company
Who are our power customers and how do they perceive our brand, products, and community?
Power Trader Pivot
Problem: company pivoted to focus on power customers but didn't know them
Project collaborators
Stakeholders: founders, chief product officer, head of product marketing, legal, designers, biz ops, finance
01 / QUESTIONS
Questions
product
What core unmet needs exist for the top 1% power traders?
design
How will the most active customers react to our newest designs and features?
02 / APPROACH
Sample & Methods
SAMPLE
Robinhood top 1% power customers
6 focus groups (n=25)
Advanced in-person screening
Traveled from across the U.S. to NY/SF
Methods
All-day focus group research across product, brand, and community
Live-streaming & breakout rooms
Co-creation; prototype, concept, & value prop testing
03 / ANALYSIS
Analysis
Analysis
Robinhood top 10% power customers
Ranked top 5 of 15 power tools
Found slight differences across equity and options traders
Methods
MaxxDiff survey with the top 15 tools for advanced traders
Reported preference share, utility score, and TURF analysis
04 / IMPACT
Impact & Deliverables
Impact
Received $1.8 million to 10x and scale customer-focused conference
Drove shift in product and market focus towards power trader core needs
Partnered with community team to build Customer Advisory Team
THE WORK, MADE TANGIBLE
Deliverables
- Report "5 Myths of Power Customers"
- Concept test recommendations to design and community teams
- Value props report to product marketing to shape language
Five Myths of Power Customers
Who are they?
What do they want?
How do they trade?
Why do they connect?
What do they think of us?
05 / REFLECTION
Study Retro
Engage with legal and compliance early in the process
Include more low-fidelity, early concept for upcoming work
Choose more central location to better manage travel