Asset & Wealth Management
Client
American Century Investment
Scope
Product Design, Strategic Alignment, User Flows, Prototyping, Component Design
Role
Frictionless Onboarding • Conversion Optimization • Interactive Workflows
Designed a responsive, modular onboarding application that simplified user acquisition. Guided prospective clients through a complex investment profile questionnaire, reducing cognitive load and maximizing registration completions.
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Challenge
How do you transform a complex, highly regulated financial profiling questionnaire into an intuitive, accessible onboarding experience that converts prospective clients? At American Century Investments, delivering a seamless digital entryway for a highly diverse audience is a top business priority. However, legacy account registration systems required prospective clients to navigate dense, high-friction financial questionnaires, leading to significant user drop-off before account creation was finalized. As the Lead Product Designer, I directed the end-to-end design strategy to simplify, personalize, and modularize the journey for general investing, retirement, and workplace retirement accounts. By leveraging behavioral mapping, interactive prototyping, and rigorous user testing, I crafted an intuitive, wizard-style onboarding application that maintains strict regulatory integrity while dramatically lowering the barrier to entry.
Strategy
The final design is a responsive, highly accessible onboarding application and interactive portfolio builder. Step-by-Step Wizard Architecture We replaced intimidating, multi-column legacy forms with a clean, progressive, single-topic wizard UI. Each screen focuses on one primary user decision (e.g., account type selection, risk profiling, investment amount) to minimize cognitive load. The Portfolio Builder For the fund selection step, we introduced a responsive "Portfolio Builder" module. This feature guides users through selecting ETFs and Mutual Funds, displaying personalized asset-mix percentages (Stocks, Bonds, Short-Term) in clear, interactive ring charts. Accessibility & Inclusivity First Every form state, focus indicator, visual visualization, and button contrast was optimized to meet strict digital accessibility standards. We ensured that regardless of ability, device, or background, any user could navigate the complex financial profiling flow with complete confidence.
Result
The redesigned onboarding system directly improved registration conversion rates and streamlined the pathway to investing. Measuring The Impact -23% Drop in Abandonment Rate Modular System Scalability 100% Accessibility Validated
