Stash Goals

Overview

Today, Stash positions itself as a financial planner in your pocket, yet doesn’t provide the best contextual advice and financial planning. We make it easy for customers to create accounts, but we do not consider any financial plans someone may have that would give added purpose around the “why” to investing and their Stash accounts.

We want to bring added purpose and intent to why customers have money on our platform by allowing them to set financial goals and to receive recommendations on how Stash portfolios can help them toward reaching their financial goals.

Research/User problems

Design thinking revealed that these issues weren’t related to a single experience but to the sight as a whole

Stakeholder interviews

End-to-end systems analysis of goals process identifying pain points

User interviews

Usability studies with a focus on content.

Findings

Users struggle to find investing recommendations and expect more guidance from Stash.

Investing recommendations don’t feel personalized to users’ investing needs.

Largely autonomous product lines, as opposed to complementary pieces of a product suite.

Users aren’t able to track progress towards financial goals in the app today and investing milestones aren’t personalized.

We say we help with financial planning/advice, but we don’t do so contextually and this disappoints users.

Hypothesis & outcomes

After a user research and a holistic view of the overall user experience, especially as regards user pain points, the team decided to provide customers with further contextual guidance and advice around investing, and putting into place an actionable plan based on that guidance.

The goal is to build intent-driven engagement and trust, and align with what our customers expect from Stash, thereby keeping our customer base and drawing new customers to the platform.