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
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

Explore More

confide
ConfideProduct Design

Confide

Reporting App for the Canadian Government
Canadian Blood ServicesPerformance Marketing

Canadian Blood Services

Optimized landing pages, strategic retargeting, and killer conversion rates
generation conscious
Generation ConsciousBrandingWebsites

Generation Conscious

Ecommerce Site for Ecological Hygiene Products