T. Rowe Price’s ‘decisions’

Mar 12

In 1996, I worked as Senior Interactive Designer for New York’s Two Twelve Associates under NSCAD alumni David Peters’ guidance. Two Twelve provides accessible, user-centred design to organizations that communicate with broad cross-sections of the public. I started by coordinating the design and production of two retirement planning software applications for mutual funds giant T. Rowe Price.

‘decisions’ was produced for companies with 401(k) plans managed by T. Rowe Price. Specifically, defined-contribution (DC) plans are funded by the employee with varying employer contribution scales. The software had to appeal to and function for all users, particularly those with low to modest income and education levels. The free software tutored employees about financial planning benefits. ‘decisions’ helped employees make the most of their DC company plans by explaining the complexities of inflation, compounding, and risk in easy-to-understand terms.

This project was the first time I worked with illustrators, from reviewing portfolios to art direction. The project also went through extensive user testing, a process I had never experienced. Working with the content architect and writer was when I truly understood how writing, illustration, and graphic design came together. A year after launch, the program had staggering results of up to 40% of investors changing their investment strategy resulting in significantly higher personal gains. As a result of this project, I truly realized the power of design and that my profession could bring about change in a meaningful way.