REDESIGN of ONLINE PORTAL for ELEVATING ONLINE ENROLLMENT

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PROJECT DEFINITION

Our client for this project was one of the largest providers of investment accounts and mutual funds in the world. They provided us with a brief outline about their goal of increasing online enrollment in their retirement account. Also, they wanted to encourage clients to use online resources. In order to ensure the confidentiality, we name the company Voyager Financial.

Due to the limited time and scope of the project the project was focused on re-designing the boarding experience rather than visuals.

INVOLVED MEMBERS

Sana Behnam, Zoe Zhao, Maya Jenkins, Marie-Josee Huard, Luiza Souza Corrêa, Rhys  Gruebel, Amy Spencer, Jack McDermott-Sweeney ,Michael Fletcher, Brian Stone

RESEARCH METHOD

The first step was to determine the key areas within the client’s industry, and in relation to their users, which served as starting points for research and exploration towards opportunities for ideation.

In order to address users' and our client's needs and expectations the research process included online surveys, interviews, competitor analysis and review of registration best practices. Based on primary and secondary research Two Personas were developed to help us with understanding users' behaviors and build empathy toward their needs.

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TWO PERSONAS

Personas were based on main challenges and needs of users. Laura's persona was aiming experienced investors that are looking for a professional set of tools. On the other hand, Roberto's persona was towards young investors that were looking to further their investment skills while addressing their short term and educational financial goals.

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NEW REGISTRATION METHOD

This system would create a framework to generate online accounts automatically for the employees.  Shortly after being hired during a collaboration with the Company’s HR department, Voyager could capture user’s personal information and establish a profile behind the scenes on his behalf.

A Journey Owner would initiate a welcome email to users, informing them of the account and providing them temporary credentials to access it and start the registration process in a really short time without a need to go through time consuming form filling process.

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TWO JOURNEYS

Two Journey roads were designed to address specific needs of our personas. The first journey and design was dedicated to Laura's needs as a new business owner and the second journey was specific to Roberto's needs as a new investor.

SELECTED RESULTS

Through clear introduction of value exchange, with an emphasis on growth mindset there would be opportunity to engage investors and users in online registration. There was need for education and clear visualization of options in order to motivate users to participate in the online registration process.

Also, having a positive attitude towards investment was one of main aspects of engagement. Knowing that financial investment would be possible for everyone based on personalized advisory and building habit over time was of great importance. Users could start small and eventually move towards their bigger goals.

  • Strategic Partnerships
     

  • Seamless Transitions
     

  • Strong Support/Help system
     

  • Straightforward Registration
     

  • Seeing Long-term and Short-term Benefits
     

  • Having a Comparison Between Different Scenarios and How Life Events Would Change Their Investment Process
     

  • Setting Personal Goals and Personal Achievement Timeline

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  • Improve the Communication Between User and Voyager and Make it Richer by Storytelling and Narrative.

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  • Personalized Financial Content
     

  • Scenario Based Visualization Tools

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© 2019 by Sana Behnam

sana.behnam@gmail.com