Patrik Malmquist & Anders Lundstrom - Camp Digital 2016

REDEFINING THE SWEDISH NATIONAL PENSION PORTALWITH A USER-CENTRIC APPROACH

2

080929

Val

EU

SIRP

Konsumenternas

Försäkringsbyrån

Värde-

grund

10 taggarlösning

Media

Politiska

partier

Statsbudgeten

Skattepolitik

Finansdep.

Skattemyndigheten

16%

2,5% PPM

European Federation for

Retirement Provision

(EFRP)

Konsumenternas

Bank- och Finansbyrå

Pensionsforum

Forum50+

SOFI

Trender

Tj.pens

Allm.pension

PPS

Pensionärer

Sv. försäkringsförbundet

Kommuner/

Landsting

Stat

LO/TCO/SACO

Svenskt

näringsliv

Företag

Övriga

företag

Konsumentpolitik

Näringsdep. Tillväxtpoliti

k

SverigeKonsumtion

Världspolitik

Investeringar

Produktivitet

Kapitalmarknad

KreditmarknadAktiemarknad Export

USA

EU

Japa

n

FED ECB

Summa Information

Electum

Collectum

FORA

PVAB

SPV

SAF/LO

ITPK

PFA

PA03

Valcentraler

ITP

Försäkringskassa

Inkomst max 7,5 IBB

Arbetad tidPPM

Ålder

Fastigheter

Räntepapper

Obligationer

Aktier

Medborgare

Sjuka

Arbetslösa

Demografi

Utbildning

Utvandring

Avlidna

Nyfödda

Arbetsmarknad

Invandring

Sysselsatta

Premiepension7:e AP-fonden

Garantipension

Fonder

Tjänstepension

Trad.

Pensionsstiftelse

Fondförsäkring

Socialpolitik

Regering & Riksdag

Transfereringar

Socialdep.

Socialförsäkringssystemet

Vård Omsorg

Försäkringsrådgivare

Privatp

ers

oner

Privat pensionssparande

Skattesystemet

FI RFVLänsstyrelser

AMF Pension Alecta

FSOSalusAnsvar

KPA Förenade LivFolksam

Skandia Liv SEB Trygg

Länsförsäkringar

SPP/HB

Nordea

ÖvrigaRobur

Pensionsstift.

PRI

Teknik

IT-användning

Pensionsportal

Lagar

RSV

KI

Fondförs.

Trad

IPS

Pension.nu

Allmänna pension

1-4:e AP-fonden

Inkomstpension

ESV

EG-domstolen

Kapitalförvaltare

Sv. Försäkringsmäklares förening

BIPAR

KOV

ARNCommité Européen

des Assurances (CEA)

Sv. domstolar Jordbruksdep.

Pensionsavgift 18,5%

SRB

Världs-

konjunkturen

Main concepts of pensions in Sweden

Patrik MalmquistHead of development

Anders LundströmCEO

[email protected] [email protected]

mailto:[email protected]


Questions that we planned to answer:

• Why and how come does we exist?

• What is Minpension.se?

• Why redefine ourselves?

• How does the journey look like?

• Our channel strategy?

• Where do we stand now?

Evolution

Catch 22

2005

Aggregate pensions

2009

Aggregate pensions

2009

Aggregate pensions

Quality in information and projections

2015

Aggregate pensions


2015

Aggregate pensions


Help users to understand pension

Do you have sufficient information to decide on your future pension?

3%8%

10%

40%30%

33%

27%

12%

22%

5%8%2%

Non visitor Visitor

No answer

Missing information

partly missing information

Neutral

Sufficent

All information I need

The mission

• Long term vision - Strategy is like a compass

• New culture

The beginning of a new Minpension.se

Interview stakeholders

Observations on

what's good and

painful with current

solutions


Observations on

what's good and


solutions


Observations on

what's good and


solutions

Interview stakeholders Interviewing

Customer Journey

Mapping

Users

The real world The digital world

The real world

Trigger Call to action

Minpension.se

My pages

Observations on

what's good and


solutions


Customer Journey

Mapping

Triggers Goal Function

Observations on

what's good and


solutions


Customer Journey

Mapping

Observations on

what's good and


solutions

Interview stakeholders Interviewing Customer

Journey Mapping

Competitor analysis &

external inspiration

Observations on

what's good and


solutions


Journey Mapping



Observations on

what's good and


solutions


Journey Mapping



Data analysis

Qlikview

National Statistics

Google analytics

Observations on

what's good and


solutions


Journey Mapping



Data analysis

Observations on

what's good and


solutions

Interview stakeholders Deep interview

Customer Journey

Mapping



Data analysis Formulate a

hypothesis

Observations on

what's good and


solutions


Journey Mapping



Data analysis Analysis Survey

The pension experience ladder

Understanding the pension system

Understanding how pension is earned

Understanding how much I will get when I

retire

Understanding how I earn in pension

Plan and make active choices for

your retirement

Active handling funds

and investmentTodays focus

Use

rs th

at w

an

t to

un

de

rsta

nd w

ha

t

they s

hou

ld a

sk

Use

r th

at w

an

ts to

act

Personas

16 t

ill 2

829-5

455-6

4

Below Average Above Knowledge

& Interest

Based on statistics and observations

Our interpretation

Background, triggers, goals, pains and needs

Ways to engage the segment, content and functional requirement

The pension experience ladder

The cliff

• If they feel ill-equipped for the subject

• If they feel they have no control over the

outcome

• If the substance induces fear, discomfort or

helplessness

• If the topic is complex, ambiguous,

unpredictable and stressful

• If you get too much information

• If you get too many choices

• If the reward is far in the future

• If they are not financially literate

Conditions for pension engagement

Opportunity(Physical, Social and

Cultural environment)

Capability(Knowledge,

skills and

stamina)

Motivation

External

Internal

Autonomy, Competence

& Relatedness& Pension

engagement

Conditions for

motivationTypes of motivations

COM-B model SDT = Self determination theory

Financial moment

Frustration with current solutions

GAP

First real employment + 5 years

A lot of different employers

5 years until retirement

After retirement


GAP


5 years to retirement

After retirement

Not interested in pension projections; want to

understand the earning and what to think about



GAP



After retirement

In order to trust the system user like to see it

from where they have been employed, not where its invested



GAP



After retirement

How do I really execute my retirement, what choices do I have and

what do I need to think about


Start earning pensions

Planning scenarios for both saving and

withdrawal

Midlife Retirement

Simplified prognosis Detailed withdrawal planning tool

Analysis JAD

Analysis JAD Prototype in Axure

Analysis JAD Prototype in Axure Test, interview,

analysis, prototype 4

rounds



rounds

Plan implementation



rounds

Plan implementation Look and feel

Development

Development User testing




Development User testing Continue working

ResearchJuni 2014

PrototypingOct 2014

DevelopmentAug 2015

AlphaDec 2015

BetaJul 2016

Turn of the old version 2017

Discovery Alpha Beta

Launch2017

Live

The future

Planning scenarios for both saving and

withdrawalSimplified prognosis Detailed withdrawal planning tool

Customer needs & expectations

Customers expect great digital channels

Customers have high expectations of seamless

transitions between channels

Customers compare companies and products, its much more

transparent and is not afraid to change supplier

Service is 24/7, great service and correct handled

GAP

Conclusions and lessons learned

If we would do it again:

• Teach the organisation the value of iterative and incremental work

• Stakeholder engagement (sell the vision)

• Vision take calendar time to digest

• Visual design sets expectations and engagement

• User perspective vs mission impossible

• Communicate visually

• Use a different language

Today we talked about:

• Why and how come does we exist?

• What is Minpension.se?

• Why redefine ourselves?

• How does the journey look like?

• Our channel strategy?

• Where do we stand now?

Questions [email protected]


Date post:	24-Jan-2017
Category:	Design
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Patrik Malmquist & Anders Lundstrom - Camp Digital 2016

Design