Prudential Singapore

Background

Prudential is an international company with a wide range of product offerings in insurance, savings, and investments.

I developed 2 design concepts (desktop & mobile) for the Prudential pitch based on the research conducted by another company & deep analysis of competitors. Designs are easy to use and at the same time focused on reaching the Prudential business goals.

Business objectives are to improve digital presence to match/exceed competitors, improve online user experience, simplify content management.

Both concepts promote persona-based approach which allows the user to reach the goal more quickly and in an easy and intuitive way.

Initial Design Concepts

Focusing on the users

When the project was officially kick-started, we started working on developing the real design concepts. This process starts from a deep analysis of research findings from other vendors and our own heuristic analysis. We also researched on Prudential competitors, checking on their strengths and weaknesses.

The user-friendly design needs to be based on user research findings. Our user flow and navigational patterns creation process is fully driven by our target audience and deep client insights. We build experience maps for our personas to have a clear representation of obstacles and missing opportunities for our users. The findings from user interviews & usability testing on the current website helped us to shape the final design solution.

Wireframe concept

For all the important templates we framed the solution using the wireframes first and then iterate it with the stakeholders’ & users’ input.

We based our IA and the navigational patterns on the user research outcomes and the outcome from the card sorting workshop. The design goal for both is to achieve a much better simplicity level and spread all the information within the website in a logical manner.

Final Design

We iterated our initial design concept with the client and user testing to come up with the final solution. It is fully responsive, modern, and user-friendly at the same time.

Mobile Design

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