Robinhood Retirement,
Introducing a Gold membership to earn a higher IRA match.
Role
Context & ask
Solution
In collaboration with product designers and product managers we identified the critical instances where users needed to know about Robinhood Gold with a Retirement account and where we needed to prompt them to enroll into Gold.
To prevent a design conflict between the two brands, we relied on a system made up of a hero illustration with a subtle gold color application, a gold label and a gold shimmer that appears on specific moments.
Users enrolled in Robinhood Gold without an IRA account see a card on the homescreen with information about the offer. Tapping on the card takes them to the Retirement tab where they are presented animated value propositions and a button to begin the enrolling flow.
Users enrolled in Robinhood Gold with an IRA account see a gold label which reminds them of the 3% match available when contributing to their account.
3
Users enrolled in Robinhood Gold with an unfunded IRA account see a bottom sheet with a prompt to add funds to their accounts.
4
Users opening an IRA with Robinhood Gold for the first time, embark on an onboarding flow in which they can choose their match rate. If they choose 3% and add funds into their accounts they see a celebratory animation at the end with the gold shimmer.
