Palo Alto, CA
Jun – Aug 2014
I interned at Wealthfront, a rapidly growing investment management startup company, during the summer of 2014. As a design intern I worked with designers, engineers, project managers, and directors to design a range of projects including a landing page, press page, direct mail campaign, and various small projects. Below is the process for designing the landing page with product demo animation.
I worked solo on this project as a designer with guidance from the Lead Designer. I worked with the Director of Growth and Front-end Engineer for content and implementation.
First-Time Investors: looking for low cost, long term wealth, don't have retirement accounts, and who trust technology (automated service).
Existing Investors: tired of paying high fees, unhappy with financial advisors, and who want simple and automated service.
As a financial investment service, establishing trust on the product is important for Wealthfront to lead prospective users to sign up for its service. In order to establish trust and increase conversion rates, Wealthfront wanted to test out a new landing page for the new invitation program, which provides incentives for new users who sign up for the service and also for existing users to invite prospective customers.
By providing a clear and concise product overview, the goal for this landing page was to drive the increase of signups by new users.
invite Landing Page
After being assigned to this project, I started looking into existing landing pages of popular and new products such as Tumblr, Facebook Paper, Square, etc. I wanted to get a sense of what they did, what the service is about, what makes me want to use their service, and what I can do to have people want to use Wealthfront's product.
Some of the simple findings that I learned here is that they all had concise and straightforward content about the product that is easy to understand at a glance. Also, a clear call-to-action (CTA) was present at all times on the navigation bar and was reinforced at the end. Lastly, a brief preview of the product was presented in an animation or as a live demo.
Starting with a sketch
Having the above findings in mind, I started sketching on paper to brainstorm some initial thoughts on what could be shown on the landing page to have users sign up for the service. Below are a few scans from my sketchbook.
I shared my initial ideas in a discussion with my team. In the discussion, we decided to show a few essential points about the product on the landing page:
- What to expect in the sign-up process
Matching an ideal portfolio with each client is a complicated process that requires more than simply setting up an account with an email address and password. Wealthfront has optimized this process and, by clearly explaining what it entails, allows a new user to complete it less than five minutes.
- Show how it works
Since having the user understand how the automated investment service is crucial, we included a clear explanation of how Wealthfront works.
- Show that we support multiple accounts
People have different investment accounts, such as retirement and non-retirement accounts. We show that Wealthfront's multiple-account support can suit people in need of a personalized and diversified investment portfolio.
- All of the above for low cost
One huge benefit of Wealthfront's service is that it only charges the user with 0.25% of assets fee. Thus, highlighting this benefit could bring more people to sign up.
Below are some of the sketches that came out of the meeting.
After figuring out the direction we wanted to pursue, I started designing in Illustrator. I had a lot of ideas in my mind and wanted to quickly try out the options to see which would best suit the needs of achieving the goal.
I played around with different colors, images, and visuals while respecting the Wealthfront's style guide. Using images of the real product did not seem to work because mobile app design was new and did not match the old dashboard design (dashboard was to be redesigned in the near future). However, the simplified and flattened look of the mobile app with the dark color scheme had some potential. Although it wasn't showing the exact look of the mobile app, it seemed to be hinting enough to illustrate the functionality of the product.
Thus, I further explored the simplified visual style and as I was flushing out the design, I realized the static visuals weren't enough to illustrate the product clearly. Thus, I suggested animating the visuals to show the product demo and explored as below:
Through iterations, going back and forth with the Lead Designer and Director of Growth, visuals and content was finessed. As a recap, I tried to deliver a clear description of the product: what to expect in the sign-up process, what its automated investment service is, ability to support multiple accounts, and all of the above with its associated benefits.
In order to build trust and encourage invitees to sign up, the inviter's name was placed on top as a headline. Also, the benefit of signing up with the invite ($15K managed for free) is presented as a CTA button. Also, "Show Me a Demo" button got moved to the bottom of the page after a slight delay once the page is loaded. This was to highlight the main CTA and guide the users that there is more on the page.
The first part of the product demo starts with informing the user about the sign-up process. The process is shown in the animation and highlights three steps in the process: answer questionnaire, set up investment plan, and deposit funds.
How it works
In order to show how the automated investment service works, an Account vs. Time graph is shown in the animation. The graph illustrates how the software automatically manages user's investment account.
Also, a CTA is reinforced here, since this section is in the middle of the whole page.
Multiple account support
Informing users about the ability to support multiple accounts was displayed with a mobile app demo. This was to highlight the multiple account support and as well as availability of a mobile app that users can easily access. The animation starts with highlighting the multiple accounts, then shows a detailed view of an account.
After the product demo, confidence builders are added to give more reasons for the invitees to sign up for the service.
Ending with Call-to-action
In the ending section, another CTA is reinforced reminding the invitee that signing up with the link provides $15K managed for free.
While designing this landing page, I was also thinking of the responsiveness of the page and made the mobile version of the page as well.
Over the span of about a month, I designed this one page landing page and got to see it go live. Unfortunately, this project ended near the end of my internship and wasn't able to see how well it was doing after the launch.
Overall, my internship experience at Wealthfront was exceptional. It was my first time working in a startup and got to experience the fast pace and passionate working environment. I learned tons from working with designers, engineers, and project managers in communicating ideas and designs and also implementing the designs that is feasible.