Bitcoin has gained significant acceptance and recognition in recent years. Many users are not yet familiar with the technology, which presents a barrier to adoption and can lead to frustration when using the products. Consequently, companies such as Relai are confronted with significant chal-lenges in making their products as user-friendly and tangible as possible in order to expand their user base and enhance user engagement with their products.

This thesis examines design and gamification strategies to optimize usability and customer loyalty of Relai for streamlined access to Bitcoin. The objective of this research is to address the challenges faced by non-technical users in accessing and understanding Bitcoin technology. The work was based on a comprehensive literature review and an in-depth analysis of use cases in terms of usability and customer feedback. To this end, 18 use cases were defined and evaluated in over 50 criteria to identify usability issues. Additionally, 746 customer reviews were analyzed and evaluated.

The results demonstrate the critical importance of applying design principles to products such as the Relai app and of considering them in the further development of use cases. As the market remains in its early stages, it is crucial to prioritize flexibility in product development, even though this may not encompass the realm of design elements. People are creatures of habit and spend the majority of their time engaged with other products. Therefore, it is important to ensure that new components or unfamiliar terms do not cause cognitive overload. The use of gamification can also be a valuable tool for increasing customer loyalty. Elements such as points, rewards, and leaderboards can be employed to engage customers and foster brand loyalty. The selection of a framework is less critical than the substance of the gamification strategy, which must align well with the product and meet the needs of the players. During development, several factors should be considered and tested with users before implementation. In addition to the design principles that were defined specifically for Relai.