Problem
Robinhood
Contextual investing tours
Designed a contextual educational experience for new investors, including an in-product tour of a stock details page to make investing basics accessible. ​This tour walked users through basic terminology of a stock details page, allowing users to move through the experience at their own pace and understand where (and how) in a stock detail page to make trades.
Problem
Solution
Process
New users were intimidated when making their first trade. We hypothesized this was due to overwhelm of new jargon and a lack of understanding in navigating a brokerage site.
Explored navigation to promote sense-making (progress bar,
static CTA > swipe-through to promote sticky moments). Led a team of XFN partners across design, research, eng, legal, compliance and CX to design customer experience.
Result
74% of users who completed this experience made their first trade. In comparison, only 59% of new users made a first trade who did not complete this tutorial.
Learning theory crash course
Bloom's Taxonomy of learning outlines the psychology basis of learning progression. Our goal was to help orient users to the information they have access to and reduce barriers to access by lowering intimidation of foreign terms. Therefore, we needed to start at the bottom of the pyramid, reinforcing user's ability to 'remember' and 'understand,' before they were able to ever make their first trade.
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Experimentation with entry points
We explored different user experiences based on user type:
existing customers or new customers. We learned that users
prefer tailored content tailored to their experience.
