By Sharon (Dayoung) Lee Portfolio | [email protected]

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Duration: 10 days Tool: Figma


For the past two weeks, I had the pleasure of working on an exciting redesign project for Robinhood, an investing platform famous for its groundbreaking commission-free trading, as part of a Kleiner Perkins Fellowship Program.

As an active user of the app, I instantly knew what I wanted to work on for the design challenge: an in-app community that enables users to explore, discuss, and learn about trading information by integrating Robinhood Learning into the mobile app experience.


Problem space

""They' re not super finance-savvy"... "I don't even know that they would have known [the right] questions to ask"" (Bloomberg)

Anyone who has even a bit of an investing experience has probably come across the mantra, "diversify your portfolio". Although seemingly obvious, it is extremely difficult to follow through. Moreover, there are so many other tips and principles to follow along as a novice investor without much trading experience. However, the real problem is that inexperienced investors often do not know what and where to look for investing knowledge, often leaving them to feel worried and isolated.

As a way to address this issue, Robinhood came up with the Robinhood Learning website and Robinhood Snacks (3 min newsletter sent to the user's inbox). However, there was no user engagement data available on the web. Through this design exercise, I intend to take a closer look into how real users feel about these opportunities as well.

<aside> 💡 How might we support and guide novice users on Robinhood so that they can advance their financial knowledge without feeling like they are left on their own?


Target audience

To make things more tricky, the majority of Robinhood users are characterized as millennial investors between 20–30's – most of them with zero investing experience - who frequently engage in volatile and riskier trades such as options and day trading. However, researchers have found that "the more often small investors trade stocks, the worse their returns are likely to be" and that returns are even worse when they participate in options.