Research Case Study — CalABLE
Rebuilding trust and access for people with disabilities
The Problem
CalABLE was designed to give people with disabilities the ability to save and invest without risking essential benefits — a transformative financial tool for a community often excluded from traditional programs. People saw themselves in the mission. They recognized their stories and circumstances reflected in the brand.
But recognition wasn’t enough. Once potential participants reached the website or event materials, the experience often stalled. The information was dense, the process felt complicated, and users weren’t sure what steps came next. The problem wasn’t persuasion — it was comprehension. People didn’t need to be convinced to participate; they needed to understand how.
The program’s opportunity was clear: build an experience that instructed as well as inspired — one that made saving feel possible, step by step.
The Program
We began by mapping the informational and emotional journey from first awareness to account setup. We conducted a statewide survey and interviews with people with disabilities, caregivers, and advocates to understand the moments where confidence broke down. We also analyzed comparable programs across the country to see how effective communication could increase clarity, reduce attrition, and support advocates who guide many through the process.
Our a-ha moment came when we realized people weren’t disengaging because they didn’t trust the program — they were disengaging because the process felt too hard to follow. The missing piece was instructional design: people needed clear, accessible, visual, and step-by-step explanations to move from awareness to action.
We rebuilt the experience around that insight.
Simplified the content hierarchy so users could find exactly what they needed, when they needed it.
Created plain-language explanations of eligibility, benefits interactions, and enrollment steps.
Developed instructional materials for advocates and users — visual guides, checklists, and multi-format content (print, digital, video, Spanish, large-print, and screen-reader compatible).
Structured every touchpoint to build confidence through progress, not overwhelm — making each step feel doable and cumulative.
How it’s going
The result is an experience that teaches while it invites. Advocates can now guide dozens at a time using standardized materials that are easy to explain and reuse. Participants move through the process with fewer drop-offs and greater confidence.
The new instructional framework has been adopted statewide — and shared nationally — as a model for accessible financial communication. CalABLE is now seen as more than a program; it’s a partner that helps people navigate complexity with clarity and respect.
The shift wasn’t about awareness or promotion — it was about understanding. When people finally understand how something works, they trust it enough to take the next step.
