Revenue · Rollover Conversion
Tripled rollover conversion by turning a confusing decision into a confident one.
3x
Rollover conversion
+2%
Retention
01
Executive summary
A targeted experience for rollover tripled conversion and boosted retention by over 2% — a simplified journey with clear information about retirement account options and available actions.
02
Business context
Customers moving retirement assets faced a complex, high-stakes choice with unclear options. We needed to help our customers make an informed decision about their 401(k) so they felt more confident — and build trust with them for a lifetime of engagement with our company. Friction here meant lost assets under management and lost long-term relationships.
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
Clarity over completeness
Prioritized the few facts customers needed to act, instead of surfacing every option at once.
Design for confidence, not just speed
Measured success by confidence and retention as well as conversion, so the journey didn't win short-term at the cost of trust.
05
Approach
- 1. Mapped the end-to-end rollover journey to find where customers stalled
- 2. Simplified account options into clear, comparable choices
- 3. Made next actions explicit at every step
06
Results
- ✓ Conversion tripled
- ✓ Retention increased by over 2%
- ✓ Improved confidence, speed and revenue
07
Selected visuals
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