SponsorFit Project

Problem

My Role

Team

Plan Sponsors, the employee admins of AIG’s retirement plan management portal, frequently call the AIG service team for tasks that they should be able to complete through the landing page.

Product Designer, Lead Visual Designer

1 PM
2 Product Designers
6 Engineers
1 QA Analyst

Impact

Skills

Timeline

The design updates resulted in a 23% increase in logins per week and the support team reported a reduction in calls. There was also a improved task success rate and decreased time on task.

UX Research, Usability Testing, Workshop facilitation, Visual Design.

1 month

SponsorFIT, an online retirement plan portal, helps AIG clients manage their company's group retirement plans. Plan Sponsors, company employees overseeing retirement plans, relied heavily on AIG support for simple tasks, leading to both low usage and low customer satisfaction scores.

TEAM OKRS

60% reduction in # of monthly calls to the AIG support team.

Improved customer satisfaction surveys.

30% increase in monthly site logins.

Increase in DALBAR Score by 10+ points. DALBAR is an organization in the financial community that evaluates and audits financial products.

Project Impact

70% reduction in # of monthly calls to the AIG support team.

Improved customer satisfaction surveys.

23% increase in monthly site logins.

20 point increase in DALBAR score. The highest metric increase was for “ease of use of digital product”.

Research

Goal: To understand the current relationship between plan sponsors and AIG’s customer service team, and why they relied so heavily on the team.

Method: My PM and I interviewed 8 Plan sponsors, and also conducted usability testing on the existing landing page.

Our high level findings

Plan Sponsors often doubt their ability to complete tasks or find information independently.

Plan Sponsors, who juggle multiple roles, value expert assistance with plan and participant queries.

Plan Sponsors are unaware of how to improve their plan health if they realize it is not performing well.

WORKSHOP OVERVIEW

Goal: To come out of the workshop with consensus on the landing page features + data points.

Method: 2 day workshop with business stakeholders + product team.

DAY 1
Research readout
Competitive analysis
Sketching
Presentations
Voting + discussions

DAY 2Finalizing data points
Feasability discussions with engineering team

Part 2

Usability Testing

Goal: To test a few key features on the existing landing page. We tested the annoucements component, and the most frequently performed tasks: changing plan adminstrator and changing monthly contributions.

Method: Moderated usability testing with 10 Plan Sponsors.

Plan sponsors often miss announcements and actions because of the hierarchy and placement of the content in the alerts section.

Some tasks were difficult to complete because most plan sponsors didn’t understand the more complex financial terminology.

Key opportunity 1: Annoucements redesign

Goal: To separate tasks that need immediate attention from the general announcements section.

Redesign: I made the decision to separate company wide annoucements from task notifications. By placing tasks in a notification component that would be accessed through the header, users can see their tasks regardless of which section of the website they are on.

Key opportunity 2: ADD IN RELEVANT DATA POINTS

Goal: To add the most frequently discussed data points to the landing page, so they available digitally to all plan sponsors.

Redesign: The plan card included the asset breakdown along with a separate section of all of the important data points. I included quick links for commonly performed tasks.

Key opportunity 3: Provide Educational Resources

Goal: To help Plan Sponsors of all levels understand the topics + terms they need to succesfully monitor their plans.

Redesign: The plan card included the asset breakdown along with a separate section of all of the important data points. I included quick links for commonly performed tasks.

Increasing monthly login rates by 23% for the AIG retirement services portal