Arbor
Vanguard approached us to help them research, design and develop a new-to-market digital product to help their customers better utilize the cash they have sitting in traditional savings accounts.
Our solution was a new service offering backed by a digital platform to help the “sandwich generation” manage and contribute to generational family finances for years to come.
The Process
It took us a long time to get to Arbor — hundreds of concepts, 5 branded products, 3 rounds of immersive user research, all over 1.5 years.
We ran multiple concepting workshops with the Vanguard Innovation Studio and brought those concepts to users to ensure we created a product that would bring meaningful value to the market.
Where we landed.
A large segment of Vanguard’s existing customers fall into the “Sandwich Generation.” We designed Arbor to help people ages 40–50 take control of their family’s generational finances and put an end to the “Sandwich Generation.”
Getting the conversation started.
We heard from users that the hardest part of mastering their family’s finances is talking to one another about money. Parents don’t want to tell their children how they’re doing and children don’t want to ask.
Our first round of design discovery centered around a simple survey completed by a member of the “sandwich generation” (G2). G2 would then invite their parents (G1) to complete a similar survey. Results would be shared with each generation allowing them to start planning for family financial security.
Finding features that matter.
We ran Unbounce AB tests to determine which feature sets resonated most with our G1 & G2 audiences.
Using Facebook Ads we directed users to marketing pages highlighting feature sets that ranged from retirement calculators to advisor services for hands on family financial planning and management.
Arbor Advisors are here to help.
The feature that resonated most with G1 & G2 was the Arbor Advisor. By assessing their finances, recommending solutions, and guiding users through a plan, an Arbor Advisor will ensure family financial security—for today, and the future.
Vanguard employs hundreds of financial advisors with existing clients who could benefit from Arbor.
Piloting the service.
Before developing the digital management platform, Vanguard wanted to pilot the Arbor service offering with a select group of existing customers. We outlined and designed the services, roles and materials needed to execute the pilot.
Specs.
ROLES
2 UI/UX Designers (Me)
1 Business Strategist
1 Project Manager / Content Strategist
TOOLS
Figma — design
Invision — prototyping & user research
Unbounce — user testing