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

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.

Problem

• 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

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

Led UX Strategy, Research, IA, Wireframing, and Prototyping for web and mobile platforms. Conducted user research, usability testing, and iterative design to enhance user experience. Collaborated with cross-functional teams to drive innovation and align design with business goals.

Team Lead

Led a team of 14 members, collaborating closely with two designers on this project. Provided mentorship to junior designers, ensuring their growth and skill development. Fostered a collaborative and creative work environment, encouraging innovation and teamwork to achieve project goals effectively.

User Research

Target Users

• 
Male and Female ages 20 to 60 older South Asian.

• LBU Sales, Operational team, Insurance agents, Business Leads and more

Qualitative

(Empathy & Deep Understanding)

• No centralised platform for sales teams to configure and track insurance products.

• Lack of transparency in product launch and management.

• Manual processes slow down product setup and approvals.

• Need for faster product configuration with predefined templates and automated workflows.

• Sales teams struggle to access real-time performance metrics to track user conversion and engagement.

• User Interviews: Conducted 13 in-depth interviews with insurance agents, sales teams, and product managers to understand their pain points.

• Contextual Inquiry: Observed how sales teams currently configure and sell insurance products.

• Focus Groups: Engaged different departments (sales, marketing, and operations) to identify cross-functional challenges.

Key Insights

Quantitative

(Pain Points & Needs)

(Data-Driven Validation)

• Survey: Collected data from 250+ users to identify usability challenges and workflow inefficiencies.

• Analytics Review: Assessed existing sales data to understand drop-off points in the product setup process.

• A/B Testing: Compared different UI layouts to optimize usability and workflow efficiency.

Key Findings

• 80% of users want an intuitive, self-service product setup experience.

• 65% of sales teams report delays due to approval dependencies.

• 40% increase in sales conversion when users have access to real-time product performance data.

User Journey Map

User journey mapping visualizes a user's interactions with a product or service, highlighting pain points and opportunities for improvement.

Competitor Analysis

To ensure Prudential’s Sales Management (Insurance Product Configuration) platform remains competitive, we analysed key players in the insurance technology space. The focus was on their product offerings, user experience, features, and differentiators.

• Ease of Configuration: Competitors like Duck Creek offer low-code solutions. Prudential can leverage drag-and-drop product setup to simplify configuration.

• Automation & AI: AI-driven recommendations and automated workflows can improve efficiency, similar to Salesforce’s AI-driven insights.

• User Experience: Simplifying product setup and integrating real-time analytics will enhance usability, making the platform more competitive.

• Customisation & Scalability: While competitors offer enterprise-level solutions, Prudential can focus on flexibility for mid-sized and large insurers.

Competitive Insights & Opportunities

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.

Sales Performance Dashboard

The Prudential Sales Performance Dashboard provides a centralized, data-driven solution for tracking and analyzing sales performance. By offering real-time insights, user conversion metrics, and distribution channel analysis, the dashboard empowers sales teams to make informed decisions, optimize strategies, and drive business growth. With its intuitive interface and actionable analytics, it enhances efficiency and ensures better alignment between sales goals and market demands.

Conclusion

Usability testing for Prudential Insurance Product Configuration provided valuable insights into user behavior, preferences, and pain points. By observing real users navigating the platform, we identified areas requiring improvement and validated design decisions.

Implementing the feedback from usability testing will ensure a more intuitive, user-friendly experience, empowering sales, marketing, and operations teams to manage insurance products efficiently. This iterative approach will contribute to higher user satisfaction, increased adoption, and improved business outcomes.

Continuous usability testing and refinement will further enhance the platform's effectiveness, supporting Prudential's goal of delivering a seamless and efficient insurance management experience.

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