Case StudyPrudential Financial Wellness Assessment
Intro
As the Design Lead at Prudential, my job was to create the Financial Wellness Assessment tool. This tool is meant to help our users learn the basics of managing their money. My main focus was to make sure the tool was easy to use and helpful.
Design Process
01 Emphasize Some of the pain points
As the Design Lead at Prudential, I was tasked with developing the Financial Wellness Assessment tool, a crucial initiative aimed at enhancing financial literacy among our users. The primary challenges identified for this project were:
Limited Financial Literacy: Many users lacked basic financial knowledge, making it difficult for them to make informed decisions about their finances.
User Engagement: Engaging users in a topic as complex as financial planning was challenging. The tool needed to be both informative and captivating to maintain user interest.
Complexity of Financial Concepts: Financial concepts can often be complex and overwhelming. Simplifying these concepts without losing their essence was crucial for user comprehension.
02 Define: Understanding our users
Following our in-depth exploration of user pain points, we have crafted detailed personas to better represent the diverse spectrum of our user base. These personas are vital in guiding the design of our Financial Wellness Assessment tool, ensuring that it is tailored to meet the specific needs and address the unique frustrations of our target audience.
03 Competitive Analysis/Audit
Through a comprehensive review of financial wellness tools from institutions like the Consumer Financial Protection Bureau, Vanguard, and Money Management International, we've identified key user-friendly features and areas for enhancement.
Vanguard
Money management
Consumer Finance
04 Competitors Analysis part 2
The audit reveals a gap in the current offerings; most financial wellness questionnaires lack visual elements that could demystify complex information and create a more relatable experience. In the next phase, we'll seek out examples that bridge this gap, combining informative content with illustrative aids to craft an intuitive and visually engaging user journey. This exploration will guide the enhancement of Prudential's assessment tool, ensuring it not only informs but also resonates with users on a visual level.
In my exploration on Dribbble, we discovered designs that show how visuals can make questionnaires more engaging and easier to understand. Using simple yet appealing illustrations helps break up text and guide users through questions, creating a friendlier experience.
05 Ideate: User flow
The user flow illustrated below, delineates the journey of our target users—capturing each key interaction from start to finish.
06 Low fidelity prototype:
Following our comprehensive competitive analysis and user feedback on financial assessment tools, we crafted low-fidelity wireframes. These preliminary sketches serve as a visual blueprint to refine our understanding and address user needs effectively in the Prudential Financial Assessment tool.
*Each number on the wireframes points to a specific component used.
1.) Group Navigation: Complete a group (Finance, Planning, Profile) to proceed to the next set for a comprehensive assessment.
2.) Visual Indicator: Each question has a visual representation that changes based on user input, such as emojis reflecting emotional responses or relevant icons symbolizing the context.
3.) Multiple Choice Selection: It prompts users to select their response visually and may change the accompanying indicator based on the choice.
4.)Navigation Arrows: Users can move forward or backward, controlling the assessment pace.
*Each number on the wireframes points to a specific component used.
1.) Navigation Menu: This is where users start their journey, accessing various tools and insights from the home screen
2.) Log-in Button: Users can log in to access personalized features and save their progress.
3.) Profile Creation: New users can create a profile to customize their experience and receive tailored advice.
4.) "Get Started" Button: Initiates the assessment, engaging users to begin their financial wellness journey.
07 high fidelity prototype:
Transitioning from low to high fidelity, we meticulously detailed our wireframes to create a polished and interactive prototype for the Prudential Financial Assessment tool.
the finance category, invites users to reflect on their current financial status with a positive, reinforcing message. The smiling emoji adapts to user responses, providing a visual and emotional touchpoint throughout the experience. Checkboxes below the main question prompt users to consider specific financial concerns, encouraging a thorough self-assessment of their financial health.
In the planning section, users encounter a forward-looking question about their retirement savings, accompanied by a neutral, contemplative emoji. This screen is designed to prompt users to think strategically about the future, bridging the gap between current finances and future goals. The simplicity of the response options encourages honest reflection and straightforward navigation through the assessment.
The profile category personalizes the experience by asking users to identify themselves, enhancing the assessment's relevance to their situation. The selection of identity options is visually supported by a diverse range of icons, symbolizing Prudential's commitment to inclusivity. This screen gathers demographic insights, which are crucial for tailoring subsequent financial advice and recommendations.
08 User testing:
For the user testing phase of our design case study, we utilized UserTesting.com to conduct sessions with ten participants representative of our target audience. During these sessions, we gathered valuable insights and direct feedback on each section—Finance, Planning, and Profile—informing further refinements to our design.
09 Post-Validation Triumph:
After a robust validation process with stellar user testing outcomes, the project was successfully transitioned to the development team. Upon launch, the Prudential Financial Assessment tool experienced a significant uptick in user engagement, marking a noteworthy achievement in user-centric digital tool deployment.