Nik is a creative director, copywriter, and content strategist working in Seattle.
Bringing an old financial giant’s website into the self-serve FinTech era.
How do you help near-retirees make prudent financial decisions?
Prudential has 150+ years of experience in insurance, investment, and retirement finance. With a long history, numerous business units, and a recently launched brand refresh, its web experience had grown complex and inconsistent. They needed a rethink of their entire site, a simpler customer journey, and personalization for their consumer, financial advisor, and employer audiences. I worked with McCann Relationship Marketing (MRM) as a senior content strategist and as a creative director (copy).
I analyzed the UX, content, and usability of dozens of pages on the site, and constructed a discussion guide to run 16 unique customer interviews through the UserTesting platform. I also performed third-party research on trends in near-retirees’ feelings on retirement, finances, and the broader insurance and annuities market. I combined all these findings into our team's “Customer Relationship Maps” which directed our strategy.
For the first phase of execution, I led the creative team on “Quick Wins” which edited core pages using their existing component library, with updated layouts, imagery, and copy. In addition to providing page-by-page creative briefs and layouts, I also was the creative director on all copy. For the second phase, I created recommendations for entirely new creative designs and new UI elements, based on insights from my and my team’s research.
Some prototypes for the fully redesigned site can be found below, too:
Check out some of my other favorite work.
