TIAA: On Track
TIAA participants want to get on track, but don’t always know how. We built an interactive educational experience that provides contextual references for how they’re currently saving and help orient them to the building blocks of a secure retirement future.
Services: UX Design, UI Design, Illustration
The Task at Hand
Americans are asking a lot of questions about retirement and how they’re really doing. We set out to create an experience that not only anticipates those questions, but offers jargon-free explanations — with an emphasis on what they can do, today, to improve their outlook.
UX Challenges
Built around a complex, third-party API, we needed to balance engagement and effort with value offered.
We needed to create an experience that could benefit existing customers and new users alike, so couldn’t rely on the data personalization you’d expect from a logged-in experience.
Timing! We created, tested, built, and iterated upon the experience in a six-week time-frame to coincide with a major corporate event. The results were so compelling, we only required minor tweaks following launch and used the experience to create tools for our logged-in users.
UX Solutions
The best way to demonstrate credibility isn’t to tell a story, but to show it — through guidance, communication, empathy and an easy-to-use experience. With the help of our CX partners, we conducted an unmoderated test on usertesting.com, surveying 15 users. And the results? In a few words… easy, clean, intuitive, helpful, fast, and clear.
We compared the QX score for this experience with TIAA’s existing digital advice experience. The data shows marked improvements in usability and appearance, and an overall lift across all measured categories from 3.93 out of 5 to a 4.75.
Highlights
The experience had over 400,000 visits the year it was launched. This resulted in a 20% increase in the number of scheduled advice sessions with TIAA advisors as well as a 14% increase in new IRA account openings.
Featured in NY Times and on Good Morning America by company CEO Thasunda Brown Duckett.
User Feedback
“I just feel like you guys took something that seems really, really complicated. And you broke it down in layman’s terms. You made it less intimidating to kind of go through and plug through the options and you made it accessible for lots of people.”
“I thought it was, honestly, one of the easiest web sites I have ever tested. It was very, very intuitive, very easy, very straightforward. The graphics were helpful. I mean, I’ve tested a lot of websites, and I honestly like this one the most because it made sense and it's something that I would look into in the future.”
Custom illustration and micro animation
Team
UX Lead - Clair Do
UX/UI Designer - Sean Kinberger
UX/UI Designer - Ivonne Escobar
Content Strategy Lead - Will Hazel
Content Strategist - Allie Leweke
Developer - Orestes Garcia Martinez
Developer - John Merced