Overview

The Prudential internal B2B SaaS products empower various teams, including LBU sales, marketing, operations, and the sales experience team, to create customised mobile pages for selling insurance products. This innovative platform allows users to easily upload banners and incorporate relevant insurance business information, enhancing the overall sales process. With the ability to tailor mobile pages to meet specific needs, teams can effectively engage with potential clients and improve the user experience. By streamlining the presentation of insurance offerings, Prudential enables its teams to leverage technology for better sales outcomes and customer satisfaction in a competitive marketplace.

Business Objectives

Service Design Strategy

1. Service Blueprinting

• Create a service blueprint mapping all touchpoints, actors, and processes.

• Identify backstage processes and areas for automation.

2. Cross-Functional Collaboration

3. Ecosystem Mapping

• Visualize the entire product ecosystem, including third-party integrations.

• Ensure seamless communication between systems.

4. Experience Orchestration

• Design workflows to ensure users have a consistent experience across all channels.

• Monitor user satisfaction and resolve pain points quickly.

Enhancing end-to-end user experiences by aligning people, processes, and technology for seamless service delivery.

• Facilitate workshops with sales, marketing, and operations teams.

• Align stakeholders on service improvements.

UX Strategy

Vision

• To create an intuitive, scalable, and efficient platform that empowers internal teams to configure, launch, and manage insurance products seamlessly.

Goals & Measures

1. Enhance Usability and Efficiency:
   Goal: Reduce product configuration time by 40%.
   Measure: Track time-to-market metrics and user task completion time.

2. Empower Self-Management:
   Goal: Enable local business units (LBUs) to configure and launch products independently.

   Measure: Monitor the number of self-launched products and track support ticket reduction.

3. Improve Decision-Making:
   Goal: Provide clear product performance insights to stakeholders.
   Measure: User engagement with analytics dashboards and feedback on actionable insights.

4. Boost User Satisfaction:
   Goal: Achieve a CSAT score of 90%.
   Measure: Conduct regular user satisfaction surveys and usability testing.

Plan

1. Discovery and Research:
   Conduct stakeholder interviews, user surveys, and usability testing.
   Identify pain points and map user journeys.

2. Design and Prototyping:
   Develop wireframes, low-fidelity prototypes, and interactive high-fidelity designs.
   Perform iterative testing and gather feedback.

3. Implementation Support:
   Collaborate closely with product, engineering, and business teams.
   Ensure design consistency and provide design assets.

4. Validation and Continuous Improvement:
   Launch with a phased rollout.
   Collect post-launch data, analyze performance, and iterate based on user feedback.

Execution

Phase 1: Core platform design with essential product configuration and management features.
Phase 2: Introduce performance dashboards and enhanced analytics.
Phase 3: Implement automation for product launch processes.
Phase 4: Continuous improvement with user feedback-driven design updates.

By aligning the UX strategy with business objectives, this approach ensures a user-centric, scalable, and efficient insurance product management platform for Prudential.

It aligns design with business goals and user needs, ensuring a seamless experience.
It drives innovation and fosters continuous improvement across platforms.

• The goal is to enhance collaboration, ensure transparency, and optimise product performance using a user-centered design approach.

The Challenges

• Lack of Centralized Platform: Fragmented workflows and inefficient communication due to the absence of a unified system.

• Limited Visibility: Sales and marketing teams struggled to track product configuration progress.

• Complex Journeys: Legacy systems caused complicated user experiences, needing simplification.

• Scalability Issues: Balancing customization and standardization for diverse LBU needs.

• Data Gaps: Lack of actionable insights for informed decision-making.

• Resistance to Change: Users were hesitant to adopt new digital systems.

• Stakeholder Alignment: Managing diverse expectations across multiple teams.

The Solution

• Centralized Platform: Developed a unified system for seamless product configuration and collaboration.

• Enhanced Visibility: Added real-time dashboards for progress tracking and performance insights.

• Simplified UX: Designed intuitive interfaces to reduce complexity and improve user adoption.

• Scalable Design: Built flexible components to meet diverse LBU needs.

• Data Insights: Integrated analytics for actionable sales and user behavior insights.

• Change Support: Offered training and resources to ease the transition.

• Stakeholder Alignment: Conducted workshops and feedback sessions for continuous collaboration.

My Role

Lead Product Design

UX Strategy, UX Research, Led IA, Wireframing and Visual design prototyping and testing for web and mobile platforms and was involved in brainstorming research.

Team Lead

Led a team member of fourteen and worked closely with two designers for this project. I have mentored junior designers and maintained a collaborative and creative work environment.

Empathise

Target Users


Male and Female ages 20 to 60 older South Asian, LBU Sales, Operational team, Insurance agents, Business Leads and more

User Pain Points & Insights

In our first round of interviews, we conducted 3 out of 13 interviews with sales team to better understand their feelings towards and experiences with other E2E online platforms. I co-wrote our interview notes, which encouraged storytelling and guided conversation with participants.

User Research Summary

• There is no single platform where the business, sales, and product teams execute their plan.

• No product management online platform exists where I can see Transparent progress enabling LBUs to launch or withdraw products based on their marketing plan.

• There is no digital platform where I can review product sales and analyze user conversion of each distribution channel.

• I want flexibility in managing my insurance policies and payments.
Manage Insurance legal documents

Qualitative Research

Objective

Understand user emotions, pain points, and behaviors.

• Users faced difficulties with outdated interfaces and fragmented systems.

• Lack of transparency in insurance product launch status caused frustration.

• Users desired more control and flexibility in configuring insurance products.

Methods

• User Interviews: Conducted in-depth interviews with LBU sales teams, insurance agents, and operational staff.

• Focus Groups: Organized discussions to explore user experiences and gather suggestions.

• Observation: Monitored users navigating current systems to identify workflow challenges.

Insights:

Objective

Qualitative Research

Measure user behavior, satisfaction, and platform performance.

Methods

• Surveys and Questionnaires: Gathered feedback from a large user base to identify common pain points.

• Analytics Data: Analyzed usage metrics from existing systems to identify drop-off points.

• Benchmarking: Compared key performance indicators (KPIs) with competitor platforms.

Metrics Collected:

• User satisfaction scores

• Task completion time

• Error rates and success rates

• Conversion rates for product configuration

Insights:

• 70% of users reported delays in launching new insurance products.

• 60% faced challenges in managing product sales data.

• 80% desired a self-service platform to reduce dependency on technical teams.

USER PERSONA

Age: 34, Sales Manager, Digital Insurance Product

Michael Anderson

Attitude: Transparent progress enabling LBUs to launch or withdraw products based on their marketing plan. I believe that investing in my health is the key to living my best

Challenges & pain points

Tasks & activities

Touch points & channels

• Struggles with legacy systems that haven't adapted to modern practices.

• Finds difficulty aligning product development timelines with marketing campaigns.

• Experiences resistance to change from team members accustomed to outdated methods.

• Has trouble garnering clear customer requirements before product launches.

• Consistently review competitor offerings to identify areas for differentiation.

• Engage with clients to collect critical feedback regarding product performance.

• Prioritize product enhancements based on quantitative research and qualitative input.

• Attend training sessions to stay updated on industry standards and regulations.

• Struggles with legacy systems that haven't adapted to modern practices.

• Finds difficulty aligning product development timelines with marketing campaigns.

• Experiences resistance to change from team members accustomed to outdated methods.

• Has trouble garnering clear customer requirements before product launches.

User Journey Map Key Features

DEFINE & IDEATE

We combined our research and observed where our target users’ problems existed. We analyzed our insights using affinity diagramming, a method for gathering large amounts of data and organizing them into groups or themes based on their relationships.

Starting the Design

• Paper Prototypes

• Digital Wireframes

• Low-Fidelity Prototype

• High-Fidelity Prototype

• Usability studies

I used

Pass Design System

to create the amazing design

Prototype

A final UX prototype is a near-final version of a digital product or interface that is ready to be handed off to the development team. It is an interactive model that simulates the user experience and is used to validate the design concept before the final product is released.

Metrics to Measure Success

User Experience Metrics:

• Task Completion Rate:
  Input: Number of users completing product configuration tasks / Total number of users attempting tasks
  Goal: >90% completion rate

• Time on Task:
  Input: Total time taken for configuration tasks / Number of tasks completed
  Goal: Reduce time by 30% within 6 months

• Error Rate:
  Input: Number of configuration errors / Total configuration attempts
  Goal: <5% error rate

• User Satisfaction (CSAT):
  Input: Survey score from users (1-5 or 1-10) post-configuration
  Goal: Achieve a CSAT score of 4.5 or above

Business Impact Metrics:

• Time to Market:
  Input: Average time from product configuration to launch
  Goal: Reduce time to market by 40% within a year

• Sales Conversion Rate:
  Input: Number of sales through configured product pages / Total visits to product pages
  Goal: Increase conversion rate by 20%

• Product Launches:
  Input: Number of products configured and launched per quarter
  Goal: 10-15 product launches per quarter

• Operational Efficiency:
  Input: Reduction in manual tasks reported by teams
  Goal: Achieve 50% reduction in manual work

Adoption & Engagement Metrics:

• Active User Rate:
  Input: Number of active users per month / Total registered users
  Goal: Maintain an 80% active user rate

• Feature Utilization:
  Input: Frequency of feature use (e.g., banner upload, sales rule configuration)
  Goal: Ensure 70% of users engage with core features weekly

• Training Completion:
  Input: Number of users completing training / Total enrolled users
  Goal: 90% training completion rate within the first 30 days

Performance Metrics:

• System Uptime:
  Input: Total uptime hours / Total operational hours
  Goal: 99.9% uptime

• Page Load Time:
  Input: Average time for a page to load (measured in seconds)
  Goal: <2 seconds per page

• Issue Resolution Time:
  Input: Average time taken to resolve user-reported issues
  Goal: Resolve 90% of issues within 24 hours