The challenge

Existing checkout journeys were not performing as desired:

• Digital offering wasn’t responsive for mobile

• Dropoff rates were around 20% at each step of the journey

• Due to technical constraints with a 3rd-party provider, payment screens needed to live at the end of the journeys

My role

As lead content designer on the project, I was directly involved in every aspect of the cross-functional design process:

• User research and testing

• Journey analysis and mapping

• Content strategy and information architecture

• Wireframing and prototyping

• Product marketing content creation

The approach: user research and analysis

To determine the behavioural and informational pain points among our key user segments, I conducted 2 types of research alongside the lead designer:

• Face-to-face user journey walkthroughs

• Surveys surfaced in the live experience

We then developed an experience map to document our findings.

The approach: user personas

Our research also showed that a lack of investment understanding was one of the biggest barriers to entry. As a ‘do it yourself’ product, users often needed more direction and reassurance than the existing offering provided.

With this information, I decided to redefine our audience based on their levels of experience rather than demographics. We then developed 3 new user personas:

The approach: design development

We stripped the existing product designs right back, building it from the ground up through an iterative process of wireframing, prototyping, testing and experience re-mapping.

For the new offering, we developed a frictionless 5-step journey enabling the user to choose their risk level and set up an initial investment amount.

I redesigned and rewrote all product content - turning complex technical data into information that resonates with total newbies and experienced investors alike.

The impact

Key content design improvements:

• End-to-end content reduced by two-thirds

• Congested 12-step journey condensed to nine

• Supporting information moved into tooltips at key micro-moments

Key performance improvements:

• 60% increase in conversions per session

• 50% reduction to average drop off rate (from 20% to 10%)

The challenge

L&G had previously only offered this type of pension via an offline fund management service. It was very technical, complicated, time consuming and aimed at experienced investors or wealthy households with an income over £250,000.

The digital offering needed to negate many friction points and emotional barriers - it had to be paper-free and accessible to a much wider audience.

As well as implementing a core checkout journey for this new product, I was also tasked with developing landing page content to drive traffic as well as a post-sale account management platform.

The approach: product concepting and development

We decided to develop our MVP proposition for the audience with the most potential for growth - inexperienced or less confident investors.

Folllowing the success of the Stocks and Shares ISA, we used the same ‘we do it for you’ concept based on different risk vs reward levels. The main difference being that, once a customer has chosen their risk level, L&G’s investment managers would then personally build the fund portfolio.