YEAR
2020 - 2021
TYPE
Financial Needs Calculator
Responsive Wep App
TOOLS
Figma
Illustrator
SEE IT LIVE
PRUDiscovery
PRUDiscovery is a self-help needs analysis application that allows customers to explore the bigger goals they have in life, evaluate how well-prepared they are, and be ready to buy suitable products to meet their needs.
I collaborated with a diverse team from Experience Design, Customer Insights, Experience Transformation, IT, and Compliance to create a financial calculator that shows one’s financial gaps.
We improved the customer journey and the interaction design in a fast and effective way that secured the project approval.
Help people evaluate their goals and make informed insurance purchase decisions.
Launch a new digital touchpoint to create high potential new leads.
Build on customer trust by improving content and providing a frictionless journey.
Reorder the information architecture to generate more customer data, nurture opportunities, and insights.
HOW IT WORKED BEFORE
We aimed to create a complete financial needs analysis and sales journey with our online sales platform, PRUPlanner (currently known as PRUOneExpress / POE).
We partnered with Apple and ran discovery sessions with our customers and financial consultants to develop a strong sales tool MVP. However, due to regional strategy changes, we prioritized a financial needs calculator.
RE-DESIGN LIMITATIONS
The old calculator was hardly used and had many flaws. Due to the pandemic and budget cuts, we had to delay some features.
We had to work with the existing architecture and make it more user-friendly for phase one.
Below was our old Prudential Calculator.
4I Innovation Framework
User Interviews, Heuristic Evaluations, and Surveys
Competitor Research,
Benchmarking and Analysis
Card Sorting, Journey
Mapping and Flows
UX, UI, Interaction
and Content Redesign
User Testing, Functional QA
and UAT Testing
UNDERSTANDING THE LANDSCAPE
We extensively examined the visual direction and user experience of direct and indirect competitors as well as other external related sources of inspiration worldwide.
This was an important step for us to create new business requirements and design an effective solution.
Customer Journey
We used a customer-centric design approach to define our solution.
We engaged our PRUforYou Customer Panel to conduct workshops and interviews with 8 Prudential customers and 10 financial consultants to understand their needs and challenges. It helped us create the ideal customer journey map.
PAIN POINTS AND FRUSTRATIONS
83% of users were lost in the application process.
The application lacked guidance and flexibility for life goals
59% of users found it ineffective in visualizing and planning life goals
The journey was not customized for customers, some information were unnecessary
NEEDS AND OPPORTUNITIES
Show a visually appealing life journey map with gaps, goals, current and future needs while allowing changes
Make the goal-setting process more relevant by allowing customization
Provide option to 'Save / Download / Email Report' or 'Talk to a Financial Consultant' and Pre-fill data for logged-in customers
Guide customers through life goals with clear and relevant language and tone
KEY FINDINGS
Closer Understanding in
Defining the Experience
SECURITY AND RISK CHECKS
To address data privacy issues, we suspended the ‘Save’ and 'Pre-fill data' features and explored other options post-launch.
These insights enabled us to design a user-friendly and streamlined experience that creates value for both the customers and the business.
We built our solution on our existing financial needs calculator after extensive research, workshops and third-party platform evaluation.
Our prior exercises and discovery sessions shaped and guided the UI and flow of the journey.
LANDING PAGE
We created a clear and engaging landing page for the customer with relevant and accessible language and tone.
We aimed to inform the customer of the tool’s benefits beforehand to help them make informed decisions in identifying their financial gaps.
ENGAGING FORMS
We made ‘form-filling’ less tedious by using concise content and large iconic buttons to create contrast and engagement across devices.
DYNAMIC AND CONDITIONAL QUESTIONS
We ask the customer dynamic and conditional questions based on their previous inputs.
For example, if the customer has children, we consider that in goal planning.
1 CLUTTERED NUMBERINGS
Multiple data points and grey line divider obscured the information.
2 UNNECESSARY SCROLLING
When there are many goals, it creates a long page and excessive scrolling.
3 UNCLEAR SECTION
It isn't clear that the assumptions section is part of the dynamic calculation that takes place above.
CLEANER GRAPH DATA POINTS
Improved the graph UI and added a value tooltip for mouse hover—saving space and enhancing intuitiveness.
EDIT GOALS SECTION
Added a collapsible settings section to edit goals and see the changes on the graph—enhancing clarity and immediacy.
Key Takeaways and Business Results
We collaborated closely with our engineers and QA testers to ensure a flawless launch.
We achieved higher touchpoint performance, a 10.3% increase in policy conversion from leads, positive customer feedback, and reports that our financial consultants gained 800+ more qualified leads in a year from this touchpoint alone since launch.
We still have much to improve and learn. We are already working on a new PRUDiscovery 2.0 for a new customer segment and new platform integration for 2023 - 2027!
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