Some customers also perceived our native applications as more "casual" and "passive", so we needed to gain their trust and confidence with a more robust web presence that empowered them.
The executive team tasked me with building out a web experience that could rival the legacy iOS and Android applications, serve as a way for us to mature our design language, and give us freedom to explore new concepts for our brokerage and retirement accounts.
We conducted interviews with executives, customer service, engineering, and product teams to better understand why we were building it, who it was for, and what types of features they thought our customers needed.
I lead an abbreviated design sprint with my squad. We set a challenge to create a best-in-class web application that builds trust and confidence for our customers. We identified our core customers, mapped out user journeys, and brainstormed ideas on what our customers would want and need.
We then crafted a roadmap full of features that had the highest potential impact with the lowest lift on engineering and design.
We rapidly built, tested, and iterated on buying/selling investments, money movement, Auto-Stash (automatic investing), Smart-Save (automatic savings based on spending), browsing/searching for investments, and general account management features.
Three months with my squad went by fast. I am very proud of the work that we accomplished in the time we had together. Visit the Stash® web experience to explore.
Overall, the web application customers were shown to have lower churn rates on our core features. The web application customers were also shown to own greater than 10 investments, whereas the native application customer owned eight investments on average. We also increased our weekly active users by over 150% in under a month.