Wealth Calculator
/23
The Challenge
Financial decisions shouldn't feel like solving a puzzle. Yet our research showed that potential customers were abandoning our investment calculator not because they lacked interest, but because the tool itself created barriers to understanding. The challenge wasn't just technical – it was emotional.
Initial Metrics:
70% abandonment rate on calculator
15+ minute average time to completion
Low confidence scores in user feedback
Minimal conversion to consultation requests
Research Journey
We approached this challenge through a human lens, focusing on both emotional and practical barriers to financial planning decisions.
1. Discovery & Understanding
Through 15 in-depth interviews and 5 competitor analyses, we uncovered how people really think about their financial futures. The insights were revealing: users weren't afraid of commitment – they were afraid of making uninformed decisions.
2. Emotional Mapping
We conducted workshops where participants mapped their financial decision journey, revealing key emotional triggers:
Anxiety peaks during number input
Relief points when seeing future projections
Decision paralysis at commitment stages
3. Solution Testing
Through iterative prototyping, we tested different approaches to presenting complex information:
Visual vs. numerical representations
Interactive vs. static displays
Single-page vs. progressive disclosure
The Solution: Interactive Wealth Visualiser
Rather than just calculating numbers, we created an experience that helps users envision their financial future. The new calculator transforms abstract numbers into tangible outcomes.
Core Features:
Each element was designed to address specific user anxieties:
Progressive Journey
Breaking complex decisions into smaller, confidence-building steps reduced abandonment by 60%.
Real-time Impact Display
Showing immediate effects of different choices helped users understand trade-offs intuitively.
Impact & Validation
The results exceeded expectations:
Completion rates rose to 80%
Average completion time dropped to 7 minutes
65% increase in user confidence scores
40% increase in consultation requests