ScholarShare College Savings Plans
Website Redesign
Saving for a child’s future can feel daunting. Especially when the decisions made now will impact the education options available for a future adult.
TIAA's Tuition Financing Inc. (TFI) tasked our team with evaluating and entirely redesigning the user experience for the 529 plans available in six states, each characterized by distinct aesthetics, messaging, and requirements. The overarching priority was to make sure that each website is inclusive and accessible to a broad audience.
This site won two MarCom Gold awards in the Financial Services and Website Redesign categories.
The starting point
We kicked things off by mapping out a brand-new user experience from scratch. Then, we built a versatile design system that could flex to fit the needs of each state, all while keeping the distinctive visual identity of each brand intact. Most importantly, we made sure to check all the boxes for AA WCAG compliance throughout the whole process.
75 Page templates and a total of 40 unique components used across 6 state websites
A closer look
The previous site had an overwhelming amount of content, making the already daunting task of saving for college even more intimidating. Our redesigned website has streamlined communications, breaking down the complexities of college savings into manageable portions. Notable improvements include the addition of a popular resource tab for quick scanning, condensed and digestible content, and clear CTAs for easy decision-making. Moreover, we’ve incorporated valuable tools such as a college planning calculator, FAQs, events and webinars, and a glossary of frequently used financial terms.
Mobile design
We approached this matrix of state savings plan websites from an empathetic lens, addressing the pressures and worries our audience may be feeling. By leveraging the flexibility that a 529 plan offers and reinforcing its easy adaptability to the current “unknowns” (with simple and strong RTBs), we made it easier for users to quickly open an account and feel confident doing it all from a mobile device.
Email Campaign
Credits
Mary Norvell UX Architect
Hallie Williams Copywriter
Bill Halloran Creative Director
Alex Pierce Creative Director
Claire Dart Art Director
Jaylynn Canales Art Director
Jeremy Reynolds Development Manager
Melissa McCracken Development Manager