Prudential's First Direct to Consumer Product, GIFT
PRUDENTIAL    |    2016 - 2019

The Challenge

Transform Prudential, which sold products traditionally through an advisor, by launching a direct to consumer annuity.
MY Team
  • UX / UI
  • Product Owners
  • Developers
  • Stakeholders
  • Legal
  • Compliance
MY ROLE
  • UX Design
  • UX Research
  • Usability Testing
  • Design Workshops
DELIVERABLES
  • Wireframes
  • Site Maps
  • IA documentation
  • Sketches
  • Prototypes
  • Design Documentation
TOOLS USED
  • Sketch
  • Jira
  • Invision
  • HTML / CSS
  • Pen & Paper
  • Post Its
Phases
  • Research
  • Planning
  • Design
  • Testing
  • Design Documentation
  • Iteration
BACKGROUND

Guaranteed Income For Tomorrow, GIFT, is a product that I launched and worked tediously on for over a year.

The goal of the product was:
1. Launch a Direct-to-Consumer Annuity product.
2. Create a cohesive experience from the marketing site, through an online application, on through to an authenticated experience.
3. Once launched, optimize the experience from the marketing site through the application.

Design Thinking Process
research
  • Market Analysis looking at other companies in the space: financial companies, dashboards, banking, new apps and experiences.
  • Moderated Testing with fellow Prudential employees for initial in person testing.
  • 5 users were interviewed about the product and experience.
  • Conducted many tests with usertesting.com
Post Launch Optimization
  • Improved marketing website to drive customers through the funnel with an enhanced product description.
  • Mobile Enhancements