TIAA-CREF / TFI

529 College Savings Plan Responsive State Websites

Challenge

TFI manages the 529 College Savings Plans for 10 different states in the US. They asked PCD Group to reinvent their digital experience to help drive account opening and increase monetary contributions, provide more structure behind the content strategy, and deliver a design that could be used consistently by all 10 states while accounting for the diverse branding, fund options and content needs for each.

Idea

In order to help drive account opening and encourage frequent contributions, PCD Group conducted extensive research regarding the interests of parents, grandparents, beneficiaries, employers and financial professionals and identified their primary concerns about saving for college. We then determined the most pertinent and compelling content and re-packaged it in ways that would be most meaningful to each audience. As a result, the 10 new sites are much more effective in their ability to provide succinct critical information quickly and are more impactful due to the use of strong visual design and clear structure and messaging. An example is our inclusion of information for getting started with a 529 College Savings Plan in a simple, 3-step process to help remove any confusion for users. Another example is how we've made complex financial information about saving and investing more approachable through the use of infographics, calculators and data visualizations. On top of that, the sites are now completely responsive to accommodate anytime, anywhere access across platforms and devices.

Features

• Responsive design
• Shared template for 10 individually styled state websites
• Dynamic content
• Interactive planning tools