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my Sun Life Mobile Registration

COVID had changed how Sun Life advisors were interacting with clients. We needed to help this face-to-face business transition to digital…fast.

Client and an advisor on the phone
MY ROLE:
UX Design / Research Director
ORGANIZATION:
Sun Life Financial
DATE:
August - September 2020
TOOLS:
Sketch, InVision, UserTesting.com
TEAM MEMBERS:
  • Rigya Nayar (Product Director)
  • Rohit Khulbey (UX Design)
  • Liz Mirchan-Breckenridge (UX Content)
Project Background

A game-changing shift to digital

COVID was a game-changer for the financial services industry. Virtually overnight 98% of interactions between clients and advisors were taking place remotely, breaking the face to face model that many advisors had built their businesses upon.

A few months into the pandemic, Sun Life put out a challenge to teams across the organization to find creative ways to accelerate our shift to digital to better engage clients who no longer felt comfortable meeting with their advisor face-to-face.

Knowing that clients who were active on mobile tended to invest more with Sun Life, we decided to focus on ways we could boost mobile registration rates among individual investment clients.

The Case Study

Increasing mobile registration by keeping things simple

The Results

Small changes, big impact

Our final solution was extremely effective in driving additional mobile registrations and overall digital activation.

When compared to the performance of previous digital registration campaigns, we saw significant gains across multiple key metrics:

+175% increase in digital registration
-66% reduction in avg. time to register
+13% increase in paperless adoption
-300% reduction in cost to build vs. initial concept