OverviewBetterment is a smart, modern way to invest online. I joined the company in 2012 as the first product designer and spent the next 5 years designing, hiring and managing.
My Role
Over those 5 years, I designed, hired and grew amazing group of designers. I got to rebrand and rebuild the design system several times. I started and lead qualitative research for large-scale initiatives. I was able to spend time on craft, design processes, and strategy.
Project: Tax Year Max Out
Tax Year Max Out was one of my favorite projects. Understanding how much you should deposit to max out your IRAs before the end of the tax season is not always easy or something customers want to calculate. We designed an experience where we asked you a few questions, synced your accounts, and calculated how much should be deposited per account.
The project goal was to drive deposits to IRAs and minimize Customer Service requests around IRA contributions during tax season.
67% of customers went through the flow to max out their IRAs, resulting in $10.7M in deposits. Customer Service agents and FAQs directed customers to the flow, reducing call and email volume. 🎉
Rebrand
In 2017, we rebranded to have a more mature, bold, and confident look. We were asked to redesign and ship everything within 8 weeks and, additionally, make everything responsive. Not an easy feat, but we had an incredibly talented team and we delivered.
Design System
We partnered closely with engineering to re-think our design system from the ground up. We created a spacing system, color system, breakpoint system, vertical rhythm, typography system, grids, icon sets, components, and layouts. It’s fun sweating the details!
