GrowForth
Transformed a dense financial wellness platform into one that improved financial outcomes.
What is GrowForth?
GrowForth is a guided financial wellness experience for participants of a Nationwide-serviced retirement plan. Its main goal is to help users form meaningful financial habits through various interactive modules.
What was the problem?
Initially, GrowForth was a monotonous, text-heavy experience that was dominated by long-form articles. The platform lacked personalization, engagement, and had little impact on improving financial wellness.
What did I do?
I was the lead UX content strategist / content designer on this project. I took charge on rebuilding each part of this experience to be conversational, concise, and positioned to guide people toward a better financial future.
This was on top of the nuts-and-bolts UX writing, including synthesizing ongoing research and managing interface copy.
What was the outcome?
Reworking the content gave us positive results. We launched our new version of GrowForth to 5,000+ users across 6 states. We exceeded set metrics for re-engagement and improved financial wellness.
GrowForth dashboard
GrowForth Dashboard: For the homepage of our experience, I oversaw the structure of this page, weeding out unnecessary pages and separating interactive habits from the tools and resources.
Habit experience: Review your monthly spending
Habit intro: I created a simple onboarding flow that set clear expectations for each habit, starting with this intro screen.
Habit interaction: I structured the core experience for first-time users (first screen) and repeat users (second screen).
For first-time users, I held their hand, providing clear, concise direction on how the habit worked.
For revisiting users, I minimized the instructions and opted for a bar highlighting their financial progress, keeping users continually engaged in forming the habit.
Clicking on screen images will open a PDF version in a new tab.
Habit started
Habit in progress
Email reminders
To stay on top of their habits, users could set up an individual email reminders. I wrote and designed this flow to ensure users would only receive a reminder when they were truly ready to work on a habit.
