Robinhood
Round-up Rewards
Duration: 16 months
Role: Content Design
Team: Round-up Rewards, Spending
Robinhood is a stock, ETF and crypto trading app with secondary offering as a money services business. The product I worked on was Round-up Rewards, the hero feature of the money services arm--Robinhood Money-- which launched in March 2022.
The Round-up Rewards program itself is fairly complex: by enrolling in the program, users consent to having their debit card transactions automatically rounded up to the nearest dollar and set aside to invest at the end of the week. On top of this, Robinhood also offers a bonus every week which was 10 to 100% of how much a user had rounded up that week.
Challenges
One of the biggest challenges on this project was the lack of a standard approval process across the organization. Since this project pulled in teams from across the company (10+), feedback loops were lengthy. Multiple teams spun up to support the launch, but the communication between teams was often challenging as we lacked a central leader to organize and distribute information.
Solutions
To educate cross-functional teams on the length of the approval lifecycle and advocate for content design, I created a chart that showed the many steps content design takes before seeking and implementing feedback. This took content design out of the shadows and made it more real and accessible for team members who were unfamiliar with the discipline or how to work with content design.
VERSION 1
I A/B tested two different versions of the Round-up Rewards onboarding flow in partnership with UX Research and Product Design. From previous research, I learned comprehension and clarity were the biggest barriers to entry for both new and existing brokerage users. I used titles to quickly convey top-level messages and left the most enticing aspect of the program--the bonus--until the end as a satisfying reveal.
VERSION 2
For this version, I stripped everything out and wrote the synopsis of the program on one body paragraph only. I wanted to learn if this level of detail would help users understand the program better, then reveal more details throughout the flow.
SHIPPED MVP
UX Research came back after user testing and mentioned users were confused with V2 and dissatisfied and distracted with V1. Taking it a step further, I pushed myself to reduce the onboarding flow to just two screens. I stripped out every unnecessary word and optimized for communicating the bonus more clearly as it is the program's main differentiator.
OUTCOME
Round-up Rewards launched in March 2022. In the first 3weeks following the launch, 60% of users who enrolled in Robinhood Money enabled Round-up Rewards.