Complete redesign for an online community to follow artists and live shows, upload media, and connect with other music fans.
FeeX
Mobile & Web
UX strategy, UI, design, and branding for feex.com, a financial services site focused on retirement. 2015 Webby Award nominee in the Financial Services/Banking category. The design simplifies complex financial issues and helps customers understand the state of their own retirement accounts.
The initial design for FeeX focused on the hidden fees found in users' retirement accounts, and showed the compounded effect of those fees by the time they reached retirement. The premise being, that the shock of seeing those large numbers would propel users to take action and change their investments.
​
After talking with users however, it because clear that fee-focused strategy wasn't effective, for two reasons—one, because it was a negative perspective on the problem. People were focused on the problem, not what they could do about it. And two, it was misleading because even if someone took FeeX's recommendations, they would still be paying fees, just not as much.
Users wanted to know how much more they would have for retirement if they took action, and the current approach was not communicating that effectively.
The second version still mentioned fees, but the focus instead was on how much more you could have in your account when you retire, if you made the recommendations FeeX was suggesting.
​
This extended to the new mobile strategy as well—the focus would be solely on how much more money you could have if you took action.
In addition to the core consumer product, the fee analyzer became the basis for a suite of other products, marketed to financial advisors, 401k providers, as well as consumers.
