Shortly after building out the entire web application experience, my product manager and I ran the numbers on our invest registration funnel. We were seeing significant drop-off points that needed to be addressed to help meet our KPIs for the quarter. The invest registration experience hadn't been updated in almost a year and given the visual updates to the authenticated web app, we decided it was time to overhaul.
If you're interested in exploring some of these features more in-depth, you can visit the Stash Invest® web experience and sign up for an account. (Disclaimer: This is not an endorsement of these services.)
After we did the initial quantative analysis, we coordinated with our user research team to qualitatively test the existing registration funnel with customers. Through this, we were able to identify some high level pain points:
I also did an extensive competitive analysis of other financial services products and registration experiences, and saw a general lack of fun or excitement. Signing up for your first investment product should be fun and informative! So for ours, we made these updates: