Stash
A investing app that lets users automatically save and invest through recurring Auto-Stash deposits.
Stash, an investing app built around recurring Auto-Stash deposits, tested showing the amount of each individual investment instead of only total portfolio value. 12% more users were still automatically saving 8 months later. The lesson: make users' individual contributions visible to sustain a recurring habit, and judge retention tests on long-run use of the core feature, not short-term results.
- Showed total portfolio value
- One aggregate number
- Showed amount in each holding
- Parts of the balance visible
12% more kept Auto-Stash on after 8 months
From Stash A/B test
What was said about Stash
Showing each investment's amount kept more users on Auto-Stash. Stash tested a design that displayed the amount in each individual investment instead of only the total portfolio value. 12% more users kept Auto-Stash running 8 months later.
The clearer view of each holding was meant to increase engagement with the Auto-Stash schedule, so users keep the automatic feature turned on. Seeing the parts of a balance may make progress feel more concrete than one aggregate number. The result was judged on whether the recurring feature was still active 8 months on, not on short-term clicks or opens, which shows whether a design change builds a lasting habit rather than a brief bump.
Version A and version B as Stash tested them.
Displaying individual investment amount: Stash's A/B test
Tested showing the amount of each individual investment instead of only total portfolio value. 12% more users kept Auto-Stash running 8 months later.
Showing each investment's amount kept more users on Auto-Stash. Stash tested a design that displayed the amount in each individual investment instead of only the total portfolio value. 12% more users kept Auto-Stash running 8 months later.
The clearer view of each holding was meant to increase engagement with the Auto-Stash schedule, so users keep the automatic feature turned on. Seeing the parts of a balance may make progress feel more concrete than one aggregate number. The result was judged on whether the recurring feature was still active 8 months on, not on short-term clicks or opens, which shows whether a design change builds a lasting habit rather than a brief bump.
Version A and version B as Stash tested them.
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