Welcome!

Proposal Summary
We’re presenting this proposal to create a strong user adoption and engagement engine for Dash with user research at the core. The "Dash Adoption Plan" (DAP) will investigate factors impacting Dash usage by focusing on early adopters, using various methods such as in-depth interviews, qualitative user research, competitive benchmarking, market analysis, product usability testing, and the creation of data-driven behavioral profiles. Utilizing the collected data, we will be able to craft well-refined action plans that will not only inform marketing but also technology development, ensuring existing user satisfaction and the growth in the number of Dash's users.

Overview
Dash has created groundbreaking innovations like the DAO and ChainLocks, as well as the introduction of features such as InstantSend and PrivateSend. Still, it has not always received the recognition it deserves within the crypto community. A large part of it is the lack of a clear grasp of our target users' pain points. To resolve this issue we have to drill down and understand our existing users beginning with early adopters. We accomplish this by asking key questions to grasp what initially attracted them to the network and understand why some users may have disengaged. By utilizing reports and community feedback, we can take action to increase Dash's discoverability. it will serve as a re-targeting/re-engagement campaign, with the aim of better understanding prior and current users, in order to target future ones better. The ultimate goal is to promote Dash as the preferred method of payment, hence the initiatives will reach a broader audience, including cryptocurrency enthusiasts, businesses, and developers interested in Dash's payment potential.

General Deliverables
In the short term, DAP will generate user reports, strategic assessments, and have open dialogues regarding usage insights, as well as a Twitter and Telegram account, @DashDAP, for related news and updates. Long-term deliverables include user and competition analysis, a DashDAP website, and three months of planned community events.

Milestone: Round 1 (Study Design) 1-2 weeks
Study design to refine the exact research questions to answer through the research study, answering the question of what can we learn about Dash early adopters, and how can we use the information to go after new users. This round involves gathering assumptions and accurately defining the user profile for recruitment.

Deliverables:

• Documentation outlining research inquiries, assumptions, and the user profile for recruitment.
  
• Design participant recruitment strategy, screening process, and guidelines for conducting interviews.
  
• Initial desk research on user profiles, including an examination of existing insights regarding early Dash adopters who have disengaged.
  

Milestone: Round 2 (User interviews) 4-5 weeks
As soon as the right candidates are identified and recruited, we will begin the interview process. which will involve ten to fifteen in-depth conversations with early adopters including active ones and those who have left the network.
Deliverables:

• Video recording of the interviews.
  
• Summary of the interview including analysis and feedback shared directly with the DCG and the marketing team, and published on the mentioned channels.
  

Milestone: Round 3 (Testing Dash Usability)

1. Evaluate the entire Dash ecosystem from a user's perspective and generate a comprehensive user analysis.
   
2. Identify competitors and generate a comprehensive competitive analysis. The aim is not only to recognize direct competitors but also to delve into adjacent markets and emerging technologies that may pose a challenge to Dash adoption. This process involves thorough market research to identify players in the cryptocurrency space offering similar services or targeting similar user segments. It includes an analysis of their offerings, strengths, weaknesses, market positioning, and user base. Then we extend the analysis beyond cryptocurrency to encompass traditional payment systems and emerging fintech solutions. The goal is to provide insights on how to reposition Dash as a better alternative to traditional payment systems like Paypal, Western Union, and Wise and not just as a competitor to other cryptocurrencies.
   
3. Test common Dash actions (buying, sending, receiving, PrivateSend, CoinJoin, etc.)
   

Deliverables:

• A comprehensive competitive analysis report identifying direct competitors, adjacent markets, and emerging technologies.
  
• Market research findings detailing competitors' offerings, strengths, weaknesses, market positioning, and user base in the cryptocurrency space.
  
• An extended analysis covering traditional payment systems and emerging fintech solutions to identify trends, user preferences, and potential differentiation opportunities for Dash.
  
• Insights report on user experience, pain points, and areas for improvement.
  
• Channels for user acquisition identified.
  

Milestone: Round 4 (Additional Data Gathering, User Interviews, Data Analysis and Reporting)
After we have met the goal of 10-15 in-depth interviews, conduct a second round of user interviews, ideally with 5-10 additional participants using insights generated from the first round to delve deeper and gather a clear understanding of the needs, pains, and behaviors of the specific user profile, which we will use to inform all areas of the organization (marketing, technological development, community, etc).

Community Involvement and Public Discussion

1. We will create comprehensive reports summarizing the findings from all rounds of interviews and user research. These reports will be made available to the Dash community, providing detailed insights into user behaviors, preferences, and challenges.
   
2. To foster active participation and discussion we plan to organize interactive engagement activities. These may include hosting live Q&A sessions, webinars, or virtual town hall meetings where community members can directly engage with the project team and share their thoughts, feedback, and suggestions.
   
3. All feedback received from the community will be carefully analyzed and incorporated into the project's direction and decision-making. Users come to the Dash app from different channels, including paid ones, but the most valuable users are organic, hence why leveraging the existing user base is vital to the success of this project. 

Ask
I’m requesting 99 Dash per month for three months. This will cover various expenses essential for the successful execution of the Dash Adoption Plan (DAP), this includes:

• Incentives for interview participants, three Dash each for an estimate of 15-20 individuals.
  
• Costs associated with study design, scheduling, conducting user interviews, summarizing findings, and producing comprehensive reports.
  
• Expenses for testing Dash's usability, conducting additional interviews, data collection, and analyzing reports and action plans.
  
• Designing new adoption plans focused on new adopters.
  

Future mission: Continuous Analysis and Reporting
Design a new adoption plan, generate insights on current master node owners, research new adopters, and explore integration methods with global transaction systems.

About DAP
My name is Johansen, and I will be leading this campaign. I am a skilled user research and data analyst with six years of expertise in cryptocurrency research. I've been involved with Dash since 2020. My desire to understand user habits and preferences has led me to participate in several projects focused on improving user experience and acceptance of cryptocurrency. Previous communities, projects, and organizations with which I have collaborated include Pi Network, RD Analytics, Gate.io, Bithotel Gaming Company, and other successful enterprises. These efforts have yielded useful insights into user behaviors, market dynamics, and development prospects, which inform my approach to the Dash Adoption Plan (DAP). I strongly believe Dash works perfectly as a means of monetary exchange. A YES vote will help me in my commitment to leveraging my talents and experience to ensure the success of this project. Thank you.