EFE financial wellness Checkup

Project Overview

The Edelman Financial Wellness Checkup was developed to boost engagement with workplace financial services and optimize the conversion funnel, ultimately increasing Assets Under Management (AUM). This interactive financial wellness quiz targeted high-intent users and matched them with tailored financial planning services. As the Lead Product Designer, I led UX research, journey optimization, and the design strategy to create an intuitive, high-converting financial wellness experience.

SOlution

We designed a streamlined, personalized financial wellness quiz embedded with employer branding to foster trust and drive engagement. The experience funneled high-asset users through a tailored path—from quiz to call center to financial planner—while cutting drop-off rates and improving conversion quality.

My Role: User Research, User Interviews, IA, UI Design, Prototyping

Tools: Figma, Miro, Google Analytics

Discovery & research

user research

We conducted qualitative interviews to identify and understand our primary audience—employees with high investable assets—allowing us to focus the experience on high-value leads rather than the general population.

Competitive Analysis

Analyzed competitor financial tools to assess engagement tactics and identify UX gaps. Our research revealed that personalized, concise tools outperformed longer, generic experiences.

These are some of the key take aways from the interviews:

KEY INSIGHTS

Users responded well to personalized insights delivered upfront.
Long, complex flows led to high abandonment rates.
Trust in employer-sponsored tools boosted engagement.

Concepts

Users Flows & Low Fidelity Wireframes

We began with low-fidelity wireframes focused on a short, frictionless quiz. The journey followed this structure:

Take the financial wellness quiz
Vetting through call center
High-asset users ($250K+) routed directly to financial planners

Accessibility Considerations

WCAG-compliant color contrast
Mobile-first design
Simplified language for readability

This structure reduced friction and ensured only qualified, high-intent leads reached advisors. Below is a sample size showcasing distinct exploratory user flows and corresponding low-fidelity wireframes to support this project’s early design phase: Exploration A and Exploration B.

UI mockups & Prototype

Design Strategy

Simplicity: Clean, modern UI emphasized clarity and minimized distractions
Personalization: Quiz results were customized for relevance
Trust-building: Co-branding with employers like Ford, Boeing, and Duke Energy increased credibility

Accessibility Considerations