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
Mapping out the workflow
Final workflow wireframes
IRA transfer flow
Marketing site landing page sketches
Final design for marketing site landing page
Mobile