The team converted learnings from literature reviews, survey responses, and interviews to 500+ data points on yellow sticky notes. Over the next three days, an affinitization marathon took place to find the common ideas in the data. The collected data were clustered into 36 final insights in which were put down on a design framework.

The x-axis measured the number of data points per insight cluster, and the y-axis measured the level of importance of each insight in the ideation process. The team focused on insights in the upper right quadrant in creating solutions for main stakeholders.

Empathy Map

Data points from stakeholder interviews were utilized for empathy maps. This helped the team develop an in-depth understanding of user behavior in planning for retirement and healthcare. 

Based on empathy maps, four user personas were developed to represent the archetypes of the target audience based on their behaviors and motivations.

These personas provided a way to gauge how solutions would impact pre-retirees and retirees with various needs.

Journey Map

Dividing the retirement process into phases was crucial to relieve the main users’ anxiety. The level of anxiety was highest in the phase before retirement, and the team brainstormed other opportunities for solutions at multiple points in the journey.

• Foresighting Phase
  People are less concerned about their retirement, which triggers confusion when they face retirement planning for the first time.

• Researching Phase
  Users are overwhelmed with the deluge of information provided by insurance advisors and the internet.

• Planning Phase
  The numbers provided by income tools and simulators are abstract, making it hard for users to understand and interpret the scores.

• Anxiety Phase
  Unexpected costs of healthcare and finances become the main pain points.

• During the gap
  A part-time job can become an income buffer when people retire.

• Fully retired
  Retirees become more and more confident as they benefit from their retirement preparations.

Design Metrics

The metrics were built to provide benchmarks for gauging concepts during the ideation stage. The team derived these metrics through findings from user surveys, primary, and secondary research in order to optimize the user’s confidence. 

A lifestyle subscription box program educates users on retirement planning topics.

Plain language workbooks prepare clients for productive, stress-free interactions.

Included lifestyle items help create excitement for the transition to retirement. Customers can choose which boxes they receive. 

Course Outline

Each box contains a workbook that outlines the information that pertains to a different phase of retirement that the team discovered in our research. A themed lifestyle item is additionally included in each box to indirectly cope with anxiety.

The QR code in each box will lead users to their digital accounts to adjust their healthcare and retirement plans based on their new learnings. Scanning the QR code on the box or in the workbook leads users to the splash page.

After answering questions about their current familiarity with healthcare, they receive customized video and article suggestions, tailoring their expanded learning experience to their needs.

Service Blueprint

A service blueprint was developed to visualize relationships between customers, services, and processes from the start of the program to its completion. 

Service Ecosystem Map

The platforms within the solution are connected and support each other. They exend from physical experiences to digital experiences to provide additional engagement for users. 

Business Model Canvas