A simple value prop encouraging users to add external accounts to their Vanguard account, but rewritten for our mobile app, which needs to act as a one-stop shop where our distinct web experiences come together.
Challenge:
User research found that even clients who understood the benefits of account aggregation – namely, having all their finances in one place – were hesitant to do so due to safety concerns. While content exists on the website encouraging users to add their accounts, it’s always paired with a specific advice offering – either our robo-advisor or personal advisor service. We needed a screen inviting all users, including those without Vanguard advice, to add their accounts.
Process:
Taking a look at the value props on web, they were all intrinsically linked to the associated advice service. In this case, adding your checking or savings account to Vanguard means your advisor can give you “a more personalized plan,” allowing you to “have better conversations and receive more accurate recommendations.”
The benefit is clear, but only for Personal Advisor clients. Often on mobile, we’re tasked with bringing the often distinct web offerings into one space – which means writing for a wider audience, and broader use cases, than our website counterparts usually need to.
Outcomes:
In the end, we created a short, sweet value prop with some punchy, descriptive alliteration and a brief overview of the main benefits – having all their accounts in one place – and the benefits they might derive from that: the ability to stay on top of their finances with a comprehensive view of their accounts. Of course, I also made it a point to call out privacy and safety specifically, one of the main snags we encountered in encouraging clients to add their external accounts.
Benjamin Chen 