Product Launch
Since the new member portal was a web-based application and we were deactivating the old portal, all registered members would lose access to the existing system. To ensure a smooth transition and minimize confusion, my team and I developed several strategies for the product launch.
First, we provided a two-month transition period, giving members ample time to switch to the new portal before the old one was deactivated. This allowed us to send frequent reminders and keep them informed.
Second, we hosted webinars to introduce members to the new portal and its features.
Third, we created instructional video guides to help members with tasks such as registering, navigating the portal, and resetting login credentials. These videos reduced support calls and made the transition smoother.
Measuring Impact
Measuring Performance After Launch
We identified several key metrics to gauge the success of the new portal:
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Usability and ease of navigation
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Increase in myERF portal registrations
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Decrease in help desk calls related to the portal
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70% user satisfaction through survey testing
To evaluate these metrics, we used multiple approaches:
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Conducted surveys to assess member satisfaction with usability and navigation
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Tracked the number of support calls to monitor if there was a decrease
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Monitored portal registrations to measure member engagement and effectiveness of marketing efforts
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Tracked clicks on the registration button across social media, the website, emails, and postcards
Results:
Based on these tracking strategies and surveys, we achieved the following:
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A 60% increase in registrations
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85% user satisfaction with usability and experience
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A 35% reduction in support calls related to the portal
Problem
In pursuit of this mission, ERF set out to build a comprehensive financial portal for its members—a space where they could access their retirement benefits, track their contributions, and explore tools to help them plan their future. Previously, the portal was static and minimal, simply listing members’ benefits with limited functionality. Recognizing the need for a more dynamic, user-friendly platform, ERF aimed to transform the member portal into a robust and engaging resource.
Solution
The solution was a website application designed with the member in mind—offering interactive tools that allow for greater control over retirement planning and consolidating all pension information in one accessible place. This new platform not only empowers members with valuable insights but also marks a significant step toward a seamless, intuitive retirement planning experience.
The project proposal was presented to stakeholders and executive team.
Project Overview
Objective
About The Organization: The Employees’ Retirement Fund (ERF) is a pension fund, valued at over $3.5 billion, dedicated to supporting civilian government employees and retirees of the City of Dallas. ERF offers a range of services that simplify the retirement process, educate members on their pensions, and continuously enhance the user experience by refining financial tools and resources.
The objective of this project was to create a member portal where our members can review their pension information and financials. My role as a Product Designer was to plan the project, present to executive team and stakeholder, and design the portal interface.
Research
Before this project, the organization had a static member portal with minimal functionality. It provided only one document for download, limiting members' ability to navigate or access useful information. My role as a product designer was to create a new portal with dynamic features that would empower members to make informed decisions about their retirement.
The Employees' Retirement Fund serves two main groups: active employees and retirees, each with over 7,000 members. These groups vary in demographics, financial literacy, and tech skills, so we conducted two months of research, including ethnographic studies at educational seminars and surveys to gather insights. The ethnographic research was conducted in two ways: allowing members to navigate the portal on their own, and asking them to perform specific tasks. During seminars and events, I observed how members used the portal, identifying where they encountered issues, got stuck, and how they responded to those challenges. Additionally, surveys were distributed to both customer segments, giving them three weeks to complete and provide further insights.
Key findings included issues with the login process, where members struggled with the sequence of username, security questions, and password. Additionally, the portal lacked essential information like employment history, benefits, and contributions, offering only contact info and pay stubs for retirees. The new portal needed to address these gaps by providing more relevant and usable information.
Research findings was presented to stakeholders and executive team for update on the project and their thoughts.
Ideation
After completing the research, insights were categorized into ethnographic and survey findings using affinity diagrams to identify themes and patterns. The diagrams were then combined to uncover overarching insights. Workshops were held with my core team and occasionally other departments in the organization to brainstorm solutions based on the identified themes.
I led each workshop, setting objectives, explaining the process, and defining goals.
The workshops resulted in the following design solutions:
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Pension estimator for member autonomy in retirement planning.
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Two-factor authentication for improved security.
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Simplified login process (Username > Password > Two-factor authentication) to reduce support calls.
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Added employment, benefits, and contribution information to help members track their pension and retirement status.
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Glossary and FAQs sections for easier understanding of financial and tech terms.
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Document upload feature for easier access and counselor collaboration.
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Forms section for easy access to important documents.
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Developing two user profiles: one for active members and one for retire members
These solutions addressed both member challenges and organizational goals.
Prototyping + Testing
The member portal was developed using an Agile process with a team consisting of developers, myself, and a few core team members. We held weekly meetings to discuss updates, challenges, and progress, working in 3-week sprints. Each component was developed, tested, and refined iteratively. The entire development process, including user testing and iterations, took 18 months to complete.
For user testing, we involved both active and retiree members to assess the information architecture, new features, user flows, and usability. Testing was conducted in two ways: assigned tasks (with 5 specific tasks) and free navigation. Afterward, I led a workshop with users to gather feedback, discuss issues, and brainstorm improvements
The prototype was presented to stakeholders and executive team to share their thoughts and concerns.
Lessons
One of the biggest challenges I faced during this project was deciding where the new member portal should reside: within the existing website or as a separate platform. Early in the project, we held a workshop with developers to brainstorm potential solutions, exploring options such as integrating the portal into the existing website, creating a web-based application, or developing a native mobile app.
Given the portal’s complex data requirements, which involved pulling information from various platforms, building a native mobile app posed significant challenges. We lacked developers experienced in creating mobile apps capable of handling such complexity.
Embedding the portal within the existing website would also have caused issues. The website was already data-heavy, and adding a new portal would have increased loading times, risked crashes, and negatively impacted the user experience.
Ultimately, a web-based application emerged as the best option. It allowed for seamless data integration, leveraged the team's experience with web development, and offered a smooth user experience without the risks of long load times or crashes.
The final product was presented to stakeholders and executive team to share their thoughts and concerns.
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