This document discusses the challenges and opportunities around mass adoption of cryptocurrencies. It outlines key issues like accessibility, custody of private keys, and privacy that need to be addressed. Products and services can help accelerate adoption by improving ease of use and addressing these issues. The document also examines the innovation adoption curve and argues that addressing accessibility, custody, and privacy will be crucial to pushing cryptocurrencies into the mainstream market segments of early and late majorities.

1. Design
& Crypto
F U T U R E L A N D
2 0 1 8 The road to
the mass adoption
Marco Pesani + Fabrizio Soldano

2. Marco Pesani
@marcopesani
UX Lead &
Product owner
Conio
Fabrizio Soldano
@fabsoldano
Brand + Communication
Director
Sketchin

3. Conio is a
BTC Digital Wallet
3mln
Seed from
Poste Italiane
+3mln
A Series
Funding

4. Sketchin is a
Strategic and Design Firm
+20mln
Amount of users
we designed for
+100
Designers
in our teams

5. by households in the United States
Technology Adoption
1903 1920 1940 1960 1980 2000 2016
20%
40%
60%
80%
100%
LANDLINE
AUTOMOBILE
RADIO
REFRIGERATOR
COLOUR TV
MICROWAVE
COMPUTER
SO CIAL MEDIA
TABLET

6. In the beginning
was the Bitcoin.

7. Adam Back
Hal Finney
Nick Szabo
David Chuam

8. Welcome Bitcoin

10. Innovation diffusion curve
INNOVATORS
2.5%
EARLY AD OPTERS
13.5%
EARLY MA JORITY
34%
LATE MA JORITY
34%
LAGGARDS
16%
2,5%
50%
80%
100%
16%
Time

13. = =USD
$
AAPL Oil

14. BTC ETH XRP= =

16. Fred Ehrsam Brian Armstrong
THE TRADER THE ENGINEER

17. Innovation diffusion curve
INNOVATORS
2.5%
EARLY MA JORITY
34%
LATE MA JORITY
34%
LAGGARDS
16%
EARLY AD OPTERS
13.5%
Time
2,5%
50%
80%
100%
16%

18. I own my own
cryptocurrency”
91%9%
European
Consumers
THE QUESTION
“ Sample size: 14,828
ING International Survey Mobile Banking
Cryptocurrency June 2018

19. Traders Everybody
else.

20. Innovation diffusion curve
Time
2,5%
50%
80%
100%
INNOVATORS
2.5%
EARLY MA JORITY
34%
LATE MA JORITY
34%
LAGGARDS
16%
EARLY AD OPTERS
13.5%
How do
we get there?
16%

21. Customer demand is
paving the way the way
for financial institutions.

22. Where would you most
likely get advice?”
THE QUESTION
Sample size: 9,957
European
Consumers 27% 21% 8% 7% 29% 9%
Specialist websites
Financial/Bank Advisor
Family or friends
Computer program or algorithm
I would never invest in cryptocurrency
I don’t know
“ ING International Survey Mobile Banking
Cryptocurrency June 2018

23. Jeff Sprecher
NY STO CK EXCHANGE

25. By the end of 2019,
you’ll be able to buy Bitcoins
at your local bank branch.

26. What will propel
the growth?

27. Innovation diffusion curve
What’s missing?
Time
2,5%
50%
80%
100%
16% INNOVATORS
2.5%
EARLY MA JORITY
34%
LATE MA JORITY
34%
LAGGARDS
16%
EARLY AD OPTERS
13.5%

28. Accessibility
0 1

29. Current market
is financial focused

30. Coinbase
Interface

31. Bitcoin is not
an investment.
It is hard money.

32. Skeumorphic
approach

35. Is it enough?
Of course not.

36. Pay and get paid
in everyday life.

37. Unbanked people
7%High income countries
42%Low income countries
/ 1.7 billions estimated

39. Pay and get paid without
an internet connection.

40. Offline people
19%High income countries
59%Low income countries
/ 3.9 billions estimated

42. Pay and get paid with
physical constrains.

43. People with disabilities
15%Global estimated

44. Alipay

45. Custody
0 2

46. Storage of private
keys is hard.

47. In actual
bitcoin market
4mln
Bitcoin lost
2mln
Bitcoin stolen

48. For the first time
you can choose
who to trust.

49. Professional
custody
Self
custody
Who I choose to trust?”“
Counterparty risk Personal risk

50. Counterparty risk Personal risk
Ledger Nano

51. User device Hot storage Cold storage
User key Conio key Third party key
Normal transactions The user lost the key
Conio not available
Counterparty risk Personal risk

52. Privacy
0 3

53. Blockchains are
public ledgers

54. Blockchains
protect identities

55. Wallet 2 Wallet 3Wallet 1
Fabrizio

56. Protecting users
privacy is in charge
of service providers

58. Cryptocurrencies needs
fungibility to become
a method of payment.

59. Business models
are emerging on top
of privacy services.

60. Closing
Thouhgts

61. Cryptocurrencies
are disrupting value
storage and transfer.
01

62. by households in the United States
Technology Adoption
1903 1920 1940 1960 1980 2000 2016
20%
40%
60%
80%
100%
LANDLINE
AUTOMOBILE
RADIO
REFRIGERATOR
COLOUR TV
MICROWAVE
COMPUTER
SO CIAL MEDIA
TABLET

63. Products
and services can
accelerate adoption.
02

64. The importance of
Accessibility, Custody
and Privacy.
03

65. How much
it will be worth?
04

66. Innovation diffusion curve
Time
2,5%
50%
80%
100%
EARLY MA JORITY
34%
LATE MA JORITY
34%
LAGGARDS
16%
EARLY AD OPTERS
13.5%
17.000 €
16%
INNOVATORS
2.5%
Place
your bet

68. Thank
you
F U T U R E L A N D
2 0 1 8 Marco Pesani
Fabrizio Soldano
@marcopesani
conio.com
@fabsoldano
sketchin.ch