Simplifying Retirement Planning Through a Modern Digital Experience

Sun Life Financial, one of the leading global financial services companies, administers MPF (Mandatory Provident Fund) services in Hong Kong through its subsidiary BestServe Financial Limited.

Design Approach:

  • Mobile-First
  • User Centered
  • Data Driven

Platform:

  • Mobile app iOS and Android

Timeline:

  • 8 Weeks

My Role

I support the Sun Life Hong Kong Experience Design team as a Product Designer. I focus on the mobile application of MPF employees and employer fund. Through Product Development Cycle, I collaborated with this cross-functional team in Hong Kong region.

Natalie Lau (Brand & Marketing Director)

Matt Kwan Yu (Business Development Manager)

Kevin Wei (Product Manager)

Nguyen Vu Hahn Phuong (Business & Marketing Unit)

Hubert Wong (Principal Lead Designer)

  • Toni Michelle Rañada (UX/UI Designer)
  • Tiffany Cheung (Researcher)
  • Jaisy Lu (Senior Solutions Designer)
  • Lau Wei (Senior Software Engineer)

Scope

Project Overview

Sun Life Hong Kong MPF is the Mandatory Provident Fund (MPF) retirement-savings business of Sun Life Financial in Hong Kong. It provides MPF schemes and digital services allowing members and employers to manage retirement contributions, investments, account information, statements, and related transactions.

What is MPF?

A Mandatory Provident Fund system requires most eligible employees and self-employed people to contribute toward retirement. Employees and employers generally make mandatory contributions based on income, subject to statutory minimum and maximum levels.

IDEATION

Objectives

The concepts address the gap identified during Discovery: members have access to their MPF information but often lack the context, confidence, and guidance to make informed retirement decisions.


"How might we make MPF easier to understand, more relevant to everyday financial decisions, and more helpful for pension members?"

Customer Needs & Paint Points

| How might we make MPF easier to understand, more relevant to everyday financial decisions, and more helpful for Hong Kong members?


The concepts address the gap identified during Discovery: members have access to their MPF information but often lack the context, confidence, and guidance to make informed retirement decisions.

Problem 1.

Authentication and security

The platform relied on password-based login. This system was outdated and inadequate in providing security for sensitive financial data.

Impact

Lacked modern security measures, such as biometric login (Face ID, fingerprint), leaving user data vulnerable to unauthorized access.

Problem 2.

Outdated brand identity

The mobile app interface was outdated, with nested menus and a disorganized layout.

Impact

The card section lacks an indicator or chevron to display other available MPF schemes, which leads to the user's confusion.

Problem 3.

Transparency and controls

Users had no visibility into the status of their fund switching or mandate change requests, leaving them with little control over their MPF accounts.

Impact

Lack of real-time updates on pending transactions or fund switching requests, leading to confusion and frustration.

Impact

Sun Life MPF saw a rise in new client sign-ups by providing an enhanced digital experience and aligning with Sun Life's global brand. Over eight months, this helped to increase market share by 15%.

40%

Increase in active users

The improved user experience, mobile-first design, and better brand recognition were significant factors in driving this growth.

30%

Increase in brand recognition

This improvement was primarily due to the platform's alignment with Sun Life's established global reputation.

35%

Increase in user engagement

 Features such as real-time tracking, self-service updates, and a mobile-optimized interface made the platform easier to use, resulting in increased activity and interaction.

90%

User satisfaction rate

The transparency and control provided by these features significantly boosted overall user satisfaction.

Our process

Our process is based on the Double Diamond design framework. We aim to incorporate the key phases of Discovery, Definition, Development, and Delivery in all of our projects.

User flow

We mapped each flow to its journey on the app, with its respective success metrics.

High-level design

We use Helios Design System as the core brand identity of Sun Life. This focuses on core functionality, including brand alignment, MPF scheme iteration, and product features, which are essential for enhancing the user experience while aligning with Sun Life’s global branding.

Log In

The login process is now streamlined with biometric authentication, Face ID, providing enhanced security and a seamless login experience.

My Portfolio

The portfolio overview is now cleaner and more user-friendly, featuring a mobile-optimized design with clear sections for account balances, investment returns, and MPF schemes, providing instant insights at a glance.

Compare Funds

Compare fund alignment is retained, but the text is improved and readable. Users can easily compare investment options and make informed decisions.

Investment Instruction

Investment instructions have simplified, featuring a step-by-step process and an intuitive interface that allows users to complete transactions effortlessly.

More Options

 This reduction in clutter enhances usability, enabling users to easily navigate the platform and find the functions they need.

By Fund

The By Fund feature is now more user-friendly, with intuitive filters, visual fund comparisons, and clear categories, making it easier for users to evaluate and choose funds according to their needs.

Change Investment

The investment mandate has been optimized into a straightforward, step-by-step process with real-time feedback and simplified navigation, resulting in a significantly improved overall user experience.

Fund Switching

Fund switching is now supported by a real-time tracking dashboard, allowing users to track the status of their fund switches and make changes before the final execution, which enhances control and certainty over their investments.

My Request

Offers users the ability to view, track, and modify requests in real-time, reducing the need to contact customer service and improving transparency around pending actions.

Moving forward

The journey doesn't end with the rebrand. We are committed to continuously enhancing the user experience, expanding self-service features, and keeping pace with evolving security needs. Future enhancements will focus on further simplifying the user journey, expanding integration capabilities, and providing more personalized tools for users to manage their MPF with ease. With these goals in mind, we aim to maintain leadership in the MPF sector and build long-lasting trust with our growing user base.