Vanguard - Managed ISA
Role
Content Product Designer
Background
A reduction in account fees for this product resulted in it becoming more cost-effective than the unmanaged ISA. This provided an opportunity to rethink how the managed service was positioned and marketed to see if the number of account openings could be improved.
Problem statements
Customers don't understand what the service is or how it benefits them.
The "We do it for you" messaging causes confusion thereby reducing conversions.
Customers get caught in a loop when trying to open an account leading to abandonment.
Research and insights
Many customers were confused by the name “We do it for you”, not understanding what the service included.
The homepage feature did not result in significant click-through to the priduct page, resulting in low conversion rates.
The onboarding journey was repetitive, sometimes creating a loop causing users to drop out.
Auditing content and imagery revealed inconsistencies across the website.
What I did
Parterned closely with a small marketing team who were developing a social media campaign.
Renamed the service to Managed ISA, a clearer, more intuitive name that communicated the core benefit.
Rewrote all copy relating to both Managed and Self-Managed ISAs to improve clarity, consistency, and user trust.
Redesigned the homepage, product page, and the initial onboarding steps to better support user understanding and increase conversion.
Added consistent imagery across the site to reinforce the proposition.
Simplified the onboarding journey, removing a frustrating loop that had previously caused user drop-off.
Introduced new explanatory content, including case studies, to help users feel confident in choosing the managed option.My focus throughout was on creating a user-centred experience that made the service feel simple, trustworthy, beneficial and easy to act on.
Product redesigned
Results
“Thank you for all your work on the MISA campaign. I hope you are feeling proud - the campaign is going very well and that is in part down to all your great work.”
See for yourself
Vanguard’s Managed ISA (opens in a new window)