What we did this week - 3/14/25

Workstream Discussion Operations
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What happened while the DAO was traveling to Thailand - 12 Releases - 63 Commits - 1 ephemeral environment test

Week of 3/14/25 - 8 Releases - 37 Commits - 1 hotfix

Operational Notes:

Our retreat to Thailand side tracked weekly release notes for a few weeks but we are back on track. The biggest features released while we were away were fixes to initalize wallet flow, Removing YAT, and lots of clean up of the code both on the back end and in UI/UX tweaks (#polish FTW)

Big #FOX-props to @ neomaking for the work upgrading our app to use vite. It now build and deploys locally faster than we ever have before making the dev experience much nicer.

We had 1 hotfix that was required to be deployed to address a prod issue that was a side effect of the Multisig swapping our TC MS to the new signers. This resulted in an outage of swaps over $1k for ~10 hours and a space of free TC trades for a following 8 hours.

FWIF banners should now be on display throughout the app.

KeepKey users can now interact with taproot addresses and Chainflip trades.

Be on the lookout for changes coming to weekly/monthly calls as the team brings back and implements take aways from the retreat.

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General & Strategy

Vision and roadmap page is WIP but it’s live and more structured.

Short term this is what this all looks like for the app: “we’re a swapper with a couple bells and whistles.”

  • Technical Improvements:
    • Disable auto-fetching on balance
    • Let earn stay lazy
    • Clarifying state for notifications & Drawer is a notification center instead
    • Profiling gas oracle or find a 3rd party gas oracles provider (network fees are super slow)
    • Make loading states clearer
  • App Features:
    • New fee explainer
    • New trade cards
    • In-app CTA for marketing and new features
    • Finish ramboing the app
      • NFT section :prohibited:
      • Rewards section :prohibited:
      • Balance chart :prohibited:
      • Opportunities section :prohibited:
      • DeFi section :prohibited:
    • Thorchain reflinks
    • Due diligence and launch a few swappers & make bridging more robust
      • Maya
      • Relay.link
      • Bebop
      • Layer Zero
    • Mixpanel is first class, easy to see/mutate the data & insights.
    • Polish owned by beard, with assistance from PTT and FBL

Overall focus: Polish & deprecate

Retreat debrief & artifacts

Some highlights include:

  • Quarterly planning coming soon (April possibly for first one?)
    • Follow on is adding 6 month planning
    • Starts with eng & product but open meeting. Move outwards for alignment through the DAO.
  • Product to check in on features & KPI check ins more robust at office hours
    • Include recommendations for features (beyond what is done at grooming)

SWOT analysis for Agents

User stories for Agent

Live roadmapping session with a short term focus :

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And short ish term research/spikes:

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Process & Research

Started an AI tweetor thread for the best “our roadmap adjacent” tweets that i find. so they are more open.

Market research doc should be done next week.

Spec updates:

  • Spec Ratio is at: :pie: (3.14)
    • Much healthier. We will review this list once and for all and likely retire all of it on the April quarterly planning sesh.

Backlog

In progress

Other feature process:

Onwards!

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Marketing and Growth

Twitter “X”:

  • Approved for Ads on X
  • Gold check mark + $2500 of ads credits (credits good through July)
  • Outbounds going out from main + marketing contribs to folks re: Classic Launch
  • S/o engineering for pushing me to see what we can do here. Applied for some licenses for my personal agency and got coverage—running some test ads now and seeing what comes up. Still do not have the ability to run ads in T1 countries—making this a priority as we move into the next couple months should this prove out as a viable way to drive traffic.
  • Running a boosted post for the next 10 days at $10 a day to see what happens.
  • Posting 2 articles a week on X; seeing good traction and engagement there. Check them out here: https://x.com/ShapeShift/articles

FWH :white_check_mark:

Presearch Experiment :white_check_mark:

Experiment concluded. View the mixpanel data here:

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Here are the creatives we ran:

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Below is our mocked funnel next to the actual results for the presearch campaign. We had a $1 CPM deal with them but they offered to extend our advertisement for free through today.

TLDR: Overperformed on impressions, hit best case scenario with clicks, massively underperformed with wallet connects, massively overperformed with quote received, epic failure on trade acquisition. Something to note here is that this is mixpanel tracking through a user journey in one session (meaning on first touch, a user does all of these steps). We are actively looking on how to better attribute tracking and customer journeys after the first touch as well as being able to retarget these people on other platforms.

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ETH Denver + IRL Events :building_construction:

Hoff went to ETH Denver to represent ShapeShift. Here is the breakdown Hoff sent from his side:

Gave away 100 stickers (100 engagements)
17 demos via mobile app
75 scanned QR codes (not sure how many people filled out the form)—we will get this information from @T WΞlls
talked to around 200 people via parties and side events about shapeshift

Unknowns + wrenches:

  • Got sick, missed have of Friday and all of Saturday which were the supposed “biggest” days.
  • Very slow. Smallest ETH Denver in years, probably because of the market, but it was kind of weird.
  • Got harassed from people about the Venice price change, people were demanding for Erik’s contact info saying they were rug pulled and what not, had to explain multiple times to people that ShapeShift has nothing to do with Venice and that we are a DAO and Erik is just a community member and I dont have his contact info etc. etc.

Take aways:
Really good we did not invest in a booth. I Love ETH Denver saw a lot of old friends, bummer I got sick, wasn’t able to hit the engagement numbers that we talked about.

Read more about our formal plans for Hoff here: ETH Denver Street Promo KPIs - Google Docs

Check out the Shirts graphics + sticker graphics we are cooking:

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BTC+LTC Conference in Vegas (May 27 - June 3)

This process is going to be repeated in Vegas for the BTC and LTC conference. I will be attending + buying a pass to the BTC conference and speaking at the LTC conference. Twells will be joining me in Vegas for the LTC conference where we will be doing a similar thing that Hoff did (tracking via clickers, interviewing people, branding shirts, QR code + feedback form, etc). Additionally, ShapeShift will be sponsoring the Media wall at the Litecoin conference ($4,000 spend). This will put us in a great position for brand recognition and solidifying ShapeShift as a prominent player in the Litecoin ecosystem. To measure impact of these activities onchain, I am having Rayyk develop a couple dashboards to measure onchain trading by chain. Read more about this onchain dashboard here: Discord

Audience discovery and segmentation (Lets better understand our users and our competitors users)

TheSmith is bringing us to the final legs of our audience breakdown sprint where we looked at a metric boat load of data from self declared competitors as well as data-assigned competitors from some of our research.

Check out the final sheet here:

ShapeShift Audience Research - Google Sheets (snip below for a preview)

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Tracking + Mixpanel

We are working with engineering to solidify and lock down Mixpanel tracking and attribution. Currently there are some gaps in what we can track and properly attribute to marketing efforts. In the coming month, we will have some really great visibility up and down the funnel.

UTM Link Management

With the migration of the website and giving it a new facelift, we are taking some time to cull bad UTM’s, organize the ones that we care about and track them more holistically.

Here is a dashboard to check UTM traffic: Request Access - Mixpanel

Outbound DM’s being sent for FWH

**Classic.shapeshift.com :white_check_mark:**

  • 5k Outbounds scheduled
  • Launch vid + assets (on X)
  • We did an announcement on Discord too (yay)
  • Comarketing w/ Chainflip lined up and underway
    • Additional ad juice going to a new campaign with them in the coming weeks.

Which shrek/mike are you this week?

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