FinTech
LINK by Prudential Financial
Prudential is an American Fortune Global 500 and Fortune 500 company whose subsidiaries provide insurance, investment management, and other financial products and services to both retail and institutional customers throughout the United States and in over 40 other countries.
LINK by Prudential is a financial planning tool; a personalized experience that learns about the financial goals that are important to you and connects you with solutions and financial professionals to help you achieve those goals. No matter what changes come your way. LINK is flexible, guiding you throughout your financial journey.
Idea
For most people, the realities of personal finance are complex and emotional, making it difficult to create goals that tackle financial wellness head-on.
Customers don’t feel empowered and confident with the classic LINK experience and are demanding more transparency, flexibility, and; personalization before they share their details with us. They want the right solution at the right time and in context to their challenges.
Project Goals
Create a compelling, trusted, and optimized experience that not only educates customers but gives customers the platform to reach a personalized outcome faster and with fewer screens and questions, have greater control, personalization, and flexibility around the way they plan, manage, and commit to financial wellness.
To give customers control over their financial goals and simply be a helping hand along the way.
To reduce the complexity and simplify the design of our products and create a compelling and empowering experience that builds and grows trust with confidence.
Foster financial education, bring people’s life goals into focus, and drive behavioral change toward greater financial wellness.
To create and build an ever-evolving, device-agnostic, digital-financial suite of offers that serve customers for the rest of their lives, meeting them in the moments that matter, anywhere, any time.
Process
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Understand Customer Needs: Understand the financial goals, challenges, and preferences of Prudential and LINK's target customers. Conduct an audit on web-based experience at the time. Conduct user research, surveys, and interviews to gain insights into their behaviors, pain points, and expectations regarding financial planning and management.
Study Competitor Offerings: Analyze existing financial planning tools and applications offered by competitors to identify strengths, weaknesses, and opportunities for differentiation. Understand industry best practices and emerging trends in digital financial services.
Familiarize with Brand Guidelines: Understand Prudential's brand guidelines, values, and messaging principles. Align the design of the PWA with Prudential's brand identity to maintain consistency and build trust with customers.
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Conceptualization: Generate creative concepts for the PWA that prioritize simplicity, personalization, and user empowerment. Brainstorm ideas for features, functionalities, and user interactions that align with LINK's goals of providing a trusted and optimized financial planning experience. Adhere to Accessibility (ADA) compliant guidelines.
User Journey Mapping: Develop user journey maps to visualize the ideal path that customers would take when using the PWA. Identify key touchpoints, pain points, and opportunities for engagement throughout the financial planning process.
Feature Prioritization: Prioritize features based on their importance to customers and their potential impact on achieving LINK's objectives. Focus on core functionalities that address customers' immediate needs while allowing for flexibility and scalability in future updates.
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UI/UX Design: Translate conceptualized ideas into intuitive and visually appealing designs for the PWA's user interface and user experience. Create a clean and streamlined design that minimizes complexity and maximizes usability. Incorporate interactive elements, visual cues, and personalized recommendations to guide users toward their financial goals.
Prototype Development: Create interactive prototypes of the PWA to visualize how users will interact with the interface and navigate through different screens and workflows. Gather feedback from stakeholders and conduct usability testing to refine the design and improve user satisfaction.
Development and Testing: Collaborate with developers to implement the design into a fully functional PWA. Ensure that the application is responsive, optimized for performance, and compatible across various devices and browsers. Conduct thorough testing to identify and address any bugs or usability issues before launch.
Launch and Iteration: Release the PWA to customers and monitor its performance closely. Gather user feedback, analytics data, and usage metrics to identify areas for improvement and optimization. Iterate on the design and functionality of the PWA based on real-world usage and evolving customer needs.
LINK Classic
The Experience Tone
Perceptions are key to building and growing the trust of our customers. Customers expect brands to be reflective of the current and changing digital landscape. After much research and internal discussion, our design team felt it was time to move away from the old visual user interface and towards something that promotes this sentiment. We want LINK to be forward-thinking, innovative, modern, and confident, through a new more vibrant, and simplistic user interface, inclusive of a new Brand Playbook with Icons, Colors, and Typography.
Converstational Interface
An overhaul of the Branding Visuals with out-of-the-box brand guidelines and Accessibility (ADA) compliant, User Interface with a Conversational Interface and an optimized User Experience. Through this customer-centric experience, we’ve set expectations and laid out value proposition in the new pre-experience and created a dashboard that gives the user control to manage their financial goals and monitor their actions toward achieving those goals – (Retirement, Education, Life Insurance, Emergency Funding, etc.)
LINK Reimagined
To meet new mobile-first protocols, The Progressive Web Application (PWA) was used as a framework for reimagining LINK. This front-end framework renders the experience designs in a richer, more efficient way and enables experiences within the browser to deliver a higher performance rate than traditional responsive web builds; This PWA framework fosters not only greater mobile optimization, but is installable to your home screen-like a native app, and is offline ready.
Impact
1 Progressive Web Application
5K+ Downloads
65%+ Retention
35%+ Conversions
Credits
In Partnership with Prudential
My Role
Product Design Lead Consultant
Expertise
Digital Product Design | Digital Transformation | User Experience (UX) Design | User Interface (UI) Design | User Research | Design Strategy | User Research
Tools
Sketch + Invision + Adobe Creative Suite + MIRO + UserTesting.com