Upgrade Flow
Company
Edelman Financial Engines
Case Study
How we got our free mobile app to generate revenue
Opportunity
Show users the value of our paid investment management service, via an upgrade flow within our free mobile app.
Problem
Marketing content wasn’t written for the web
Content wasn’t systemized (creation, delivery, governance)
Much of collaboration was inefficient, through email and Word docs
Users
People familiar with us because they used our free mobile app to check their balance and get investment advice.
Stakeholders
VP of Marketing, Marketing Manager, Engineering Manager / Product Manager, Mobile Designer, Investment Management, Legal and Compliance
Process
Apply some information architecture
Find a way to collaborate more efficiently
Start systemizing content
Impact
5% more users enrolled in Professional Management
9% increase in revenue
BACKGROUND
How can our mobile app drive revenue for the company?
People used our mobile app, Fin Engines, to check their account balances and investments for free. Executives wanted to use the app as an opportunity to upgrade people from our free to paid service.
Online Advice (free): a service offered as an employee benefit, where we advise how to invest your retirement assets
Professional Management (fee-based): a paid service where we manage your investments for you
PROBLEM
Our director of mobile development pulled existing marketing content from one of our websites, which wasn’t mobile-friendly or clear.
Upgrade Content: Before
I organized the content in a low-fidelity content mock, then created CTAs and a flow that focused on the benefit, and broke up information into clear chunks.
UPGRADE CTAs
Upgrade CTAs
REVISED UPGRADE FLOW
Click on the carousel below to view all screens.
REVISED FEE INFORMATION
I also made our fee information clearer—click on the carousel below to view both screens.
