Summary
After finding success launching a guided retirement planner for financial advisors, the product team set sights on a new audience: self-service retirement planning. This new audience brought challenges, as we needed to adapt a product meant for experts to one that novices would be able to navigate and understand. After simplifying the onboarding wizard, we saw a 44% increase in conversion for this step of the planning process.
Key Insights
Use defaults to bridge the knowledge gap for new users
Users were overwhelmed by the amount of customization during onboarding. Across our users, we pre-filled information based on reasonable default behavior.
Build trust before asking for investments
Users were deterred from investing their time and energy into learning our product because they didn't understand what the end goal was. We let users see the projections and calculations we came up before offering a call-to-action to invest the time to personalize their experience.
