REDESIGN of ONLINE PORTAL for ELEVATING ONLINE ENROLLMENT

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Overview

Redesign of a new user experience for Voyager financial portal to increase the online registration and enrollment in the retirement account.

Year

2019

My Role

UX Researcher, Designer , Persona, User Journey,

Prototyping

Tools

InVision, Adobe suite, Sketch

Team Size

10 member

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".

Process

In this project I was involved in all stages of the research, analysis, design, and prototyping process.

1/Research

Literature Study

Qualitative Interviews

Survey

Process Mapping

Service Blueprint

Market Research

Competitive Analyses

Registration Best Practices

2/Discovery

Concept Organization

Journey Mapping

Personas

Information Architecture

3/Ideation
 

Wireframing

Prototyping

Knowing the Industry

The first step of the research 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.

The first step of the research 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.

The first step of the research 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 finding the gaps and opportunities for ideation. The competitive analyses were conducted in terms of quality of onboarding, aesthetics, and tone of communication.

Current System

Analyzing the current system and identifying the touch points helped with finding the gaps and opportunities for improvement. This analysis provided an insight into the current enrollment system and sign up system.

With a clearer understanding of the enrollment and sign-up processes, we used a service blueprint sketch to put those processes in context of a newly hired employee by the main company. This visualization enabled us to explore the systematic relationships between the employee, main Company, and Voyager Financial. This activity led to the idea of the all-in-one portal system.

Qualitative Interviews

I interviewed people of age groups between 20-60 years, with diverse backgrounds to understand their approach towards investment, online investment experience, motivations, goals, previous experiences, retirement plan, personal stories, amount of preferred saving, and use of voyager's online portal.

By performing in-person semi-structured interviews and conducting surveys, I learned existing user behaviors in terms of investment goals and retirement plans.

Opportunity Areas

Based on primary and secondary research we were able to identify key touch points and opportunity areas for ideationa and further exploration.

  • Strategic Partnerships

  • Security, Privacy, & Trust

  • Tone of Voice

  • Storytelling

  • Engagement

  • Call to Action

  • Empower & Educate

  • Future Path

Personas

Based on research our findings about opportunity areas Two Personas were developed to help us with understanding users' behaviors and build empathy toward their needs.

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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Journey Maps

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.

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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.

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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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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Let's Connect

Feel free to reach out for collaborations or just a friendly hello!

sana.behnam@gmail.com