Architecting the product for each persona.
Our client’s ask:
Integrate 30+ marketing/vanity sites into a unified responsive site architecture to align customer, business and advisor experiences with persona and user driven research for delivering interaction and visual design for phased delivery.
The Challenge.
Multiple business unit stakeholders were non-aligned at kick-off with corporate divisional financial ownership and sign-off. Significant rounds of research and strategy had to be provided from detailed analysis to C-Suite summary recommendations. Vanity sites were non-unified in messaging and heavily product and service segmented while research reflected goal orientated patterns in browsing and searching.
What’s at stake.
Prudential is one of the largest financial institution in the United States. The total revenues of Prudential Financial has increased with fluctuations between 2006 and 2021. The total revenues of the U.S. insurance and financial services company amounted to approximately 70.9 billion U.S. dollars in 2021.
Billions in Revenue Managed
The Approach.
(Part Two)
Stakeholder Interviews
Assess Benchmarks of Project Success
Conduct Quantitative, Qualitative Persona Research
Develop Personas
Content Audit
Marketing and Site Metrics Evaluation
Card Sort Prep, Polling
Conduct Quantitative Architecture Research (Open Card Sort)
Card Sort Quantitative Analysis
Propose Site Map (Preliminary IA) with business stakeholder socialization
Wireframe Prototype User Testing and Analysis
Update Wireframes with stakeholder alignment
Navigation/Wireframe Modeling with stakeholder feedback
Validate the Site Architecture (Closed Card Sort)
Finalize Site Map
Creative Design Content Architecture Wireframes, Stakeholder socialization
Navigation/Wireframe Modeling with stakeholder feedback
Interaction Patterns/Guidelines
Visual Design Frameworks
“The interesting thing is our employees started to ask us (2018), ‘Okay, that’s what you’re doing to transform the company, but what are you going to become?’ Because you can’t shrink your way to greatness. And so we realized, as we talked to employees, that we needed to create a new vision for Prudential in the future, which is completely aligned with our purpose.”
CEO Charles Lowrey Interview, McKinsey Inside the Strategy Room Podcast
The Intelligent Solver Relationship Model
The Intelligent Solver concept is brought to life through an evolved relationship model. This model provides a holistic vision of how Prudential interacts with its constituents.
In the Evolved Relationship Model, Individuals are in the center and the relationship between them, their Intermediaries, Institutions or Influencers is enabled by Prudential who provides a platform for more seamless interactions.
CX & EX Archetypes
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INDIVIDUALThe end purchasers or users of Prudential products and services, who ultimately invest and benefit throughout their lifetime.
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INSTITUTION
An institutional client who makes decisions on behalf of their employer, union, or affiliated institution that benefit an organization of individuals.
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INTERMEDIARY
Prudential’s referrer of individual and institutional clients, for whom they manage investments and provide consulting and advising services.
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INFLUENCERAn opinion shaper who can directly or indirectly impact the actions, behaviors and decisions of individuals, institutional clients and intermediaries.
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PRUDENTIAL
The prospective, current and former associates who support products, services or the enterprise itself.
“And that new vision is to become a global leader in expanding access…And as you might guess, we have three parts to that vision. That is to invest in our growth businesses, focus on our customers, and create the next generation of solutions.”
CEO Charles Lowrey Interview, McKinsey Inside the Strategy Room Podcast
Prioritized Personas
Architecture Open Card Sort Analysis
- P. Mouser, Account/Project Manager, Accenture
“Josh brought a tremendous amount of expertise to this project. The client was attempting to overhaul and consolidate existing web properties for five businesses. This meant coming up with logical navigation schemas that were both user centric but also supported the nuanced differences in information between the businesses.
JoshwasabletostructureaplanforcreatinganewR1architecturethroughfocuseduserresearchandcollaborativeworkshopswiththeclient.Thisplanwasthoroughandthoughtfullysequenced.”
Architecture Closed Card Sort Report
Final Experience Architecture
Visual Content Designs
- P. Mouser, Account/Project Manager, Accenture
“He (Josh) effectively coordinated designers, Prudential researchers, senior stakeholders and 3rd party vendors to reach this outcome. I also thought Josh did good work in client workshop sessions. He was able to clearly articulate his methodology and facilitate discussions that were valuable to both the client in articulating their objectives and aligning on approach, as well as for the quality of the site research activities.”
CEO Charles Lowrey Interview, McKinsey Inside the Strategy Room Podcast
(Duringthepandemic)“Wecouldoperatefasteranddomore.Wejokeandsay,‘Ifyouhadaskeduspre-pandemic,wewouldhaveputtogetheramultidisciplinetaskforce,studieditfortwoyears,andsaiditwasimpossible.’Thebiggestsurpriseforuswasthatwecouldchangeasquicklyaswedid.Wecouldoperatefasteranddomore.”