TIAA

Digital IRA opening

ABOUT THIS PROJECT

The process to open a IRA digitally had become slow, confusing, repetitive and glitchy, frustrating TIAA participants and potential clients. We streamlined the experience end-to-end by simplifying decision-making for users, reducing the number of clicks and pages, and creating clear content and intuitive design for easy navigation.

MY ROLES

  • Design lead & strategist

  • High-fidelity prototyping

  • Cross-functional collaboration

  • Agile design thinking

Before & After

The results

BEFORE

AFTER

6 minutes to complete

2 minutes to complete

13 pages / 31 clicks to complete

4 pages / 9 clicks to complete

11 percent complete in same session

93 percent complete in same session

37 percent completion rate

64 percent completion rate

20 percent lower completion rate
(mobile vs. web)

consistent completion rate
(mobile vs. web)

5 seconds for application
submission processing time

60 seconds for application submission processing time