Brief: TIAA-Cref launched a new self-directed IRA investment product, enhancing account management and trading experiences with improved asset allocation capabilities and a broader investment menu to attract a wider retail retirement market.
Problems:
- Restricted data infrastructure limited integration across multiple databases.
- The company was undergoing a rebrand, requiring new components for secure pages to align with existing public-facing elements.
Solution:
- Completed Phase 1 of 3 by enhancing trading capabilities, allowing users to add brokerage investments to their IRA, resulting in a 55% increase in account openings.
- Developed a user-friendly, self-directed trading experience with a shopping cart interface using newly rebranded UI components.
- Integrated additional investment capabilities for users.
Process:
- Agile: Organized into six workstreams, with a UX lead for each. I led the investing and account management workstreams.
- User Flow Analysis: Evaluated user flows for both new and existing IRA customers to identify pain points and created journey maps to illustrate user emotions throughout the investing process.
- Wireframing: Developed various design solutions to help users access necessary information.
- Usability Testing: Conducted formal and informal usability tests using clickable prototypes in Axure and online card-sorting tools.
- Design: Incorporated user feedback to finalize designs for three breakpoints, using rebranded UI components added to the company style guide.
