Canada Life - Group Customer

Previously: Great-West Life

Wealth Management, Investment, Insurance and Retirement

About Canada Life

Canada Life is an insurance company that offers wealth and health insurance to businesses and individual customers.

Role

I joined Canada Life to lead and direct the design teams of Group Customer - Wealth management digital labs that serve small and big businesses across Canada.

Responsibilities

  • Lead and direct the digital product design team

  • Adopt the design thinking approach and mindset into Canada Life

  • Run design thinking workshops with design, business, marketing and tech teams to define customer problems and ideate solutions

  • Solve customer problems and create customer value

  • Help Canada Life to create a competitive advantage

  • Help Canada Life achieve business goals

  • Support and empower Canada Life rebranding and the merger of 3 big brands under Canada Life

  • Create a vision for the future and establish strategic priorities

Product: Group Retirement Services Application - GRS Mobile/Web Application

Approach

Leading solution by design - Redesigning GRS application and starting from zero-based design.

Empathy through research

  • We talked to plan members to understand why they are not contributing and saving for their retirement and other financial goals

  • We talked to businesses (plan sponsors) and consultants(sales) to understand their challenges

  • We researched members' and sponsors' journeys with our digital products

Design thinking workshops

  • Synthesizing research insights and forming research themes

  • Defining problem statements from research themes 

  • Ideation and voting

  • Visualizing ideas 

  • Voting on final ideas

Prioritization

  • Prioritizing features with design, business and tech teams based on value and feasibility 

  • Defining the MVP of the product launch

Prototype, test and iterate

  • The design team produced rapid prototypes and tested with the users weekly, applying the design sprint process.

  • Agile approach and alignment with the development sprints

  • Gathering feedback from customers and sponsors and updating designs accordingly within the design sprint

GRS-SP6-Desktop-Goals11.png

Tell a retirement story

Can we make retirement tangible?

Can we help the user visualize the future?

Can we tell a retirement story?

From research to prototyping. An iterative design process with weekly user-testing. The journey tells the story

A personalized retirement story told through an interactive journey

Wealth management and group retirement mobile and web applications