“Why aren’t users converting?”

GENAI | REDESIGN | UX | DIGITAL TRANSFORMATION | INFORMATION ARCHITECTURE | USER ENGAGEMENT | REMOTE WORKSHOP FACILITATION

How might we create a financial literacy website that engages both new and returning users, encouraging them to increase their retirement contributions?

Role.

Product Design Lead | AI Strategist | Workshop Facilitator

Challenge.

A financial literacy website, part of Capital Group’s B2B loyalty program, aimed to help employees of institutional clients increase their retirement contributions. Despite targeted email campaigns driving initial traffic, user engagement was low, with minimal exploration and interaction with the key calculator tool. The site was designed exclusively for new users, neglecting the needs of returning users, leading to poor retention and conversion rates.

Goals.

Increase user engagement and retention on the financial literacy website.

Optimize the site’s information architecture to cater to both new and returning users.

Boost the main call-to-action (CTA) of using the calculator to increase retirement contributions.

Complete the redesign within three months to meet the onboarding deadline of a new client with 70K employees.

Process.

  • Conducted a comprehensive website audit, analyzing backend data and frontend design.

    Mapped out the entire information architecture using Miro, identifying design inconsistencies and technical issues.

  • Discovered technical bugs affecting page load times and error messages.

    Realized the site was built under the assumption that all users were new, neglecting the needs of returning users.

  • Conducted a cross-industry research assessment to benchmark best practices in navigation structures.

    Proposed a new hub-and-spoke information architecture optimized for both new and returning users, ensuring better content flow without additional time costs.

    Developed personas, customer journey maps, and storyboards to align design criteria.

  • Created new prototyping card templates in Miro for both creative and non-creative team members.

    Used generative AI tools (ChatGPT, DALL-E, Adobe Firefly) to accelerate ideation and create aligned illustrations.

  • Partnered with UserInterviews.com to streamline user recruitment, freeing up the design team for prototyping.

  • Designed a rules-based calculator offering a hyper-customized user experience based on input.

    Focused on rapid, low-fidelity prototypes to gather feedback quickly and refine high-fidelity designs efficiently.

Results.

An AI-augmented end-to-end design process that positioned Capital as a leader in innovative consumer loyalty programs.

Timely Delivery. Successfully completed the redesign within the three-month timeframe, leveraging lean UX methods and generative AI.

Increased Engagement. Doubled user engagement rates for a $282 billion product line representing 40.5% of new sales.

Industry Recognition. Earned four industry awards, including 1st place in the "Promoting Employee Participation" category.

Cost Savings. Saved $125,000 by utilizing in-house designers for high-value work and outsourcing user recruitment, demonstrating the value of an AI-augmented design team.