How might we modernize our homepage, while providing clarity and building engagement leading to launch?

The Smart Retire US webpage says a lot, but also doesn’t say much. More established in the UK, it’s clear that the US team is in the early stages, but there is still a lot more they can be doing. For this project my role was research, copywriting, visual design, and prototyping.

PROBLEM

More than just a landing page

Twelve months out from product launch, the US Smart Retire website is nothing more than a landing page. Pages rife with tech space jargon non-speak and “Meet the Team!” call outs do nothing for engagement and turn Smart Retire US into a mere parking spot. With the UK side of Smart Retire years down the road map already there’s no shortage of content to borrow from. How might we update the US website to create more engagement even without a product?

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App specific

Help visualize the future of Smart Retire US with mockups of the Smart Retire app

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Modern money

Modernize the website to create trust and call out Smart Retire’s technology-forward focus.

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Onboard early & often

It’s never too early for user sign-up, even for an app waiting list or mailing list.

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Follow the leader

Learn from the path forged by Smart Retire UK to inform decisions and create content.

GOALS

My main goal in improving the landing page was “how might we define Smart Retire in the simplest possible terms?” And from there, how can we make people want it? The technical goals for the project are as follows:

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What is Smart Retire?

Add clarity to homepage through text and visuals to make it immediately clear how Smart Retire works.

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Unity across the pond

Maintain Smart Retire US and UK branding and color palette across all visuals.

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App(le) of my eye

Create a visualization of the Smart Retire app based on the UK models.

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Create Action

Build engagement for the future of Smart Retire by onboarding early users to join the future of Smart Retire in the US.

RESEARCH

How are the competition approaching saving?

I started my research by looking at the competition to see how they were approaching onboarding and informing their customers. I also thought it was important to see what services they’re offering and how Smart Retire can bolster their offerings now or in the future.

Acorns

“Get Started” call outs App walk through

Qapital

“Get Started” call outs Bold copy Awards

Digit

“Get Started” call outs App front and center

Copilot

New kid on the block Lots of eleveation

How is Smart Retire UK performing?

One of the most powerful tools for Smart Retire is the success of the UK brand. By researching the highs and lows we can learn from the pain points abroad and pivot as necessary to meet the US market. App forward “Pot” vs “fund” vernacular Much more informative nuts and bolts Very helpful “three simple steps” infographic Mobile responsive

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Play the hits from across the pond

SKETCHING V1

I often like to start with pen and paper, but with so much readily available content from the UK side, I jumped right into creating wireframes in Figma to get the broad strokes of the layout.

LOW TO HIGH FIDELITY WIREFRAME

In order to understand most accurately the flow needed in order to collect enough information from our order I put together a user flow for onboarding our b2b clients.

SOLUTION

Onboard early and often

By opening up the homepage visually, with an alternate light color palette, and creating visual representations of the future of Smart Retire, informed by the UK successes, we can bring clarity and engagement to the goal of a smart retirement.

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Keep it light

Inverting the Smart Retire color palette to ‘light mode’ modernizes the look and makes a seamless transition across devices.

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No tech jargon

Help the user understand what exactly you do by using more active copy, paired with engaging illustrations to clarify.

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Learn from across the pond

The successes and failures of Smart Retire UK can help inform decisions as the US division grows

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App(le) of my eye

Create engagement and early onboarding by creating visual representation of Smart Retire. Create excitement!

WHAT’S IN THE FUTURE

How might we improve V2, V3, and beyond?

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Always learning

The chatbot only knows what we tell it. With new questions from clients coming regularly it’s important that we be passing that information onto the chatbot as well.

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With the rapid growth of AI and interactions like ChatGPT how might we bolster the engagement with our clients by harnessing AI?

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Integration

The chatbot (sorry to say, buddy) is just a stop gap. I’d like to explore ways to open up the b2b portion of Rothera to an even larger client base with an integrated custom designer UI checkout zzzsystem.