Client: A financial planning and investment platform, Ellevest offers automated brokerage, retirement, and banking accounts for a monthly subscription.
Role: Senior Product Designer - Growth and Engagement
Project timeline: Feb 2021 - June 2021
We updated the Cerebral brand identity across marketing, conversion funnel, insurance and the core product in an ambitious 3 month timeline.
Connect to quality leads in a unified brand experience, while championing clarity, usability, and product performance.
Improved overall CVR across all leads by 38%
Increased arrival to purchase for new insurance clients by 300% and Insurance arrival to lead by 220%
Improved page level drop-off on account creation page by 13pts
Fully integrated design system
Cerebral is committed to transparency and accessibility with mental health treatment. Our guiding principle was to create a warm, welcoming experience that clearly communicated a best in class product offering. We worked closely with the clinical and legal team to update content to be friendly, informative, and concise.
We created a filterable directory for therapists and prescribers. Users could search by zip code and then filter down by gender, specialty, and availability.
The two landing pages, one for therapists and one for prescribers, got significant traffic from SEO and marketing campaigns and are top performing pages, outpacing the home page for lead generation.
As the client progresses deeper into the product experience, we focused on interpreting the personality of the brand into more utilitarian UI elements. We took the opportunity to make improvements in the overall clarity and UX of the flow.
We inserted the insurance check at the top of the funnel, and opened all traffic opt into the insurance check (previously we had restricted traffic for fear of cannibalizing self-pay). However, by allowing users to self-select their path at the start, we increased conversion on both self-pay and insurance.
As I began work on core marketing site updates, I created a working style library that I updated and added to as I went along - tweaking sizes and style hierarchy, exploring image usage, and flagging any issues I ran into.
By the time I had finished my first draft of the first site page, I had a robust library that I shared with the other designers to begin using and stress testing in their designs. Together we continued to build out the library further as the rebrand grew to cover more areas of the product.
