Ramsey Solutions

Global Accounts Product Strategy

Ramsey Solutions hired me on to the global cx team in July 2021. We were a small team taking on a big challenge. Unify the global product experience. The problem we were trying to solve was that 80% of users came to Ramsey for a product or service and never converted to something else. This was concerning given how much Ramsey offers.

We inherited an old quiz that had been stood up a year previous. The purpose was to calculate a users financial situation. We decided to talk to these users, and found that many of them could not refer back to their results. It was in their email but would get buried and eventually lost. So, we ideated and thought, “what if we let the user save their results to an account?”

Because this solution involved the complexities of authentication we needed strong evidence that users would actually want that and be willing to do it. We talked to a few customers and got enough confirmation to move forward on a simple test.

We needed genuine human behavior to justify building an actual app with authentication so we did a fake door test, that asked users to sign in to save their results. 60% of users followed through with trying to create an account.

After we built the solution and shipped it we held steady at 50-60% authentication rate. In the app we started to display the products that the user was already provisioned for to allow them to better navigate our product ecosystem. Then we started to introduce recommendations based on answers of the questions they had answered and level of engagement with us.

This was the first ever global onboarding and account for the organization. It allowed users to onboard and explore or products seamlessly, as a result we saw a 20% increase in MAUs across the organization and 10% in the number of users who used more than 1 product or service.

Ramsey is a very complex organization and we continue to iterate on the experience for our global account holders to this day.