Standardlife.co.uk

Standard Life

2022

UX optimisation

Teal Flower
Teal Flower
Teal Flower

The challenge

After the acquisition of Standard Life from Phoenix Group, the marketing strategy was refreshed in 2022 and the plan was to promote personal pensions and consolidation to consumers. The existing pension journey was designed years ago based on old design guidelines and wasn’t promoted on standardlife.co.uk.

My Role

In 2022, I was the lead UX designer for https://www.standardlife.co.uk - with 250k monthly users. As part of this project, I had to evaluate the existing pension journey, update the look and feel using the latest UI components and increase the conversion rate. I also worked closely with marketing, content writers, and an agile product squad to deploy landing pages and A/B tests to increase pension applications.

Impact

  • Reduced the drop-off rate of the personal details form by 51%

  • Run A/B testing using Google Optimize to increase the conversion rate of the CTA buttons to increase pension applications by 39%.

  • Found the best-performing CTA button which increased conversion by 62%.

Auditing the existing user journey

I conducted a usability testing round to evaluate the existing user journey.

Researching objectives

  • Starting from the homepage. How easy is it to find where to start the pension application process?

  • What’s the average time that would take visitors to start the application process?

  • Starting from the homepage. How easy is it to find where to start the pension application process?

Metrics: Ease of use and time on task.

Method

I used usertesting.com to run 8 usability tests, created a screener and recruited people who currently have a personal or workplace pension elsewhere.

What did I learn?

  • 3 mins 46 secs was the average time to find where to start the application process

  • 5 mins 40 secs was the average time to complete the pension application process.

  • When people interacted with the ‘I want to’ dropdown on the homepage, they got lost on the pension contact details page.

  • People couldn't navigate easily to the pension product pages.

  • People found it difficult to locate a clear call to action button to start the application process.

I created a presentation with observations and recommendations and worked with stakeholders to prioritise them.

Improving the user journey to increase conversion rates and reduce drop offs

On the back of the usability testing, I made small UX tweaks based on my recommendations and redesigned the user interface to bring it up to date with our new design system in Figma.

I worked with an Agile product squad to support the development team during the development phase.