Designing Trust: How Visualizing the Plan Drove 4x More Action
The Plan Was Promised, But Never Shown
Prospects were told they’d “receive a financial plan” — but few understood what that meant. Research showed this lack of clarity created hesitation, especially for first-time clients unfamiliar with advisory relationships.
The problem wasn’t just language. The site didn’t show what the One Page Plan looked like, how it worked, or why it mattered. Prospects needed more than words — they needed to see it.
Designing for Trust at a Critical Moment
I was brought in to design an experience that would:
Visually explain the One Page Plan as a clear, tangible outcome
Help prospects evaluate whether Thrivent’s approach was right for them
Build trust by clarifying what to expect — before any commitment
I led UX strategy and designed the interactive tour, partnering with content, legal, brand, and SME teams to ensure alignment across every touchpoint.
Bringing the Plan to Life
We designed the One Page Plan Tour — a lightweight, interactive experience linked from the Working with a Financial Advisor page. The goal: give prospects just enough visibility into the plan’s structure and purpose to build curiosity and confidence — without overwhelming them or exposing proprietary details.
I collaborated closely with Advice team stakeholders to:
Identify which elements of the plan could be shown publicly
Keep the experience clean, focused, and jargon-free
Highlight the plan’s value in real financial conversations
Content was co-authored with subject matter experts and reviewed early by legal — which helped reduce compliance churn. Every design decision reinforced a core feeling: preparedness. We wanted prospects to see not just what they'd get, but how it would support them.
The Plan Was Promised, But Never Shown
Prospects were told they’d “receive a financial plan” — but few understood what that meant. Research showed this lack of clarity created hesitation, especially for first-time clients unfamiliar with advisory relationships.
The problem wasn’t just language. The site didn’t show what the One Page Plan looked like, how it worked, or why it mattered. Prospects needed more than words — they needed to see it.
Designing for Trust at a Critical Moment
I was brought in to design an experience that would:
Visually explain the One Page Plan as a clear, tangible outcome
Help prospects evaluate whether Thrivent’s approach was right for them
Build trust by clarifying what to expect — before any commitment
I led UX strategy and designed the interactive tour, partnering with content, legal, brand, and SME teams to ensure alignment across every touchpoint.
Bringing the Plan to Life
I designed the One Page Plan Tour — a lightweight, interactive experience linked from the Working with a Financial Advisor page. The goal: give prospects just enough visibility into the plan’s structure and purpose to build curiosity and confidence — without overwhelming them or exposing proprietary details.
(image show flow)
I collaborated closely with Advice team stakeholders to:
Identify which elements of the plan could be shown publicly
Keep the experience clean, focused, and jargon-free
Highlight the plan’s value in real financial conversations
Content was co-authored with subject matter experts and reviewed early by legal — which helped reduce compliance churn. Every design decision reinforced a core feeling: preparedness. We wanted prospects to see not just what they'd get, but how it would support them.
(video scroll thru)
The Impact: Clarity That Drove Action
The One Page Plan Tour launched as a supporting link from our Working with a Financial Advisor page — and quickly proved its value:
15% click-through rate to “Find an Advisor”
4× increase in advisor connections compared to the sitewide average (2.85% vs. 0.73%)
These results confirmed a key insight: when users can see what to expect, they’re far more likely to take the next step.
Beyond the metrics, the project also improved alignment across Design, Advice, Marketing, and Compliance — creating a smoother path for future trust-centered experiences.
UX Principles Reinforced
Clarity builds trust faster than copy alone — visuals remove ambiguity and boost confidence
Micro-experiences can drive macro-impact — this wasn’t a full flow, but it shifted real behavior
Designing with compliance in mind saves time — early alignment shortens the review cycle
Show the outcome, not just the process — people take action when they see what they’ll get
The Plan Was Promised, But Never Shown
Prospects were told they’d “receive a financial plan” — but few understood what that meant. Research showed this lack of clarity created hesitation, especially for first-time clients unfamiliar with advisory relationships.
The problem wasn’t just language. The site didn’t show what the One Page Plan looked like, how it worked, or why it mattered. Prospects needed more than words — they needed to see it.
Designing for Trust at a Critical Moment
I was brought in to design an experience that would:
Visually explain the One Page Plan as a clear, tangible outcome
Help prospects evaluate whether Thrivent’s approach was right for them
Build trust by clarifying what to expect — before any commitment
I led UX strategy and designed the interactive tour, partnering with content, legal, brand, and SME teams to ensure alignment across every touchpoint.
Bringing the Plan to Life
We designed the One Page Plan Tour — a lightweight, interactive experience linked from the Working with a Financial Advisor page. The goal: give prospects just enough visibility into the plan’s structure and purpose to build curiosity and confidence — without overwhelming them or exposing proprietary details.
I collaborated closely with Advice team stakeholders to:
Identify which elements of the plan could be shown publicly
Keep the experience clean, focused, and jargon-free
Highlight the plan’s value in real financial conversations
Content was co-authored with subject matter experts and reviewed early by legal — which helped reduce compliance churn. Every design decision reinforced a core feeling: preparedness. We wanted prospects to see not just what they'd get, but how it would support them.
The Impact: Clarity That Drove Action
The One Page Plan Tour launched as a supporting link from our Working with a Financial Advisor page — and quickly proved its value:
The Impact: Clarity That Drove Action
The One Page Plan Tour launched as a supporting link from our Working with a Financial Advisor page — and quickly proved its value:
When users can see what to
expect, they’re far more likely
to take the next step.
When users can see what to expect, they’re far more likely
to take the next step.
15%
click thru rate to “Find an Advisor”
4x
increase in advisor connections
compared to site average (2.85% vs. 0.73%)
Beyond the metrics, the project also improved alignment across Design, Advice, Marketing, and Compliance — creating a smoother path for future trust-centered experiences.
Key Takeaways
+
Clarity builds trust faster than copy alone — visuals remove ambiguity and boost confidence
+
Micro-experiences can drive macro-impact — this wasn’t a full flow, but it shifted real behavior
+
Designing with compliance in mind saves time — early alignment shortens the review cycle
+
Show the outcome, not just the process — people take action when they see what they’ll get