UX Strategy: Mapping the customer journey in retirement planning
Client: City National Bank
Project Date: January – May 2020
Role: UX Strategist, UX Designer
Project Summary:
Goal is to understand the client journey in retirement planning to identify improvements in client touchpoints for potential new online tools.
To find answers to following questions:
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What retirement tools should bank offer to clients?
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What are client needs in retirement planning?
Users: High net worth clients (over $250,000 in accounts)
Deliverables:
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Empathy map
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Storyboards
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Customer journey
User Research
Methods:
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Analysis of user personas
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Competitive Analysis of retirement planning tools
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Identify user needs and pain points
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Identify client touchpoints
After analyzing user personas provided by the UX Research team based on client research and interviews, I conducted competitive analysis of retirement planning tools. I identified user needs and pain points for the various customer touchpoints in the customer journey which includes primary and secondary research, request to meet with a relationship manager or financial advisor, and follow up after meeting with advisor.
Empathy Map
Storyboard
Client journey of Christine who wants to find more information on creating a retirement plan.
Customer Journey
