Wealth Plan Long Term Goals Onboarding

About Wealth Plan Long-term Goals

Long-term goals is a comprehensive, free goals based planning tool in the Chase app.  A user may find out how much they may need for different future events like retirement or education, get projections to see if they are on track and get help to close possible gaps to their targets.

Previous flow

To set up long term goals a user went through a combined flow of personal data (name, age, account/financial data etc) and a mandatory retirement goal

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Issues

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Heavy data input

Instead of starting with goals or any interesting info, a user would first tell us about their personal and financial background. 47% on step 1 and75%of visitors within the first few screens.

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Retirement as mandatory first goal

Users didn’t know we had more goals to add post onboarding, so people started naming their retirement goals anything from ‘new car’ to ‘travel the world.’

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Long and with no draft states

We utilized good signaling of where you are in the flow, but because of its integrated nature, there was no way to save your progress and resume later.

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To achieve our hypothesis we had a team wide session mapping out different possible flows and corresponding emotional responses.

Team members were asked to slot specific needed data points into pages represented by the headers at the top of each column, then think about what a user may be feeling when they come in contact with said page

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Example: current flow

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Iteration 1

Choose goals, then estimate target values to expedite process

Pros: Speed through flow, appreciation from user for doing the work for them

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Reaction from testing

Users liked the quick results but did not trust that our estimates or understand how we got them leading to distrust

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Bring the fun forward

Instead of starting with heavy data entry, we wanted to refocus the first step on an overview of their plan.

Additionally, this let us leverage previously collected user priority data to preselect what they told us was important to them.

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Total savings off-ramp

Prior to this, users would have to link external accounts to get results.  We introduced a total assets input to give a ballpark and move on.

This not only made the process quicker, but also let users who were not willing to give Chase more info a way to still use the long term goals tool.

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Splitting up flow for drafting

Separated flow into plan level onboarding and separate goal articulations with confirmation/ celebration screens in between.

This let users focus on one task at a time while giving them the ability to get a dashboard quicker and finish on their own schedule.  Additionally, once past the first onboarding section, if a user leaves they will have draft goals when they return.

Results

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