Robinhood
Crypto recurring investments
Problem: We needed to increase the adoption of recurring investments and support the company OKR of growing our crypto offering.
Solution: My team shipped crypto recurring investments—the crypto version of our automated investing product.
My role: Drove end-to-end UX content design, drafted UX content and partnered with the Crypto UX team for feedback, incorporated feedback from over 10 stakeholders across multiple business entities, designed experience to maintain consistency with its equities counterpart while also addressing crypto-specific goals and challenges, overhauled the customer communications matrix for recurring equities and built out a separate matrix for recurring crypto (over 120 unique customer comms total), helped draft and send launch customer communications, rewrote Help Center article
What I learned: Initially, I thought that this project would be fairly straightforward since we were building on top of the equities experience and making a few changes. However, I quickly learned that building for crypto resulted in a lot of crypto-specific edge cases that required clear explanation and contextualization across multiple customer touchpoints. See screenshots below for examples!
Transactional customer communications
The automated customer comms matrix for equities recurring investments was complex, with 60-70 edge cases based on the user’s chosen payment method and specific event triggers. To adapt it for crypto, I had to understand each existing edge case and add comms for any new crypto-specific edge cases.
This video shows the spreadsheet that I created to serve as the source of truth for the automated customer communications. After I drafted all comms, reviewed them with stakeholders, incorporated feedback, loaded them into our CMS, and gave them to engineering, I added them to this spreadsheet as documentation. The different pages in the sheet correspond to the different backend services that house the logic that sends the comms. For crypto recurring investments, our team spun up a new service (Bamboo), which meant that I had to work closely with backend engineering to understand how the customer comms would be affected and make the necessary changes.
Help Center article
Entity separation was also a key consideration in revising the recurring investments Help Center article, so I grouped questions relevant to equity and crypto recurring investments in separate sections. Recurring investments is a product that really requires the customer to place a good amount of trust in us, since we’re automatically investing their money on their behalf. This led me to aim to be as transparent and thorough as possible in explaining to the customer what’s happening on our end, providing examples where I could to aid comprehension.
Launch customer communications
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Email
Content goal: Inform customers that they have access to crypto recurring investments, a new feature.
Implementation: Robinhood was the first to launch a free dollar-cost averaging tool for crypto, so we emphasized the free value prop in the header. In the first paragraph of the body, we hinted that the customer could use this to dollar-cost average over time.
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In-app inbox message
Content goal: Inform customers that they have access to crypto recurring investments, a new feature.
Implementation: “Calling all coin collectors” grabs the customer’s attention with some fun alliteration. 🙂The second sentence outlines how it works, and then the last sentence assures customers that it’s free and that the barrier to entry is low (“as little as $1”).
Outcome
*Not sharing specific metrics for confidentiality reasons
We significantly increased the number of unique accounts with active recurring investments.
This is great because even if a user has just one recurring investment to start, the barrier to entry to set up subsequent recurring investments is much lower.
Crypto recurring raised adoption rates for the recurring investments product overall.
User cohorts who joined after the launch of recurring crypto have higher adoption rates with the product.
Crypto recurring users have higher 1-month retention rates than recurring users who invest in stocks.
We’re seeing crypto recurring investment users attach better to the product than previous user cohorts.
