Min Pension – Onboarding Seniors to "Uttagsplaneraren"

Client: Min Pension
Year: 2021
Service: UX Research, Concept & Visual Design
My role: Researcher & Designer

Summary

Min Pension noticed very few users used their feature for planning pension withdrawals. I was tasked to explore how they could attract and engage more users to the feature. We used a hypothesis driven and collaborative approach, prioritizing 3 hypothesis to test. The design output was a scaled down onboarding flow, a decluttered starting view and a stepper instead of a dashboard, presets instead of prompting users to start from scratch and copy improvements.

The amount of text was a problem. The onboarding modal had a lot of detailed instructions, but there was no guided interaction if the user decided to skip (which is the most common use case).
Customer Support spent a lot of time guiding new users in the tool, and some refrained from telling users about it "if they felt the person wouldn't understand".
Very, very few of the users actually made it to the end and activated a pension plan, since few understood they had options to choose from.