Modernizing Asset Transfers

Enhancing content and UX functionality across Vanguard’s Transfer of Assets journey.

Situation

Faced with negative customer feedback and high call center volumes, Vanguard partnered with EY to modernize one of its most critical revenue drivers — its Transfer of Assets (TOA) user journey.

By integrating DocuSign capabilities and updating outdated flows, the initiative aimed to reduce potential errors, streamline processes, and minimize reliance on physical paperwork.

My Role

As an embedded content strategist for Vanguard’s Transfer of Assets (TOA) Lab, I spent more than a year working full-time with the lab’s designers, technologists, and journey owners to enhance UI content, enable electronic signatures, and improve the overall user experience.

Simplifying Transfers for Customers

  • Redesigned and launched the TOA landing page to emphasize pre-journey education and resources, reducing NIGO occurrences and enhancing user success.

  • Managed end-to-end content creation and copywriting for the TOA Lab, ensuring clarity and alignment across all user touchpoints.

  • Improved clarity and usability by analyzing real-time user feedback and refining UI content accordingly.

  • Collaborated with content strategists across the Onboarding family of labs to unify broader onboarding flows, aligning content for a consistent and cohesive user experience.

Integrating DocuSign

  • Captured the full scope of user flows by working with the journey owner to map e-signature scenarios based on user inputs, such as account type and customer status.

  • Crafted DocuSign-related UI copy and communications to improve user understanding and completion rates for document submissions.

  • Ensured regulatory compliance by partnering with legal teams to deliver FINRA-compliant content that balanced clarity and requirements.

  • Integrated DocuSign into 85% of user flows, working closely with technology teams to create seamless e-signature experiences.