T. Rowe Price had a current 529 digital experience, but it needed to be upgraded. It was out of date and didn’t provide the most efficient way to move through the experience, with the user in mind.

I was given the task of reimagining this experience…and I just happened to be the target audience—a mother of two who had just gone through setting up my boys with 529 plans.

The goal was, to keep it simple, keep it clean and reduce redundant information or stages of the experience. We wanted to keep it engaging and fresh and to integrate some of the resources and engagement efforts that already existed on the website.

Check out the work—and my thought process.

Have you ever left a company you had a 401(k) Plan with and either been in between jobs longer than you’d thought or your next job opportunity didn’t provide a 401(k) plan? The chances are, if you have, that experience was probably less than ideal. You have no idea what to do with that 401(k) money. You know you won’t lose it if you just let it sit there (if your former company allows you to do that), but somebody told you that you’d better move it into an IRA so that you can contribute to it, otherwise you’ll lose the financial momentum you had been building. You’d be just as happy to let it sit there an collect dust rather than try to figure out what to do with it. What is an IRA anyway? And do you really want to get sucked into some drawn-out financial obligation with yet another institution? Well, that is just what we set out to do, clean up this process and make it a whole lot simpler (and less painful).

Our objective was to allow current customers who have a 401(k) Workplace plan through T. Rowe, through their former employer, to convert the account to an IRA. We wanted to create an “easy button” approach to letting them move through the experience in an almost automated way allowing them to simply convert based on similar funds providing a “match” that would require their approval rather than advising them on all of the options available. We created “off-ramps” for the more savvy investor who wanted to have a more hands-on approach, but we wanted to keep the larger audience in mind that simply wanted to get their money working for them again in an account that they could easily set up on a lunch break. We wanted to create an experience that was as simple to do on a mobile device, if not easier, than on desktop.

That was the task at hand, and here’s how we did it. Check out the planning process that went along with it. That was a lot of post-its and sharpie sketching…

Millennial Toolkit Email
We split Millennials into 2 groups, Younger and Older Millenials and then tailored our communication to each group more specifically. Here is how the email presented both on desktop and mobile.

Educator Endorsement Email

Interactive Tool Demo - Email

"Fall Back" Email

Tax Time Email

Veterans Day Email

Presidents Day Email

Post Holiday Email

"Power In Pink" Email
(Men's & Women's layout)

Women's "Essential 8" Email

Co-gender Outerwear Technology Email

Cold Gear Infrared Hunt Email

TLC's "Long Island Medium" digital campaign

TLC's "The Little Couple" social elements

Sweepstakes Webpage designs

Microsite & Banner campaign

Art Direction/Design for direct mail & digital campaign for State Federal Credit Union. The desired message being that "unlike all those other banks, we offer real benefits."