The persona
Through research that had been completed by the customer insights team, I created the persona below that was the focus for the new 'Personal Pension' product.
A three-stage process
Working in a Scrum team as part of a wider Scaled Agile Framework (SAFe) team structure, I collaborated with other design team members in the L&G product team to begin the process of creating the new investment product from a customer-centric perspective. We worked through a three-stage process: Inspiration, Ideation and Implementation.
We analysed how our competitors and other innovative brands were speaking to their audience and what kind of experiences they were offering.
Prototyping and testing
When the designs were ready for user feedback I created a functioning prototype using Invision and Sketch. We also used this to share progress with the business and track changes to continually iterate and improve, from prototype v1 through to v47.
I conducted both online quantitative and in-person qualitative user-testing to validate the end-to-end journey and overall experience. The online testing was done via Usability Hub. We used screener surveys to ensure respondents belonged to our target audience.
The final designs
I created the final designs across desktop, tablet and mobile breakpoints.
The full journey
Here is a video walkthrough of the full end-to-end application journey.
Launch
The Personal Pension project launched with great success. It was the first product L&G built to run on a new wealth management platform engine, enabling future products to be built with relative ease. It also received great user feedback about how easy the process was to complete and how smooth the application process was.