FREELANCE UX WRITER

Overview

Twine is a savings and investing app designed around goals.

In preparation for the launch of our new Traditional IRA account offering, the Twine product and design team needed to produce a mechanism to drive account creations.

There was a catch, though: due to engineering constraints, we needed to design a solution that required no math and little engineering build.

Hypothesis

After brainstorming various ideas, we decided a minimalist calculator could do the trick. We hypothesized that this solution would lead to more Traditional IRA account creations by showcasing value in the form of the user's potential earnings.

Implementation

In my writing process, I focused on the idea that “saving a little now could become a lot.” I felt this theme not only conveyed a fact but was digestible and something a user could envision.

In this project, I felt particularly challenged in creating the header “How much $$ could you have in 30 years?” I realized the header, not the body copy, needed to prompt the user.

I decided to ask a question to create a personal connection with the user. “30 years” was something buried in legalese that I brought to the forefront.

Results

Traditional IRA account creations from the retirement calculator exceeded projected account creations by 20%