Client

Sunlife Financial

Year

2019-2022

Services

Product Strategy
User Interface Design
User Experience Design

Industry

Enterprise
Financial
Insurance

Holistic life insurance and financial planning

We partnered with Sun Life’s innovation team to build a UX strategy that centered on goal setting, personalized planning, and behavioral nudges — all backed by a user-first product philosophy.

Product-Led Growth, Built Into UX

Every element of Prospr was built to drive growth through utility and user delight — not just marketing.

How We Did It

User Value First: Tools like the net worth calculator helped users understand their financial reality in under 2 minutes
Behavioral Nudges: Insights and reminders nudged users to revisit and improve their numbers
Quote Integration: Relevant insurance and investment suggestions appeared contextually, based on net worth and goals
Looped Engagement: Users came back to update inputs, track progress, and take recommended next steps

Strategic UX Foundation

We kicked off with a deep-dive discovery sprint:

Defined key user segments: from new-to-finance millennials to retirement planners
Mapped user goals across health, wealth, and insurance needs
Built user stories that translated complex needs into intuitive actions

Frictionless Onboarding

We designed a smart onboarding flow that captured key financial data without overwhelming users. Each question was purposeful — designed to output a tailored dashboard with instant value.

Life Insurance

Wealth

Critical Illness

Health

Highlights:

Friendly tone and visual prompts to reduce drop-off
Real-time feedback and personalized insights
Seamless transition from onboarding to actionable next steps

Net Worth Calculator

To give users a baseline understanding of their financial health, we built a Net Worth Calculator right into the onboarding flow and main dashboard.

Rather than feeling like homework, the calculator worked like a friendly check-in — giving users a sense of progress and helping them uncover gaps in savings, debt, and insurance coverage.

Component-Driven Design System

Move Fast. Design at Scale.

To ensure long-term scalability and cross-functional consistency, we built a component-driven design system in Figma — purpose-built for the complexity of a financial services platform and flexible enough for future teams to scale.