THE PROBLEM

Teens currently don’t have 
a teen-first approach to investing in the stock market. What would investing look like at Copper?

We have over 400,000 users on the investing waitlist. We have awarded over $450,000 worth of free stocks. But we don’t have a product for teens to learn investing. Other competitors in the industry have or are starting to get into investing and cryptocurrency.

9 months

THE GOALS

What does success look like?

Build an MVP investing feature that will enable teens to invest in the stock market. Investing will be used as a cornerstone of our new subscription model.

LAUNCH

We have a small launch window,
so this has to be 
a simple, easy
to 
use experience

Everyone meet Henry!

About Henry

  • 16 years old

  • High school student

  • Plays baseball, tennis, and skis

  • Doesn’t have any investing experience, 
but wants to learn more about stocks

Henry is new to investing and has zero experience trading

Henry Doesn’t trust social media to validate ideas

400K teens

CONVERT INVESTING TEENS

We have an extensive amount
of users waiting to jump into investing

We want 75% of our new users
to convert from investing to banking users.

THE RESEARCH

  • Never invested & not sure where to start

  • Needs investing education

  • Doesn’t have an investing plan

  • Want’s to build confident

Why Copper Banking?

“I am new to investing. I’ve used my parents Robinhood account to try to understand investing. I tend to make impulse decisions when I buy and sell my stocks. I usually rely on my emotions when selling a stock. I just don't want to lose any money, but I am also not making money either. Maybe it's not for me.”

THE RESEARCH

Teens use social media to gain ideas on what to invest, but can see through the deception. They wouldn’t consider social media as means of validating a trading decision.

Maintain the teen-first approach to investing

THE RESEARCH

Henry needs parental approval
for investing

All our direct competitors require parental approvals for all trades. This can be troublesome. What if a parent doesn’t approve a sell until a week later and the teen loses out on potential earnings.

Design principles

We need to ensure teens have the confidence and ability to make all investment decisions.

Henry invests in companies
he knows

Teens lack the experience needed to invest. They would rather investing in companies they know. A teen is more likely to invest in Nike because they just bought Nike shoes at the store.

75%+

CONVERT TO BANKING CUSTOMERS

Use language that teens and parents can understand

We need to articulate what the investing experience is and how a teen can level up their investing knowledge.

Education- first approach to investing

How might we give teens the proper education to build their confidence levels to make successful investment trading decisions?

Engaging & research approach to investing

How might we provide research and trading for teens to make successful stock trading decisions?

Value prop

VALUE ADD FOR SUBSCRIPTIONS

We will determine value add by how many users we convert to investing and banking users

ONBOARDING TEEN INTO INVESTING

Henry doesn’t understand the importance of risk

Teens don’t understand risk because they’ve never experience risk. Teens haven’t made any significant purchases like a house, college loans, or new car.

Focus on personalizing the teen investing experience

We need to leverage personal interests and values when providing teens with investments.

OPPORTUNITY & IDEATION

Henry’s key opportunities

Confidence = smart decisions = growing wealth

How might we boost teen confidence, so that they can make sound investment decisions?

OPPORTUNITY & IDEATION

Ideation led to 6 concepts, here are a few to read through

Imagine a tool that provides you with easy to digest resources to help you understand investing, while giving you the confidence to do it on your own.

Investing plan

Imagine a tool where you can build an investing plan that will align to your needs and goals.

DESIGN REFINEMENT

Cage matching concepts

Portfolio builder was top choice amongst the teens

I sent a survey out to 50 participants ages 13-24 and the Portfolio Builder won 98% of participants. Additional features that resonated with teens were around providing education and earning rewards and cash.

Community

Imagine a tool that will easily take you from n00b to successful investor in blue chip stocks (IBM, Amazon, Google, etc)!

Robo-advised trading won over Individual stock trading

At the beginning of this project, the CEO put a lot of pressure on the team to build an individual stock trading product. After research and testings we saw that teens needed a hands-off approach to start.

Henry doesn’t understand the importance of risk

Education & rewards

Share new direction with CEO
& CTO

Prepare research and documents to propose new strategy for investing. Incorporate vision for next iterations to include building portfolios and possibly individual stock trading.

Split & delegate design work between designers

I took on the investing experience for teens while the UI designer designed the experience for parents. We had daily design stand-ups followed by weekly design critiques and reviews.

Portfolio builder

Imagine a tool that allow you to build a portfolio based on your personal interests and goals.

DESIGN EXPLORATION

Teens won’t have to wait for their parents permission

We found a way to bypass the need to ask for parental consent or permission to buy and sell teen investments. This is a huge win for Copper.

PRODUCT STRATEGY

Prioritize what to do next

Collaborate with marketing to build go-to market strategy

Connect with marketing to define what this means for Copper’s mission and vision for investing. Including, how we advertise investing and continue to build the hype on the investing waitlist.

Teens still asked “where do I buy stocks?”

DESIGN EXPLORATION

FINAL DESIGN

Henry loves the hands-off approach to investing. Education will boost his confidence.

Educate early on

In order for teens to understand that they are getting a diversified portfolio, we tell this this upfront.

Educate both parent and teens

We don’t only educate our teens. We added tips for parents too. We want to build their trust early on in the process.

How might we provide the right guidances for teens to know when to make successful stock trading decisions?

Educate engineering on the plan and approach

Bringing on engineers during the ideation phase allowed us to collaborate on product feasibility.
I reviewed the plan with engineers to talk through data collection and implementation requirements.

We noticed in some of our user tests that teens no matter their experience asked me where they could by individual stocks, even after they were given a portfolio. This was mainly backlash from our investing waitlist.

Teens didn’t ask about their free stock

Not a single teen asked what happened to their stock reward that they received after signing up for the 
investing waitlist. They were more concerned about the overall experience.

7 months

Add investing tips

We want to continue to educate and be clear to teens through their investing journey.

TEEN INVESTING EXPERIENCE

THE RESULTS

Business impact

0-1 PRODUCT LAUNCH DURATION

PARENT INVESTING EXPERIENCE

450K teens

CONVERTED INVESTING TEENS

As of July, we’ve had 50K more users added to the investing waitlist

87%

CONVERTED TO BANKING
ACCOUNTS

Value prop

VALUE ADD FOR SUBSCRIPTIONS

We came up with something our competitors aren’t doing. Building trust within our parents.