Tap and scroll on the iPhone mockup to view the experience
Low awareness existed for our newly launched Traditional IRA account.
Increase Traditional IRA account creations by promoting the product in a helpful manner.
We needed to produce a mechanism to drive Traditional IRA account creations that required no math and little engineering build. After brainstorming various ideas, we decided a minimalist calculator could do the trick.
In my writing process, I focused on the idea that “saving a little now could become a lot.” I felt this theme not only conveyed a fact but was digestible and something a user could envision.
In this project, I felt particularly challenged in creating the header “How much $$ could you have in 30 years?” I realized the header, not the body copy, needed to prompt the user. I decided to ask a question to create a personal connection with the user. “30 years” was something buried in legalese that I brought to the forefront.
Unfortunately, Twine shuttered before this experiment launched.