Timeline
3 months
The goal was to help Robinhood rapidly launch and learn from new incentive experiments, while making every offer feel simple, trustworthy, and consistent.
Timeline
3 months
Role
UX/UI Design
UX Research
Background
I joined Robinhood's Growth Incentives team, where the work doesn't look like a roadmap. Instead of one large feature over several months, I designed across a continuous stream of experiments: helping customers fund their accounts, transfer assets in, and find more of what the platform already offered them.
Each experiment tested a different hypothesis, audience, or reward structure. As one moved toward launch, the next was already in exploration.
Problem
An offer sounds simple on paper. Get a match on your transfer. The experience behind it never is.
Every experiment arrived with its own combination of eligibility rules, personalized rates, deadlines, holding requirements, reward math, legal disclosures, and product surfaces. All of it had to be understandable — without turning a promotion into a contract.
And the team had to keep moving. Designing each promotion from scratch would have slowed the pipeline to the speed of its slowest reviewer, and left customers with four different ways of being told the same thing.
Objective
Design a flexible incentive experience that could:
Launch and learn from experiments more quickly
Explain complicated promotional mechanics clearly
Build trust around eligibility, rewards, and deadlines
Reuse familiar patterns across different offers and surfaces
Support growth goals for funded accounts, deposits, and asset transfers
Once the foundation was in place, I could apply the same thinking to very different offers without making any of them feel generic.
Helping customers notice an offer without making it feel like an ad
Entry points appeared across several parts of the app. Each had to earn attention while still behaving like part of the product.
I explored how much a customer needs at the point of discovery, what value to lead with, and when it's better to let the education screen do the explaining.
Two programs ran at once for part of the quarter, which turned into a genuine design question rather than a scheduling one: when someone is eligible for two offers, which one gets the card? We resolved it by ranking entry points by where the customer was in their journey, before linking a bank, one offer leads; after, the other does, so the app never argued with itself.
Giving people enough context to confidently opt in
Several experiments required customers to actively acknowledge the promotion before participating.
The education experience had to carry the value of the offer, the action required, the dates that mattered, and what could take the reward away, all before the opt-in. I used progressive disclosure to keep the primary screen approachable while keeping the full terms one tap away rather than one search away.
The personalized crypto experiment is the clearest example. It introduced an explicit opt-in alongside personalized match rates, specifically so that reward and clawback mechanics were acknowledged rather than assumed. The opt-in wasn't a friction we chose. It was a legal requirement, and the design work was making a required checkpoint feel like a fair one.
Supporting very different experiments without losing consistency
The final experiences spanned a wide range of actions, onboarding, linking an account, depositing cash, transferring investments, moving crypto.
Rather than presenting each program as its own case study, here's a selection showing how the same principles adapted across all four.
The real outcome wasn’t one final feature. It was creating a faster and more consistent way to keep experimenting.
Outcomes
Over three months I designed across four major incentive programs, worked with more than six partner disciplines, and supported experiences distributed across at least five customer-facing surfaces.
The work contributed to programs operating at significant scale, with prior versions generating eight- and nine-figure deposit impact. My work helped the team build on those learnings and continue exploring personalization, conversion, deposit growth, and payback.
Beyond any single promotion, I left behind reusable patterns that made the next experiment easier to design, easier to understand, and more consistent with everything around it.
The bigger outcome wasn't a feature. It was a faster, steadier way to keep experimenting.
PORTFOLIO
Medal TV
Medal TV
Medal TV
Product Update
Desktop & Mobile
Consumer Facing
Andela
Andela
Andela
Redesign
Desktop
B2B SaaS & Internal tools
HAVE A PROJECT
IN MIND ?