Betterment Website

I led brand design on Betterment’s Growth squad, helping define and art direct the website experience, which included ongoing iterations to ensure the homepage reflects the shifting economic environment and tests new messaging. During especially volatile market periods, when customers’ investing habits were changing, we refreshed the homepage to highlight the breadth of our products.

Role

Design
Art Direction
Web Design
Motion Design
Illustration

Objective

Optimize the homepage to increase conversion rates by keeping visitors engaged long enough to encourage them to sign up.

Approach

We focused on elevating the entire page to better capture attention and clearly convey the key benefits—optionality, automation, and ease of use.

Optionality

With the market feeling unpredictable, people want investing options that fit their goals and comfort levels. I used playful animations to break down each option and paired them with real product screens to show the potential financial upsides.

Automation

Through design, I distilled Betterment’s automation tools into clear stages of the investing journey, blending hypothetical charts with real product screens in a seamless animation that makes complex information more digestible.

Ease of Use

Real customer quotes help convey the ease of Betterment’s financial products. Bold pull quotes paired with product visuals show the benefits show the benefits in action, while smaller quotes reinforce the volume of positive reviews.

Result

We achieved a 4%–28% increase in completed initial funding, a statistically significant improvement. Presenting a broader variety of product offerings gave prospective clients more confidence in Betterment, leading to higher sign-ups and funding.

Team

Copywriter: Cory Tallman
Product Designer: Kipaya Kapiga