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Growth · Crossover Accounts
A two-pronged experiment that lifted new account openings 15%.
+15%
New account openings
+75%
Account conversions
01
Executive summary
A two-pronged, innovative design experiment focused on streamlining new account creation, resulting in a 15% lift in new account openings and a 75% increase in account conversions.
02
Business context
Customers were getting caught between our employee workplace website and our retail website, unsure what each site offered and where to go. Our goal was to clarify those experiences and show customers new ways to grow their wealth.
03
My role & scope
- — Design executive sponsor; set the experience strategy
- — Spanned 2 enterprise product divisions
- — Partnered with Product, Marketing, Research, Content Strategy and Engineering
04
Key decisions
Run two bets in parallel
Tested two complementary hypotheses at once to learn faster and de-risk the investment.
Let data pick the winner
Committed upfront to the metrics that would decide what shipped.
05
Approach
- 1. Identified friction points in account creation
- 2. Designed and ran a two-pronged experiment
- 3. Scaled the winning patterns
06
Results
- ✓ 15% lift in new account openings
- ✓ 75% increase in account conversions
07
Selected visuals
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