Overview

This project was an end-to-end revamp of the experience of transferring retirement accounts to Betterment. The old process was an amalgamation of a number of small projects, resulting in a disjointed experience with unclear messaging that resulted in many anxious calls from clients to the Customer Experience team. 

As lead designer, I worked on all aspects of this project. I conducted the initial user research; designed, usability tested, and iterated on the product feature; collaborated with Product and Engineering through development.

Project Goals

• Understand how clients think about transferring funds between accounts and what their concerns about initiating a transfer could be.

• Make the experience consistent with the rest of the app and introduce more guidance to improve rollover conversion.

• Streamline the user experience, hiding the complexity of the transaction behind an intuitive, simple interface creating a straightforward process for initiating a rollover.

Process

I began this process by creating a journey map of all ways that a customer could possibly initiate a rollover in the current framework, each type of rollover, the flow, and all follow up communications. This helped to understand the scope of the problem, get all stakeholders on the same page, and surface all potential outcomes. 

In order to add clarity to the beginning of the rollover process, I removed the nested dropdown, created a more straightforward selection, and tried to use plain language wherever possible to make the customer feel more comfortable.