Household Capital, a retirement funding provider specialising in reverse mortgage options, recently expanded its offerings by adding a new service. I helped Household Capital to integrate this service into their existing user experience.
Brief
As the primary UX/UI designer on this project, my role was to redesign and refine the user flow for the calculator on the homepage, implementing necessary improvements to ensure it meets user needs and provides a seamless experience.
I was responsible for managing client stakeholder expectations, presenting project milestones during development, and collaborating closely with other designers for support throughout the project.
Client
Household Capital (HHC)
Role
UX Design
UI Design
Responsibilities
User flows
Info architecture
Low fidelity wireframing
High fidelity UI mockups
Design Systems
Problem
The recently acquired service operates on a separate homepage under the original Pensionboost branding and is accessed via a link on the main homepage. This separation may lead to confusion among the main target audience of retirees, particularly those who are not tech-savvy.
User Sentiment
Users may mistaken the service as a separate entity which could lead to confusion
Users may fail to notice the link and miss the service completely
Users must complete each calculator separately to check their eligibility, which can be troublesome for those wanting to check both services.
Solution
Refine the user flow and repurpose the existing calculator on the main homepage to accommodate for both services. Provide a seamless experience focusing on guiding users including presenting clear options and follow up steps.
Business objective - Enhance user experience and customer engagement to increase conversion rates
Addressing Business
Needs
Integrate the new service with the correct branding to clearly indicate it is part of the main site
Redesign sections of the homepage to educate users about the new service
Refine user flow so users will be able to access both services
Impact
Originally, the project was intended to be a one-time project based on previous work completed with the acquired service. However, due to its success and positive reception, HHC decided to become a retainer client with engagement on a monthly basis. This ongoing collaboration has opened up opportunities for further projects, such as optimisation and additional creative and marketing projects.
Outcome
Client signed on as a retainer
Kickstarted other initiatives such as optimisation
Opened up opportunities for other departments in the business such as creative and marketing
Design process
Concept & Development
User flow
Wireframes
