Journey design for digital retirement advice
I worked with a team of developers, product owners, marketing colleagues and other
designers rapidly iterating on the pilot and launch of Standard Life's
online retirement advice service.
We designed the service to augment the role of a traditional
financial advisor helping customers make sense of the various sources of money they can use to fund their
The project posed interesting design challenges including financial literacy and
requirements. Our key focus was on reducing cognitive load throughout the journey and
giving value back as early as possible to keep users from dropping out. When I left the project we had
reduced the initial drop off rate from 90% to 10%.
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