Designing at Ellevest
I led the end-to-end design of multiple product launches for our new financial planning service across web & app, driving +300% increase in sales calls & +139% in planning revenue YoY.
TABLE OF CONTENTS
Product launches and results
A case study: boosting call bookings +111%
High-impact marketing design projects
PROVEN PRODUCT IMPACT
Product launches that delivered results
A curated selection of product launches where I drove measurable outcomes.
03 Integrated a financial planning module and banner on the dashboard, increasing calls & bookings in product (over 80 calls/month).
04 Overhaul of first-time activation flow, to reduce drop off during investment account opening (results TBD).
02 Implemented installments and checkout experience, enabling flexible payments to boost sales & resulting in 76% adoption rate.
01 Designed the new package browse experience, uniting the financial planning experience & increasing bookings in product (100+ calls booked).
CASE STUDY
Driving +111% call bookings with financial planning CTAs
This case study showcases my end-to-end design process for introducing new financial planning upsell CTAs in our native app. From research and ideation to implementation, this project increased call bookings by 111%, unlocking significant growth in app engagement and sales.
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Our native app, home to our most engaged users, lacked financial planning upsell CTAs that were key drivers of bookings on web. We set out to expand these CTAs in native to boost call volume and drive conversions.
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Tasked with boosting booked calls in the app, I brainstormed several levers to drive engagement. I quickly pulled in product examples for implementation, alongside inspiration and reference examples to communicate my vision clearly.
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I presented my ideas to the PM, UX writer, and tech lead, where we prioritized them based on impact and implementation complexity. From there, I refined the selected concepts into high-fidelity designs, ensuring alignment with both user needs and technical feasibility.
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The new CTAs drove a 111% increase in call bookings, significantly boosting engagement and financial planning sales in the app.
In this project, I took ownership of ideating the most effective levers to boost booked calls, translating the prompt and goal into actionable solutions. By presenting clear, visual concepts, I enabled stakeholders to quickly prioritize and implement ideas based on impact and ease, all while requiring minimal outside direction.
IMPACTFUL MARKETING DESIGN
Designing high-performing pages & emails that set new standards
I designed all financial planning marketing pages and most growth emails, crafting cohesive and high-performing assets across channels. My emails consistently exceeded performance benchmarks—(one generated 100 calls, 3x the average) —and became an example for future brand communications.
