Overview


Employees had access to trusted financial planners through their workplace—but almost no one was taking advantage.

The journey felt vague, the value unclear, and the process riddled with friction. We set out to close the gap between “I should think about my finances” and “I just booked a call with a planner.”

I led the product vision and end-to-end experience design—from uncovering user needs to optimizing the flow that moved high-intent users into meaningful financial conversations. This meant partnering across engineering, marketing, and the call center to bring a seamless funnel to life.

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

The Goal

Drive real financial engagement and real AUM. (Assets Under Management)

We set out to:

  • Boost user engagement with the Momentum wellness tool

  • Connect qualified users with financial planners

  • Increase Assets Under Management (AUM) through a smarter, faster funnel

What We Learned

Money is personal. The journey should be too.


Through qualitative research, we identified a high-opportunity segment: financially stable employees who were unsure where to start.

What mattered most:

  • Quick value upfront

  • Personalized insights (not generic advice)

  • Clear next steps—and minimal friction getting there

  • Trust, often tied directly to the employer brand

Concepts

Prospect Landing Page (Desktop)

Front Door Marketing/ConfirmID Concepts

Mobile Nav Concepts

The Design

Desktop

We designed a short, conversational checkup that helped users self-identify their financial needs—a quiz that felt more like a friendly conversation. The experience was simple, smart, and reassuring, with every detail crafted to build clarity, trust, and momentum:

  • Quiz: Engaging, jargon-free questions

  • Results: Instant feedback with clear action cues

  • Planner Match: Qualified users ($250K+ AUM) routed directly to a financial advisor

  • Vetting: Warm handoff to a call center for high-AUM users

  • UI Design: Focused on clarity, credibility, and ease

  • Accessibility: Designed mobile-first and inclusive for all users

  • Employer Co-Branding: Trusted partners like Boeing and Ford boosted user confidence

  • Conversion Strategy: Strong CTA moments guided users forward

  • Optimization: A/B tested copy and layout to reduce drop-off and increase opt-ins

Mobile

The Impact

From quiz to planner—no wasted clicks.

  • 10% quiz completion rate

  • 1% of completers routed to call center

  • 50% of those connected with a planner

  • $4M in new Assets Under Management

  • 20% increase in workplace conversions in just 2 quarters

Reflections

Friction kills momentum. Personalization fuels it.

  • Users act when they understand what’s at stake

  • The right copy, timing, and handoff makes or breaks conversion

  • Employer trust is a powerful (and underused) UX lever

Next, the focus shifted towards expanding employer partnerships, tailoring insights based on behavioral data, and testing financial incentives to keep users engaged and moving forward.