BitHappier - Internship
August - October 2022 (3 months)
Role: User Research
Mental well being and peace of mind activities in an app that rewards you for your happiness.
Competitive audit
1.- Analyze competitors (Direct and Indirect)
The research process to find competitors for BitHappier, is a combination of:
- (1.1) reading/analyzing the User Persona and;
- (1.2) creating a list of keywords this user persona would type in a search engine, looking for peace of mind.
Step 1.1 : Facts to create the user persona
The company notice the increased in international students that surge in British Columbia and decided to explore this population as their adapter population.
"The Canadian Bureau of International Education (CBIE), conduct a study in 2018 showing the quantity of International Students in higher education in each province - British Columbia 119,110.” (Link for 2018 study)
”In 2021, the CBIE showed British Columbia increased to 134,860 students.”
(Link for 2021 study)
“Number and percent of international students in Canada, by province/territory (2017)” 
“Number and percent of international students in Canada, by province/territory (2021)” 
1.1 - User Persona - Jaspreet
While creating the user personas I kept in mind a factor important factors to create them:
- “65% of international students that come to Canada are from Asia.” (Link for 2021 study)
- Early adopters would be young people living in British Columbia, since the company is based in Vancouver, B.C.
-Early adopters are people who have a seamless use with technology.
Jaspreet is a 25-year-old woman finishing her master's degree in Vancouver. She keeps her family values to heart while performing her everyday tasks. Achieving academic degrees is very important for her family, but the pressure and high expectations make her feel drained. She recognizes her journey and works every day to remind herself how hard she has worked and how hard work pays off.
1.1 - User Persona - Jason
Jason is the first of his family to migrate and obtain a degree in Canada. He is 32 years old and working in the tech industry. He considers himself a routine person; he sticks to the schedule and order of daily tasks. Jason is a hard worker but sometimes sees himself stuck only in work.
1.2 - Keywords that described “BitHappier” from one shareholder:
“Health”
“Meditation”
“Mental well being”
“Crypto”
After hearing these words in a meeting with the shareholder; I grab them as a reference to see what the industry shows with this in mind.
The first app that came to my mind after this wordlist was “Headspace”. I decided to compare how much Headspace is a competition for BitHappier.
I used some tools to see the digital environment of Headspace:
- Google Trends
- SemRush
- Similar web
- Neil Patel
When I looked into SemRush and typed the website “https://www.headspace.com,” I found this:
Screenshot from: Semrush.com/headspace.com/I also typed on internet - “ Meditation apps” to see what popped up on the search list. I read blogs, articles and Facebook comments about the recommendations of the apps. All this to make me an idea of what this apps where about.
I collected all the information and organize the data into:
Website
Company logo
Main features
What does the company do?
Indirect / direct competitor
Competitors
Indirect competitor is marked with a “Thumbs down”, while a Direct competitor is marked with a “Thumbs up”.
COMPETITORS ANALYSIS PDF
Learnings and conclusions of research
1.-
Main points from competitors analysis:
* 5 out of 5 direct competitors own a native mobile app.
* Only 1 out of 5 direct competitors own a monetary reward system.
* 5 out of 5 direct competitors have a subscription economy model for a deeper experience on their platforms.
* 5 out of 5 direct competitors who own native mobile apps encourage the user to take action.
* 2 out of 5 indirect competitors who their main channel is a website lead to informative resources to the user.
2.-
Where is BitHappier in this environment?
* They are the first on introducing tools to improve mental health with a cryptocurrency reward system.
* Their target audience based on location and age range makes user adaptation easier to start the brand.
* The topic on cryptocurrency is trending nowadays, making the launch of the app timely accurate.
3.-
Based on the request of continuing building a website rather than an app, the app is pushed for a second phase of user attraction.
So building an easier and seamless user journey I map the website and make a couple suggestions based on :
* Number of clicks to register and create an account.
* Engagement with user throughout the process (UX copy).
4.-
After this phase the brand should do a Post-launch research goal to understand if the product worked as expected. One of the main questions I will add to the next research is:
“How important is for growing the brand to have a mobile app (native mobile app) to help the user learning journey and create a higher Net promoter score?