Smart Target: Simplified Investing
- Cody Roberts
- Mar 9
- 5 min read
Updated: Mar 10
Integrating a seamless Target Date Fund selection into the account claim process.
Overview
Smart Target (formerly known as EZ Button) was conceived as part of a client retention and education initiative at Inspira Financial. During our research, we uncovered a critical opportunity—many Automatic Rollover (ARO) clients were indecisive after claiming their accounts, leading them to either cash out their funds (often incurring penalties) or leave their accounts sitting in default cash positions.
Our solution? A seamless, guided investment experience that introduces ARO clients to Target Date Funds (TDFs) at the right moment in their account claim journey. The goal was to reduce friction, boost confidence in investing, and increase retention.
In a nutshell: Smart Target simplifies investing for ARO clients, making it easier for them to take action with confidence—without feeling overwhelmed by complex financial decisions.
Timeline: Q3-Q4, 2024
Team: Product Design, Product Management, Research, Engineering
My Role: Lead Product Designer/ Lead UX Researcher
Methods Used: User Research, Usability Testing, Survey Testing, Design, Prototyping
Problem Space
When ARO clients claim their accounts, they face a decision bottleneck. With no clear guidance, many default to cashing out their accounts—not always in their best financial interest.
Key User Pain Points
Indecisiveness—Users are overwhelmed with investment options and often take no action.
Lack of Education—Users are unaware of investment pathways, fees, and potential penalties.
Missed Opportunities—The default state of their funds is cash, leading to lost long-term gains.
Friction in the Journey—Investment options were not presented at the right moment in the claim process.
Business Challenges
High Leakage Risk—Many users either cash out or transfer their funds away from Inspira.
Low Investment Engagement—Few ARO clients choose to invest, even though TDFs are an available option.
Need for Trust & Simplicity—Users were not confident in Inspira’s investment offerings.
How might we reduce leakage and guide ARO clients toward investing during the onboarding process?
User Persona: Automated Rollover (ARO) Client
Research & Discovery
We conducted both qualitative and quantitative research to validate our assumptions and uncover behavioral insights. To understand how ARO clients engage with investment options and validate the Smart Target concept, we conducted two separate research studies; Survey study to test for interest and engagement, then moderated 1:1 usability testing sessions with a Figma prototype.
Methodology
Usability Testing—Moderated 1:1 sessions with real users via Lookback.io
Survey Testing—1,500 participants tested investment workflows via QuestionPro
Stakeholder Workshops—Cross-functional team collaboration to define priorities via Miro
Data Analysis—Evaluated leakage rates, TDF engagement, and claims behavior
Survey Testing Key Insights (1,500 participants)
92% of participants engaged with investment options when offered.
36% of users chose “Easy Investing” before seeing other options.
91% of users who selected Easy Investing completed the process.
Only 5% of participants reached the withdrawal warning modal—indicating limited impact on retention.
Users preferred simple, low-effort investing options over manual portfolio selection.
Takeaway: A guided investing experience has strong engagement potential, reinforcing the need for an integrated, frictionless investment pathway.
Survey Screen Example
Overview of Survey Data Outcomes
Moderated Usability Testing Key Insights (5 participants)
5/5 participants expected to reach their dashboard first before seeing the TDF offering.
2/5 participants expressed interest in Smart Target and would start the TDF journey.
5/5 wanted more educational resources (videos, AI chat, FAQs) before committing.
Vanguard branding increased trust, while Mesirow branding caused some confusion.
Users found the interface intuitive but were hesitant about making impulse investment decisions.
Takeaway: Smart Target’s design was well-received, but timing and education are critical to increasing adoption.
Moderated Testing Session
Overview of Testing Data Outcomes
Solution: Smart Target
The final solution was a guided investment experience integrated seamlessly into the claims flow, enabling ARO clients to quickly invest in a Target Date Fund (TDF) without the stress of complex decision-making.
Key Features & Enhancements
Entry Point—Smart Target now appears at the end of the users claim journey as a modal, aligning with user expectations.
Frictionless Investing—Users can invest with one click or adjust their allocations easily.
Brand Trust Cues—Emphasized Vanguard branding to increase confidence in investing.
Educational Touchpoints—Added concise explainers, read more section, and links to learn more, to address uncertainty.
Clearer Copy & Legal Updates—Refined messaging to ensure clarity without overwhelming legal jargon.
Design Rationale:
Minimize Friction—Guide users toward investing naturally, without forcing a decision.
Enhance Confidence—Provide trusted branding, clearer copy, and easy allocation adjustments.
Improve Engagement—Offer just-in-time education to support informed decision-making.
Smart Target High Fidelity Designs
Implementation & Expected Impact
What We’ve Built So Far
Smart Target is integrated into the claims flow testing environment, ready for deployment.
Educational touchpoints are embedded within Smart Target to provide just-in-time learning.
A/B testing and further research are planned before post-deployment.
Built micro-survey capabilities using Chameleon for iterative client feedback.
Expected Outcomes (Pending Further Testing)
Increase in ARO clients engaging with investment options post-claim.
Reduction in premature cash-outs due to better education and investment visibility.
Higher retention rates as users stay within Inspira’s ecosystem.
Next Steps Before Launch
Conduct additional usability testing to refine UI placement and messaging.
Run A/B tests to measure engagement and conversion improvements.
Evaluate the effectiveness of educational content interventions.
Next Steps & Future Enhancements
Smart Target is still in development, and our next steps include:
⭐️ Further Testing & Iteration—Continue refining Smart Target’s usability based on real-world testing.
⭐️ Personalized Investment Insights—Explore tailored investing recommendations beyond TDFs.
⭐️ Post-Onboarding Enhancements—Integrate follow-ups for users who did not initially invest.
⭐️ Chameleon First-Run UX—Offer real-time guidance with the features, functions, and tools of the platform dashboard.
Conclusion
Smart Target was designed to empower ARO clients with a simple, intuitive investing pathway. By leveraging user research, usability testing, and iterative design, we are building a solution that reduces leakage and enhances retention.
Key Takeaways:
💡 Placing investment options at the right moment is critical for engagement.
💡 Users need frictionless investing experiences—but also the ability to explore.
💡 Educational interventions significantly impact decision-making.
Want to learn more about my work? Let’s connect!
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