Art Director & Visual Designer
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Robinhood iOS App

 
 

Robinhood  
Democratizing America’s financial system.

 
 
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Investing. Now for the rest of us.

Robinhood is a Palo Alto based fintech startup who made their debut as an easy to use app offering zero commission trading. Our main focus was on creating an elegant and intuitive app for our users.

My role: Senior Product Designer (in-house)
Creative Director: Zane Bevan  |  Company size: 32  |   Year: 2015

 
 
 

The Design Team

I started working for Robinhood in June 2015 as their second Product Designer — at the time the company was at 32 employees. I worked closely with our Creative Director, Zane Bevan, and our founders in creating great UI/UX for Android and iOS mobile app.

 
 
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iOS App: Streamlining current flow
UX/UI Sign-up Flow

During this project, we explored making the sign-up flow more streamlined. One of the ways we thought worth exploring was to add a "Scan ID" feature during sign-up, and researching other areas were we can minimize clicks. I worked closely with our PM, compliance team, and a third-party company that would be responsible for extracting information from the documents scanned.

 
 
 
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What we knew

After a few rounds of user testing, we found that the current flow was a bit long and a lot of the information was being entered manually.

Behaviors and Assumptions:
• Flow was too long and required a lot of steps, which maybe the reason why we have so many users drop-off from the flow
• Scanning a user’s ID would potentially make this process faster
• Some of the screens could be combined to further minimize screens/clicks

 
 

The Goals

  1. Implement and brand third-party scanning

  2. Find other ways to shorten flow

Business Goal: Make sign-up flow more streamlined and efficient.

 
 
 
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Review Current Flow

To kick off the project, I wanted to do a review on our current flow and see how many steps the user had to go through before landing on our app. We were optimizing the flow for our most common use case in which the user skips linking their bank, no affiliation to brokerage or public companies, and is single with no dependents.

 

Creating an Account
• 5 screens
• 4 input forms

Linking Bank
• 1 Screen [Select Skip]

Verify ID
• 10 Screens
• 5 input forms

Terms & Conditions
• 1 Screen

 

Total of 17 Screens and 9 input forms

 
 
 

After working with our PM and compliance team, we had a better understanding of what high-level information we needed from a user to get them approved by our compliance team. With the addition of a Scan ID feature to the sign-up flow, I also re-arranged and combined some of the steps to better streamline it.

 
 
 
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New Flow

We were able to reduce the amount of screens, and drastically reduce the amount of forms the user has to manually input.

Verify ID
• 8 Screens
• 1 input forms

Terms & Conditions
• 1 Screen

Creating an Account
• 3 screens
• 2 input forms

Linking Bank
• 1 Screen [Select Skip]

Our compliance team required we add an extra screen to future sign-up flow with an FIDC question. To keep this flow a fair comparison to the old one, I will be removing it from the count.

Total of 13 screens, 3 input

 
 
 

Moving forward

There were still a few kinks we needed to figure out for different edge cases regarding scanning documentation:

• How to extract information for different types of domentation? For example: passport, state IDs, driver’s licenses, etc.
• How is the flow different for user’s who are not Americans?
• What if the user scans an outdated document?
• Do we need to review information at the end of application?

The team wanted to focus on the positive flow and have it tested to see if the new flow does make the process easier in the user before investing more resources into the edge cases.

 
 
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