Uriel Brown | Prupay

The Design Thinking approach Delivers Optimal Solutions Aligned with Prudential's Goals and User Needs

The design thinking process emphasizes finding solutions that are desirable, feasible, and viable—values aligned with what we believed would increase our chances of winning the design challenge, as they were key points sought by leadership. This methodology enabled our team to overcome time constraints and focus on addressing both Prudential's and its users' needs. We found that a single iteration of the design thinking approach could effectively lead to an optimal solution, with the potential for further development upon success.

Solution Selection

Process included Evaluating Top Options and Choosing the Best Approach

Since our brainstorming session yielded multiple solutions, we aimed to choose the most promising one to win the challenge. To narrow down our options, we voted on the top five solutions, followed by a decision exercise. Undecided on the best solution, we agreed to design the top three, given our resources. To select the solution that the developers would prototype, we voted to determine which solution best addressed the problem statement, ensuring a strong chance of winning the challenge.

To refine our options, we first voted on the top 5 solutions, with each team member casting 5 votes. We then used a decision matrix to score and select the top 3 solutions based on set criteria.

We conducted a decision exercise by establishing criteria for a decision matrix. The team used this matrix to evaluate and vote on the solutions, ultimately selecting the top 3 based on the highest scores.

Solution 4 was chosen as the primary, Solution 3 as the runner-up, and Solution 2 as the last option for presentation.

To refine our options, we first voted on the top 5 solutions, with each team member casting 5 votes. We then used a decision matrix to score and select the top 3 solutions based on set criteria.

Solution 4 was chosen as the primary, Solution 3 as the runner-up, and Solution 2 as the last option for presentation.

We created a unified task flow detailing the steps for processing a guest payment, ensuring consistency across solutions.

We brainstormed the necessary content for each step of the task flow, leading to discussions on potential enhancements. We noted these ideas to focus on refining the overall solutions.

We created a unified task flow detailing the steps for processing a guest payment, ensuring consistency across solutions.

We brainstormed the necessary content for each step of the task flow, leading to discussions on potential enhancements. We noted these ideas to focus on refining the overall solutions.

Solution one was designed for users without Prudential products, offering a choice between a one-time guest payment or creating an account for quicker future payments.

Solution two focused on a quick pay experience for users with Prudential products, allowing payments for themselves or others, with potential integration with Solution 1.

Solution three detailed a chatbot-based guest payment process, closely mirroring the task flow.

Solution one was designed for users without Prudential products, offering a choice between a one-time guest payment or creating an account for quicker future payments.

Solution two focused on a quick pay experience for users with Prudential products, allowing payments for themselves or others, with potential integration with Solution 1.

Solution three detailed a chatbot-based guest payment process, closely mirroring the task flow.

Guest payment Challenge won by Leveraging Design Systems for Efficient Development

In the end, we successfully won the challenge and handed over the design to the development teams. Our choice to utilize Prudential's existing design systems was well-received by leadership, as it enabled immediate implementation. The design system greatly accelerated our process, allowing us to deliver multiple solutions efficiently. My appreciation for design systems has significantly grown through this projec

In reflecting on our process, it has become clear that we should have adhered more closely to the original prompt rather than engaging in prolonged debates over potential solutions. This indecision ultimately cost us valuable time, which could have been more effectively utilized in preparing our presentation. Moving forward, clarity and decisiveness will be prioritized to enhance overall efficiency and effectiveness.

Product Design Challenge for Finance Brand

Product Design Challenge for Finance Brand

Prudential Enhances Online Financial Services with an In-House Design Challenge to Improve Guest Payment Experience

Client

Problem

User & Audience

Scope & Constraints

Role & Responsibilities

The Design Thinking approach Delivers Optimal Solutions Aligned with Prudential's Goals and User Needs

Solution Selection

Process included Evaluating Top Options and Choosing the Best Approach

Task Flow Ideation

Was conducted to Visualize and Streamline Guest Payment Solutions

User Flow Ideation

Was conducted to Refine and Differentiate each Guest Payment Experience

Guest payment Challenge won by Leveraging Design Systems for Efficient Development

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