For TIAA’s 529 College Savings Plans page, my focus was on making complex financial information feel straightforward and reassuring. Working with designers, researchers, and legal partners, I helped reshape the page so families could quickly understand their options without getting lost in industry jargon. Research showed that people weren’t just comparing investment choices — they wanted clarity and confidence about doing the right thing for their child’s future.
A major part of the overhaul involved rebuilding the FAQs. I expanded them based on user questions, search patterns, and gaps surfaced through AI analysis of top-ranking competitor content. That work revealed which questions real users were asking, which explanations performed strongest in organic search, and where we needed to strengthen our own topical authority. I rewrote the FAQs using clean, conversational Q&A structures, clear definitions, and modular answers—making them easier for users to scan and for AI-driven tools to interpret, surface, and cite.
I partnered with product and design to storyboard how these FAQs would live within the broader experience, ensuring they supported the main content rather than repeating it. Every answer was vetted with Legal and Compliance to keep the tone transparent and precise. The result was a more intuitive, trustworthy content experience—one that gave families the clarity they needed and provided a structured Q&A foundation that works equally well for human readers and machine retrieval.