Role
Design
Art Direction
Web Design
Motion Design
Illustration
Art Direction
Web Design
Motion Design
Illustration
Objective
Improve the conversion rate of our retirement product pages by showcasing three critical stories that drive IRA deposits: our retirement planning narrative, our reason to roll over, and our IRA offerings.
Approach
Our research revealed that many prospects lacked a clear understanding of retirement and needed more education. We created content-rich pages tailored to user intent: IRA, Roth IRA, and Rollover pages provided detailed explanations and persuasive charts for high-intent prospects, while the Retirement Planning page used lighter, aspirational design and visuals to engage those still exploring.
From Questions to Clarity
Capitalizing on the frequently asked questions people have about retirement planning—often driven by the uncertainty of saving for their future selves—we use these questions to frame how Betterment leverages technology and automation to make building wealth for retirement easier and more accessible.
Simplifying the Complex
IRAs can be confusing for customers new to investing, so I created a set of simplified icons that clarify the key difference between each type: when the taxes happen—on contribution or withdrawal. The result is a quick, visually intuitive way to understand each option at a glance.
Result
These retirement pages performed among the highest-converting on the site. All product-specific pages ranked in the top ten of all pages on the Betterment site by visit-to-account-opened rate, while the Retirement Planning page landed just outside this group, due to its focus on browsing prospects.
Team
Copywriter: Cory Tallman
Product Designer: Kipaya Kapiga