Product Design, Branding, 2025

Rollover

The hardest part of rolling over a 401(k) is taking the first step. By uncovering why people postpone rollovers, I designed a digital experience that builds confidence with clear guidance, timely education, and thoughtful simplicity.

PROBLEM

Over $1.65 tn is sitting in old 401(k)s. How might we overcome the behavioral barriers that prevent people from rolling over their old retirement accounts even when it's in their best financial interest?

SOLUTION

Designed an end-to-end rollover experience that reduces perceived effort, builds trust through education, and helps users organize their retirement savings in one place.

MY ROLE

  • Concept ideation

  • Qualitative Research

  • Insights/Synthesis

  • Design iteration

  • User testing

RESEARCH

RESEARCH OVERVIEW

90 min, in-context user interviews with:

  • 5 analogous and industry experts including a financial advisor, Noom health coach, and a crisis negotiator

  • 9 users who have rolled over their 401(k)

  • 12 unengaged non-rollers in San Francisco

  • 19 users who have more than 3+ retirement accounts

RESEARCH GOAL

  • Understand how people manage, evaluate, and make decisions about their retirement accounts to uncover the barriers and motivations behind consolidating their savings.

KEY LEARNINGS & INSIGHTS

  1. WITHOUT PROOF OF A TANGIBLE BENEFIT TO ROLLING, 401(K)S ARE BEST LEFT FORGOTTEN.

  1. THE NEWER SOMETHING FEELS, THE MORE PERCEIVED WORK AND FEAR IT ELICITS.

  1. A GOAL WITHOUT A PLAN IS A FANTASY AND THAT PLAN BEGINS WITH GETTING ONE'S ACCOUNTS ORGANIZED.

  1. A PERSONALIZED AND STAGGERED EDUCATIONAL EXPERIENCE FEELS QUICK AND EASY.

  1. MULTIPLE 401(K)S ACROSS PROVIDERS ARE BOTH A MOTIVATOR AND A BARRIER, BUT THE MONEY WILL ROLL TO WHERE IT'S THE SAFEST.

FINAL DESIGN WALKTHROUGH