Ellevest is on a mission to close the gender investing gap by creating a goal-based investment platform tailored for women. After an invitation-only beta, the firm decided to offer IRA transfers as its first new feature post-MVP with the goal of increasing clients' average account balances.

I was the lead designer on this project and conducted the initial user research; designed, usability tested, and iterated on the product feature; collaborated with Product and Engineering through development; designed and tested the marketing site page; and strategized the messaging plan with the Marketing team. IRA Transfers shipped in early 2017.

Strategic Planning, User Research, UX Design, Visual Design, Responsive Web