Client: TIAA

Using video to set UXpectations for an online planning tool

THE CHALLENGE

TIAA wanted to provide an overview of their Retirement Profile in order to help increase tool usage and tool report completions. They brought us in to approach their video from the participant’s point of view to make the piece informative, engaging, and relevant. The video needed to feature the UX in a simplified way – and how input changes would dynamically change the results.

THE SOLUTION

We collaborated with the client to create a script that hit their technical points in a relatable way, while the piece’s hand-drawn illustrations infused some emotion into what could be perceived as a dry/mechanical topic. The overview was bookended with reminders of why we save for retirement – connecting to our personal goals as an incentive to take financial planning action. It was an eye-catching alternative to a conventional screen-shot based online tool overview, adding warmth and a more casual tone.

THE RESULTS

The distinctly non-technical look/feel of the video drove over 50% of page visitors to play the video, of which an impressive 75% viewed the video in its entirety. The video was also credited as contributing to a 35% higher tool report completion rate (versus the 3 month period leading up to the video’s addition to the page), which, in turn, contributed to increased customer interest in the solutions recommended by the tool.