company
Why are so many customers churning to other platforms and how can we convince them to stay?
Active Trader Journey
Problem: active traders were graduating to more advanced platforms
Project collaborators
Stakeholders: lead product manager, designers, content strategists, engineers and data scientists.
01 / QUESTIONS
Questions
product
How can we innovate on our existing advanced product to keep them from graduating?
design
What design elements are missing from a simple approach to advanced trading?
02 / APPROACH
Sample & Methods
SAMPLE
12 in-depth interviews + 852 surveys
Mix of RH and non-RH (22-80)
Diversity across trading knowledge
Population in New York & SF Bay Area
Methods
Jobs-to-be-done Survey
At-home in-depth interviews
Live and device recording
Assessed motivations, emotions, and product needs at each journey step
03 / JOBS-TO-BE-DONE
Jobs-to-be-done
Jobs-to-be-done
Mixed-methods approach to determining the highest opportunity user needs.
Analysis
Find average importance score across a variety of advanced trader types
Importance-Satisfaction=Opportunity
Segment users based on trading or regress on volume for deeper analysis
04 / TOOLS
Tools
Projective tools allows users to communicate through creating their journey or mapping their needs.
It is a change from a user-centered design process to that of participatory experiences. It is a shift in attitude from designing for users to one of designing with users.
05 / IMPACT
Impact & Deliverables
Impact
Drove roadmap reprioritization towards end of user journey
Revealed gaps in unmet needs and solutions using Figma
Shifted company strategy from user acquisition to empowerment
THE WORK, MADE TANGIBLE
Deliverables
- Report deck with full journey map
- Share out with recommendations to cross-functional collaborators
- Journey map in Figma prototype with short video clips of customers
06 / REFLECTION
Study Retro
Conduct more in-depth screening to prevent low-quality interviews
Launch jobs-to-be-done after interviews to assess opportunity for all needs
Engage upper level leadership in planning