Rolling over 401(k)s with clarity and control
Overview
I designed a new digital rollover that helps clients move a prior‑employer 401(k) into a Fidelity account without anxiety. The flow sets expectations up front (i.e what you’ll need), supports in‑flow document capture, plain English disclosures, and a status tracker you can follow (Submitted → In review → Transfer initiated → Settled).
Role
Senior Product Designer
Impact
+42%
rollovers started
+18%
completion rate
Problem
The rollover maze
Clients leaving an employer intended to move their old 401(k) to Fidelity, but the digital path felt risky and unclear. Missing “what you’ll need,” off‑channel document steps, and no visible status led to drop‑offs.
The solution: Build a new, end‑to‑end digital rollover that reduces anxiety, shortens time‑to‑submit, and increases completed transfers, without increasing cost‑to‑serve.
RESEARCH
Rollover roadblocks
I audited the digital funnel, reviewed support transcripts, and interviewed clients who had just left an employer. Three blockers kept showing up:
No clear “what you’ll need”
Off‑channel document steps
No visible status after submit
Erica Thomas
User Persona
Gender: Female
Age: 28
Profession: Senior Project Manager (Tech)
Location: Boston, MA
Marital Status: Married
Erica (28) is a senior project manager who just left her employer and wants to move her old 401(k) into her Fidelity account.
She’s unsure what documents she needs and worries about tax mistakes, so jargon, off‑channel paperwork, and lack of status make her stall.
USER PERSONA
Meet Erica
Erica needs to move an old 401(k), the Rollover Journey makes it simple and reassuring.
AFFINITY MAPPING
Themes that shaped the rollover
I grouped interview quotes, support logs, and funnel drop‑offs into five needs. These clusters became the guides for the Rollover Journey.
LOW-FIDELITY DESIGN
Proving the rollover path
I sketched the end‑to‑end journey to test wording and step order. These wires let me remove friction and validate the flow.
Reduce Effort (Documents, forms, steps)
Research Insight
Design Response
Expected Effect
“I’m not sure which documents are acceptable.”
“Scanning multi‑page forms is painful.”
“I don’t have my spouse’s SSN handy.”
“The form feels too long.”
Acceptable documents checklist with thumbnail examples and file rules up front.
In‑flow capture (camera/file picker), multi‑page detection, progress hints.
Proactive tip: “Check last tax return/W‑2 for SSN,” placed beside the field.
Step‑by‑step checklist with one clear action per step; breadcrumb progress.
More first‑time‑right uploads. (Goal: doc success +15–25 pts)
Faster completion; fewer incomplete uploads. (Goal: time‑to‑complete −15–25%)
Less pausing; fewer exits to look up info. (Goal: abandon at this step −10–15%)
Lower cognitive load; steady forward momentum. (Goal: funnel drop at mid‑steps −10%)
Provide Reassurance (Human help, control, safety)
Research Insight
Design Response
Expected Effect
“I need a person to sanity‑check without losing my place.”
“I want to review everything before I submit.”
“Is my data safe?”
“I might need to stop and return later.”
In‑flow ‘Ask an expert’ panel that preserves form state and sends context with the message.
Pre‑submit review with flagged issues and quick fixes in place.
Security cues (lock icon, “encrypted & audited”), concise privacy note near sensitive fields.
Save & resume with deadline reminders (email/SMS) and a simple “Continue” entry point.
Help‑seek abandonment falls; faster resolution. (Goal: −10–20%; CSAT +0.5)
Fewer post‑submit corrections; lower NIGO. (Goal: NIGO −10–18%)
Confidence to proceed; fewer drop‑offs on sensitive inputs. (Goal: −5–8% at PII fields)
More returns; fewer stale abandonments. (Goal: return‑to‑complete rate +10–15%)
Reduce Uncertainty (Status, timing, clarity)
Research Insight
Design Response
Expected Effect
“I don’t know what happens next or how long this takes.”
“After I submit, it feels like a black box.”
“I’m afraid of taxes/penalties if I click the wrong thing.”
“Different providers take different times.”
Progress tracker with SLA windows (Submitted → In review → Transfer initiated → Settled), tooltips for each step.
Instant ‘received’ state + timestamp, opt‑in email/SMS updates at each milestone.
Right‑time explainers for Direct vs. Indirect rollover; plain‑language risk copy near the choice.
Provider‑specific timelines (if known) or time‑range bands (e.g., “~3–5 business days”).
Fewer status calls; more confidence. (Goal: status contacts −25–30%)
Trust restored; post‑submit abandonment drops. (Goal: −10–15%)
Fewer mis-selections and rework. (Goal: NIGO −10–20%)
Realistic expectations; fewer WISMO (“where is my money?”) contacts. (Goal: −10%)
COMPETITIVE ANALYSIS
Patterns to copy, and fix
I scanned leading providers’ rollover flows to see what helps people start, avoid errors, and finish.
Hi-Fidelity Design
Rollover setup
Start with a simple checklist, open your Rollover IRA, and review key details on one page before signing
Hi-Fidelity Design
Upload docs in‑flow
In‑flow capture with quality checks and a progress bar, completion routes straight to Submitted → In review in the tracker.
Hi-Fidelity Design
Real‑time updates
Milestone notifications with expected dates and a tap to view progress keep rollovers moving.
Impact
A guided start, in‑flow document upload, plain language, and a visible tracker increased starts and completions while cutting cycle time and support.
What i learned
People weren’t failing the task, they were unsure and afraid of mistakes. Fixing what to bring, how to submit, and what happens next changed outcomes.
Rolling over 401(k)s with clarity and control
Rolling over 401(k)s with clarity and control
Overview
I designed a new digital rollover that helps clients move a prior‑employer 401(k) into a Fidelity account without anxiety. The flow sets expectations up front (i.e what you’ll need), supports in‑flow document capture, plain English disclosures, and a status tracker you can follow (Submitted → In review → Transfer initiated → Settled).
I designed a new digital rollover that helps clients move a prior‑employer 401(k) into a Fidelity account without anxiety. The flow sets expectations up front (i.e what you’ll need), supports in‑flow document capture, plain English disclosures, and a status tracker you can follow (Submitted → In review → Transfer initiated → Settled).
Role
Senior Product Designer
Impact
+42%
rollovers started
+18%
completion rate
KEY TAKEAWAYS
People didn’t know what to bring, so many never started.
Off‑channel document steps (fax/email) broke momentum and caused errors.
After submit, the process felt like a black box with no timeline.
Quick access to a human expert reduced anxiety at key moments.
Users wanted save & return and plain‑English choices.
Why a digital rollover feature was needed
High support volume and long cycle times raised cost‑to‑serve.
Competitor scans showed gaps in prep, in‑flow docs, and status, an opportunity to lead.
A guided, transparent flow would retain AUM and improve trust.
Clear start, in‑flow uploads, and a tracker were the highest‑leverage fixes to lift outcomes.
Problem
Problem
The rollover maze
The rollover maze
Clients leaving an employer intended to move their old 401(k) to Fidelity, but the digital path felt risky and unclear. Missing “what you’ll need,” off‑channel document steps, and no visible status led to drop‑offs.
The solution: Build a new, end‑to‑end digital rollover that reduces anxiety, shortens time‑to‑submit, and increases completed transfers, without increasing cost‑to‑serve.
Clients leaving an employer intended to move their old 401(k) to Fidelity, but the digital path felt risky and unclear. Missing “what you’ll need,” off‑channel document steps, and no visible status led to drop‑offs.
The solution: Build a new, end‑to‑end digital rollover that reduces anxiety, shortens time‑to‑submit, and increases completed transfers, without increasing cost‑to‑serve.
RESEARCH
RESEARCH
Rollover roadblocks
Rollover roadblocks
I audited the digital funnel, reviewed support transcripts, and interviewed clients who had just left an employer. Three blockers kept showing up:
No clear “what you’ll need”
Off‑channel document steps
No visible status after submit
I audited the digital funnel, reviewed support transcripts, and interviewed clients who had just left an employer. Three blockers kept showing up:
No clear “what you’ll need”
Off‑channel document steps
No visible status after submit
Erica Thomas
User Persona
Gender: Female
Age: 28
Profession: Senior Project Manager (Tech)
Location: Boston, MA
Marital Status: Married
Erica (28) is a senior project manager who just left her employer and wants to move her old 401(k) into her Fidelity account.
She’s unsure what documents she needs and worries about tax mistakes, so jargon, off‑channel paperwork, and lack of status make her stall.
Erica (28) is a senior project manager who just left her employer and wants to move her old 401(k) into her Fidelity account.
She’s unsure what documents she needs and worries about tax mistakes, so jargon, off‑channel paperwork, and lack of status make her stall.
USER PERSONA
USER PERSONA
Meet Erica
Meet Erica
Erica needs to move an old 401(k), the Rollover Journey makes it simple and reassuring.
Erica needs to move an old 401(k), the Rollover Journey makes it simple and reassuring.
AFFINITY MAPPING
AFFINITY MAPPING
Themes that shaped the rollover
Themes that shaped the rollover
I grouped interview quotes, support logs, and funnel drop‑offs into five needs. These clusters became the guides for the Rollover Journey.
I grouped interview quotes, support logs, and funnel drop‑offs into five needs. These clusters became the guides for the Rollover Journey.
LOW-FIDELITY DESIGN
Proving the rollover path
I sketched the end‑to‑end journey to test wording and step order. These wires let me remove friction and validate the flow.
I sketched the end‑to‑end journey to test wording and step order. These wires let me remove friction and validate the flow.
COMPETITIVE ANALYSIS
Patterns to copy, and fix
I scanned leading providers’ rollover flows to see what helps people start, avoid errors, and finish.
I scanned leading providers’ rollover flows to see what helps people start, avoid errors, and finish.
Reduce Effort (Documents, forms, steps)
Research Insight
Design Response
Expected Effect
“I’m not sure which documents are acceptable.”
“Scanning multi‑page forms is painful.”
“I don’t have my spouse’s SSN handy.”
“The form feels too long.”
Acceptable documents checklist with thumbnail examples and file rules up front.
In‑flow capture (camera/file picker), multi‑page detection, progress hints.
Proactive tip: “Check last tax return/W‑2 for SSN,” placed beside the field.
Step‑by‑step checklist with one clear action per step; breadcrumb progress.
More first‑time‑right uploads. (Goal: doc success +15–25 pts)
Faster completion; fewer incomplete uploads. (Goal: time‑to‑complete −15–25%)
Less pausing; fewer exits to look up info. (Goal: abandon at this step −10–15%)
Lower cognitive load; steady forward momentum. (Goal: funnel drop at mid‑steps −10%)
Provide Reassurance (Human help, control, safety)
Research Insight
Design Response
Expected Effect
“I need a person to sanity‑check without losing my place.”
“I want to review everything before I submit.”
“Is my data safe?”
“I might need to stop and return later.”
In‑flow ‘Ask an expert’ panel that preserves form state and sends context with the message.
Pre‑submit review with flagged issues and quick fixes in place.
Security cues (lock icon, “encrypted & audited”), concise privacy note near sensitive fields.
Save & resume with deadline reminders (email/SMS) and a simple “Continue” entry point.
Help‑seek abandonment falls; faster resolution. (Goal: −10–20%; CSAT +0.5)
Fewer post‑submit corrections; lower NIGO. (Goal: NIGO −10–18%)
Confidence to proceed; fewer drop‑offs on sensitive inputs. (Goal: −5–8% at PII fields)
More returns; fewer stale abandonments. (Goal: return‑to‑complete rate +10–15%)
Reduce Uncertainty (Status, timing, clarity)
Research Insight
Design Response
Expected Effect
“I don’t know what happens next or how long this takes.”
“After I submit, it feels like a black box.”
“I’m afraid of taxes/penalties if I click the wrong thing.”
“Different providers take different times.”
Progress tracker with SLA windows (Submitted → In review → Transfer initiated → Settled), tooltips for each step.
Instant ‘received’ state + timestamp, opt‑in email/SMS updates at each milestone.
Right‑time explainers for Direct vs. Indirect rollover; plain‑language risk copy near the choice.
Provider‑specific timelines (if known) or time‑range bands (e.g., “~3–5 business days”).
Fewer status calls; more confidence. (Goal: status contacts −25–30%)
Trust restored; post‑submit abandonment drops. (Goal: −10–15%)
Fewer mis-selections and rework. (Goal: NIGO −10–20%)
Realistic expectations; fewer WISMO (“where is my money?”) contacts. (Goal: −10%)
Hi-Fidelity Design
Rollover setup
Start with a simple checklist, open your Rollover IRA, and review key details on one page before signing
Start with a simple checklist, open your Rollover IRA, and review key details on one page before signing
Hi-Fidelity Design
Upload docs in‑flow
In‑flow capture with quality checks and a progress bar, completion routes straight to Submitted → In review in the tracker.
In‑flow capture with quality checks and a progress bar, completion routes straight to Submitted → In review in the tracker.
Hi-Fidelity Design
Real‑time updates
Milestone notifications with expected dates and a tap to view progress keep rollovers moving.
Milestone notifications with expected dates and a tap to view progress keep rollovers moving.
Impact
Impact
A guided start, in‑flow document upload, plain language, and a visible tracker increased starts and completions while cutting cycle time and support.
What i learned
What i learned
People weren’t failing the task, they were unsure and afraid of mistakes. Fixing what to bring, how to submit, and what happens next changed outcomes.
People weren’t failing the task, they were unsure and afraid of mistakes. Fixing what to bring, how to submit, and what happens next changed outcomes.