Role
Design
Art Direction
Web Design
Motion Design
Illustration
Art Direction
Web Design
Motion Design
Illustration
Objective
Demystify taxes and empower both new and existing customers to understand the impact taxes can have on their investing, especially during times when market swings may leave them feeling powerless, while highlighting how Betterment handles the heavy lifting.
Approach
Feature product screens that demonstrate how easy Betterment’s tax tools are to use with simple on/off toggles, alongside conceptual illustrations that make complex tax ideas easier to understand. We also highlight real customer tax savings numbers to provide tangible proof of impact.
Illustration
I used an editorial illustration style and spot illustrations to make the tax topic more engaging. The exaggerated scale and metaphorical visual pairings help turn an otherwise technical subject into something more interesting and approachable. The illustrations vary in scale and symbolic choices, yet remain cohesive through consistent color choices and rendering style.
Social Posts
Tax stories can be tough to digest as long-form content, but they work great in small, bite-size formats like social posts. I created a set of social templates that educate audiences about tax and investing using big, bold, intriguing headlines, compelling stats, and spot illustrations, making it easy to slip tax messages into Betterment’s broader social content.
Result
In its first 30 days, the Tax Savings page drew about 5,000 unique visitors, driven by the social posts. Around 80% scrolled past the hero section, about 20% higher than the site-wide average scroll rate, and 40% reached the end of the page, signaling strong engagement.
Team
Copywriter: Cory Tallman
Product Designer: Allison Patacsil