Momentum Financial Wellness Quiz

Project Overview

The Momentum Financial Wellness Checkup was developed to boost engagement with workplace financial services and optimize the conversion funnel, ultimately increasing Assets Under Management (AUM). This interactive financial wellness quiz targeted high-intent users and matched them with tailored financial planning services. As the Lead Product Designer, I led UX research, journey optimization, and the design strategy to create an intuitive, high-converting financial wellness experience.

Tools: Figma, Adobe XD, Miro, Google Analytics
Methods: User Research, Journey Mapping, A/B Testing, Conversion Optimization

Solution

We designed a streamlined, personalized financial wellness quiz embedded with employer branding to foster trust and drive engagement. The experience funneled high-asset users through a tailored path—from quiz to call center to financial planner—while cutting drop-off rates and improving conversion quality.

Discovery & Research

User Research
We conducted qualitative interviews to identify and understand our primary audience—employees with high investable assets—allowing us to focus the experience on high-value leads rather than the general population.

Competitive Analysis
Analyzed competitor financial tools to assess engagement tactics and identify UX gaps. Our research revealed that personalized, concise tools outperformed longer, generic experiences.

Key Insights

  • Users responded well to personalized insights delivered upfront.

  • Long, complex flows led to high abandonment rates.

  • Trust in employer-sponsored tools boosted engagement.

Concepts

Users Flows & Low Fidelity Wireframes
We began with low-fidelity wireframes focused on a short, frictionless quiz. The journey followed this structure:

  1. Take the financial wellness quiz

  2. Vetting through call center

  3. High-asset users ($250K+) routed directly to financial planners

This structure reduced friction and ensured only qualified, high-intent leads reached advisors. I created three distinct exploratory user flows and corresponding low-fidelity wireframes to support this project’s early design phase: Exploration A, Exploration B and Exploration C, and Mobile Exploration.

Exploration A 
Exploration C

UI Design

Design Strategy

  • Simplicity: Clean, modern UI emphasized clarity and minimized distractions

  • Personalization: Quiz results were customized for relevance

  • Trust-building: Co-branding with employers like Ford, Boeing, and Duke Energy increased credibility

Accessibility Considerations

  • WCAG-compliant color contrast

  • Mobile-first design

  • Simplified language for readability

Desktop Landing Page  
Example Assessment Page
Exploration B 
Exploration Mobile 
Co-Branded Result Page

Impacts & Reflections

Results

  • 10% quiz completion rate—a strong signal of user interest

  • 1% of quiz-takers entered the call center funnel, and 50% of those engaged with a planner

  • $4M in new AUM, averaging $266K per conversion

Challenges

  • Financial planning can feel intimidating—keeping users engaged was key

  • Balancing personalization with ease-of-use required iterative fine-tuning

  • Alignment with employer partners was critical but logistically complex

Lessons Learned

  • Personalized insights drive action

  • Reducing user friction increases conversion rates

  • Employer endorsement significantly boosts adoption

Next Steps

  • Deepen personalization using behavioral analytics

  • Expand to more Fortune 500 companies

  • Experiment with incentives for quiz completion.