Elevating Financial Wellness
Standard Life
2023
Product Design
The challenge
Standard Life’s financial guidance in the dashboard was static and often irrelevant. For example, younger customers in their 30s were reading about pension withdrawals and death benefits, completely out of sync with their life stage.
The goal was to move from a disconnected experience to something personalised, useful, and genuinely human-centred.
My Role
I led the UX design for this project over three months. I worked closely with the Product Owner, analysts, and developers from discovery all the way through to UAT, making sure the final product hit the right balance between business goals and customer needs.
Impact
61% increase in engagement: Monthly page views rose from 25k to 47k.
Beat the 12-month target: Projected 570k views vs 200k goal.
This project not only improved user engagement but also aligned closely with Standard Life’s business objectives of promoting financial wellness.
What I did
I helped Standard Life turn generic financial content into meaningful, personalised guidance, making financial wellness actually feel achievable for real people.
Audited the current dashboard: Mapped out existing journeys, reviewed analytics, and identified gaps.
Defined customer segments: Age, life stage, and financial goals were key drivers.
User story mapping: Helped uncover mismatches between content and what customers actually needed.
Ran workshops: Mapped relevant guides and tools to each customer segment.
Designed a personalisation model: Used customer data to surface content that matched their journey, without asking them to do extra work.
Key design solutions
Personalised dashboard experiences tailored to life stage and plan type.
Optional customisation so customers could tweak their dashboard, if they wanted to.
Prioritised accessible, relevant guidance across all life stages, from “Starting Out” to “Accessing Pension Funds.”
