Abstract Essay, in its fifth season, features Sarah Johnson, Founder and Strategic Advisor, as a distinguished guest. This episode explores the intellectual space where vision, strategy, and long-term impact intersect, drawing on her experience guiding organizations through complexity and change. The conversation examines how founders translate abstract ideas into scalable frameworks, how strategic clarity emerges under pressure, and why intentional decision-making matters in uncertain environments. With a balance of reflective insight and practical perspective, this installment invites listeners to reconsider leadership not as a fixed role, but as an evolving practice shaped by purpose, adaptability, and thoughtful execution.
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Abstract Essay, in its fifth season, features Sarah Johnson, Founder and Strategic Advisor, as a distinguished guest. This episode explores the intellectual space where vision, strategy, and long-term impact intersect, drawing on her experience guiding organizations through complexity and change. The conversation examines how founders translate abstract ideas into scalable frameworks, how strategic clarity emerges under pressure, and why intentional decision-making matters in uncertain environments. With a balance of reflective insight and practical perspective, this installment invites listeners to reconsider leadership not as a fixed role, but as an evolving practice shaped by purpose, adaptability, and thoughtful execution.
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Sarah Johnson
Founder and Strategic Advisor
While at TIAA, we were tasked with redesigning the entire website, which consisted of many complex ideas and transactions. We used design thinking as part of our process, and for content strategy, this included listening in on customer support calls, interviewing users, usability studies, and other customer research in the hopes of raising customer task completion rates. They were extremely low.
We learned that regardless of how savvy people were with using the computer, they were not comfortable dealing with their finances in a digital environment. They needed more guidance, reassurance, and acknowledgement when they successfully completed a task. They also needed education.
As a result, we simplified the visual elements on each page and broke down tasks into one step at a time per page. In addition to asking for information, we told them why we needed that information. We reassured them when they were correct, and provided video education, checklists, chat, email, and calls to the support center. One thing that helped completion rates was letting people know what they were going to need up front in order to complete their task, things such as their partner's social security number, and other paperwork. Getting into a task and not having what they needed was causing a lot of drop off as we could see from the metrics.
Using metrics to measure content, we were able to improve the completion rates monthly so that they went from 32% - 78% in the first few months. Calls to the support center were reduced such that the company saved a fortune in time wasted due to a poorly designed website.
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