader segment
Key insights
Premium adoption wasn’t about features — it was about identity and control. Users upgraded when they saw themselves as ‘serious investors’ and wanted tools that reflected that identity.
The decision point often came after a specific event: a market swing they missed, a trade they regretted, or advice from a peer who was already premium.
Outcomes
Product team shifted from feature-based messaging to identity-based positioning in onboarding
New tiered activation flows personalized to different investor archetypes
20% increase in premium conversion within the first quarter post-implementation
Research repository became foundation for ongoing product roadmap decisions
Gabriela Salinas