Smartdollar: Franklin, TN
Workplace Student Loan Program Guide:
Every June, employee wellness month is celebrated across the nation. As companies look towards their staff’s well-being, this is a perfect opportunity to talk about financial wellness and the benefit that SmartDollar can provide. SmartDollar is a financial wellness solution that utilizes Ramsey Solutions’ baby steps to help people with money. We introduced the Workplace Student Loan Program Guide as a free resource that companies could use to understand how their financial wellness benefits should help their teams amid the current student loan crisis.
Services Provided:
Visual Identity and
Discovery
User Experience Strategy
Iconography and Infographics
Video Graphics
Web Design
Digital Guide:
For our 2020 campaign, we created a digital guide that unpacked the differences between student loan employer programs and walked employers through how to find the right program for them.
Previous Campaign:
Every year, we ran a campaign to address the financial landscape and provide free information and resources to help companies navigate the benefits of different programs. The campaigns were more PDF-focused, with a series of printouts and long-form content that different stakeholders used to share information with their companies. PDFs are common practice in the marketplace, but they were difficult to update over time as information changed. We knew that with our 2020 campaign we wanted to do something radically different.
2019 SmartDollar June Campaign
Topical Focus:
We had been asked by a number of different clients about how to address the student loan crisis, and we wanted to provide a resource to arm HR Directors across the country with a source of truth on how to truly help their teams navigate such a complex issue.
User flow and content structure
Landing Page:
One of my teammates set up a landing page that served as the first touchpoint and gave a high-level overview of the Workplace Student Loan Program Guide. I worked with him by providing icons and a few basic graphic styles to match visuals from the guide.
Lead Gen Video:
One of the main features on the landing page was a lead-generating, 5-minute video we filmed with Chris Hogan explaining the student loan crisis and giving employers key action steps to give their teams hope. I worked with our videography team by designing animated graphics to highlight key points throughout the clip.
Video Graphic Mockup
Video Graphic ExplorationGuide:
For the guide itself, I pitched the idea of an all-digital delivery in order to easily update information as things changed with the CARES Act and make the experience more dynamic. This allowed us feature helpful videos and easily link out to supplemental content. It also meant we could easily track what topics and content were most commonly accessed and shared so that we could match future content to the interest.
From a design perspective, it was important to keep the guide visually engaging as people worked through the information, so I worked on creating supporting infographics that brought the information to life.
Infographic Placement and Ideation
Infographic Style Exploration
Student Loan Guide Page Layout Sketches
Student Loan Guide Messaging and User Flow
Student Loan Guide Work
Graphics:
Digital Guide:
Overall, the final guide was very well received. It was easy to navigate and, as a lead-generating campaign, it made it easy for prospective clients to connect with us.