We prototyped a 401(k) management tool for ING (Voya's) enterprise clients’ employees as part of their effort to rebrand retirement.
Our strategy was to infuse practical financial functionality with rich editorial content and inspiration to give people a more holistic view of their retirement readiness and then help them make informed, intuitive changes to their savings plan in the moment. This multi-faceted approach helped boost people’s engagement with their 401(k)s—something that typically doesn’t drive excitement—and, in fact, led to an impressive 13% increase in contributions among people who had access to the new tool.
Strategy Insight: visualizing future scenarios will enable better risk assessment
The prototype aligns with ING's (Voya's) Orange Money campaign.
Proactively evoke emotions – it shouldn't be just be about reacting to life events.
Purely rational thinking yields analysis to paralysis and emotions motivate action to overcome inertia.
We approached this with the concept that head and heart thinking drives better decision making. This lead us to the concept of "Aspirement" – motivational content to drive aspirational planning for a more enjoyable retirement lifestyle.
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Art director: Kit Casey, Creative director: Jared Kelleher, UX: Carlos Baez, Copywriter: Emily Morgan,