T. Rowe Price | Managed Lifetime Income
Drove product adoption across employer plans by helping users understand a complex new retirement income tool. Straightforward, benefit-focused content supported a successful launch and guided high-stakes decisions.
What I did
• Created the full content strategy for launch.
• Defined how to explain a new retirement product in terms real people could grasp.
• Wrote UI copy, landing content, and education modules.
• Used plain language and step-by-step framing to build trust and transparency around a complex, unfamiliar offering.
Impact
Helped bring the product to market across employer platforms. Content played a key role in driving interest, understanding, and adoption
Education hub
Simple overview
A clear product name, value props, and description give the user the info they need to understand at a glance and make a decision if they want to learn more.
Video and real-life stories
Video and real-life scenarios help the user imagine how the the product works and create an emotional connection.
Detailed FAQs
Answering the users’ most pressing questions about downsides, fees, and benefits in plain language builds trust.
Expandable FAQs with plainspoken detail
Conversational, in-depth answers covered risks, fees, and technical details—helping users understand the product, feel reassured, and build trust in their next step.
“You spell it out. I'm shocked that you spell it out. Usually, insurance companies hide very well what they're selling, and it's actually spelled out honestly here. I'm impressed!”
— USERTESTING.COM PARTICIPANT
Calculator for equal lifelong payouts
Just-in-time info
Secondary links, contextual content, and information icons help users understand the decision at hand.
Parallel wording and structure
Content and design from education hub are repeated to enhance sense of security and knowledge.
Clear steps and call to action
Direct simple language is use to guide users with as few words as possible.
Just-in-time education example
Side-by-side comparisons, contextual tips, and lightweight explanations surfaced exactly when needed—guiding users through complex options without overload.
Guided transaction flow
• Simple 3-step instructions
• Speedbumps and alerts
• Opportunities to review
Plain language and step-by-step prompts made the process feel manageable—reducing errors, clarifying expectations, and building trust at the point of action.
Story-driven scenarios to make complex ideas click
A simple, two-sided PDF brought six detailed personas to life—turning user research into relatable, real-world examples that helped people see how the product could fit their own lives.
Content that passed legal—without losing clarity
Worked through line-by-line reviews with legal to balance accuracy and readability—ensuring every word was compliant, user-friendly, and clearly understood.
Sketching to solve real user problems
Low-fidelity sketches helped us rethink key flows early—testing ideas fast and solving usability issues before a single pixel was finalized.