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.
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.
The Outcome
The redesigned experience helped Prospr launch with confidence in a crowded market — and build a strong foundation for scalable, user-led growth.
“Produktiv helped us navigate building an internal tool at the pace of a startup”
Kate SubakCOO, Sunlife