Beneficiary Update Redesign
Overview
The beneficiary update was first delivered through a predictive “Next Best Action” card, but users often ignored it and completions were low. I redesigned the flow into a dismissible pop-up triggered after transactions, giving users a simple way to update immediately or dismiss and be retargeted later.
Role
Product Designer
Impact
+45%
Completion Rate
+30%
+30% User Engagement
KEY TAKEAWAYS
Static action cards were often ignored, leading to low completion rates.
Beneficiary updates are critical but can feel non-urgent, making timing essential.
Users respond better to contextual prompts delivered right after completing a task.
Dismissible pop-ups create visibility without forcing action, reducing frustration.
Retargeting dismissed users after two weeks ensures repeated exposure without being intrusive.
Why update beneficiaries?
For many clients, keeping beneficiary information current is easy to overlook. Life changes such as marriage, divorce, or new dependents make timely updates essential to ensure accounts reflect their wishes.
Problem
Turning reminders into action
The original beneficiary update appeared as a predictive action card under “Actions to Take,” but most users ignored it. Critical updates were being missed because the card lacked visibility and felt easy to dismiss as non-urgent.
The challenge: Redesign the flow to increase visibility and completion rates, while giving users the flexibility to act immediately or defer without frustration.
RESEARCH
Understanding user behaviour
Using Adobe Analytics and back‑end data, we found:
Users often ignored static cards buried among other actions.
They were more likely to respond to contextual prompts tied to their activity.
Timing mattered - after completing a transaction, users were already engaged and more receptive.
Sally Martinez
User Persona
Gender: Female
Age: 42
Profession: Marketing Manager
Location: Dallas, TX
Marital Status: Married
Sally is a busy professional who manages multiple financial accounts. While she knows keeping her beneficiary information current is important, she often postpones updates because the reminders feel hidden or non-urgent.
With limited time, Sally prefers quick, well-timed prompts that let her act immediately or dismiss without stress. Her goal is to keep her account details accurate without disrupting her day-to-day activities.
USER PERSONA
Creating clarity
I built personas to understand why users ignored static cards and what would prompt action.
Sally logs into MyGl to complete an asset transfer teed up by her associate
With few taps, Sally finalizes the beneficiaries addition for her accounts
A success message appears, confirming her beneficiaries have been assigned
After completing the beneficiary update, she is redirected back to MyGl home/activity page
With her beneficiaries assigned, Sally proceeds to complete the asset transfer smoothly
Before proceeding with her transaction, Sally noticed a card informing her about missing beneficiaries on some of her accounts
Sally takes the detour, taps the card and she is taken to a list of accounts with missing beneficiaries
Sally selects the accounts she wants to add beneficiaries
Persona:
Sally
User story / Scenario:
As Sally, I would like all my accounts to have beneficiaries
STORYBOARD
Visualizing the flow
The storyboard shows how Sally encounters the pop‑up after a transaction and either acts or dismisses it.
LOW-FIDELITY DESIGN
Exploring the flow
To improve visibility, I sketched wireframes for a dismissible pop-up shown, focusing on clarity and ease of completion.
mid-fidelity design
Shaping the experience
I refined the wireframes in Figma, focusing on timing, dismissibility, and a clear inline form that made the update easy to complete.
A predictive service identified users who truly needed updates
Clear beneficiary form once users engaged
✅ What Worked
Static cards had very low visibility in “Actions to Take”
Many users ignored or dismissed them as non-urgent
⚠️ Need to Improve
When is the best time to prompt users?
How often should dismissed users be retargeted?
❓ Questions
Make pop-up dismissible to avoid frustration
Retarget users after 2 weeks for gentle reminders
Use a contextual pop-up right after key transactions
💡 Ideas
user interviews
Listening for insights
We learned users ignored beneficiary updates because of poor timing and low visibility. These insights shaped the pop-up redesign.
Hi-Fidelity Design
A smarter flow
Static cards were replaced with a post-transaction pop-up, letting users act, dismiss, or be reminded later.
Hi-Fidelity Design
Updating made simple
The inline pop-up form allowed users to complete beneficiary updates in just a few fields, without navigating away from their task.
Hi-Fidelity Design
Efficiency with flexibility
The design balanced visibility and control, ensuring users saw critical updates while still deciding when to act.
Impact
“The pop-up made it easy to update my beneficiary without having to go search for it.” – User feedback
Results:
Significant increase in beneficiary update completions (vs. card version).
Improved visibility through contextual timing.
Smarter retargeting reduced user drop-off.
What i learned
This project taught me the importance of timing and context in predictive services. By meeting users where they already are - instead of asking them to find a buried card - engagement improved dramatically.
Beneficiary Update Redesign
Overview
The beneficiary update was first delivered through a predictive “Next Best Action” card, but users often ignored it and completions were low. I redesigned the flow into a dismissible pop-up triggered after transactions, giving users a simple way to update immediately or dismiss and be retargeted later.
Role
Product Designer
Impact
+45%
Completion Rate
+30%
+30% User Engagement
WE FOUND THAT
Food delivery is currently a $93 Billion Industry
15% of food is ordered from the workplace, globally
Conclusions from competitor analysis
The competition strived to make it simple without thinking too much
Increased third party delivery
In-house restaurant delivery fleets
Tech giants moving in on food delivery
Rapid online grocery growth
A rise in food delivery subscriptions
Reorder items you have previously ordered
Problem
Turning reminders into action
The original beneficiary update appeared as a predictive action card under “Actions to Take,” but most users ignored it. Critical updates were being missed because the card lacked visibility and felt easy to dismiss as non-urgent.
The challenge: Redesign the flow to increase visibility and completion rates, while giving users the flexibility to act immediately or defer without frustration.
RESEARCH
Understanding user behaviour
Using Adobe Analytics and back‑end data, we found:
Users often ignored static cards buried among other actions.
They were more likely to respond to contextual prompts tied to their activity.
Timing mattered - after completing a transaction, users were already engaged and more receptive.
Sally Martinez
User Persona
Gender: Female
Age: 42
Profession: Marketing Manager
Location: Dallas, TX
Marital Status: Married
Sally is a busy professional who manages multiple financial accounts. While she knows keeping her beneficiary information current is important, she often postpones updates because the reminders feel hidden or non-urgent.
With limited time, Sally prefers quick, well-timed prompts that let her act immediately or dismiss without stress. Her goal is to keep her account details accurate without disrupting her day-to-day activities.
USER PERSONA
Creating clarity
I built personas to understand why users ignored static cards and what would prompt action.
Sally logs into MyGl to complete an asset transfer teed up by her associate
With few taps, Sally finalizes the beneficiaries addition for her accounts
A success message appears, confirming her beneficiaries have been assigned
After completing the beneficiary update, she is redirected back to MyGl home/activity page
With her beneficiaries assigned, Sally proceeds to complete the asset transfer smoothly
Before proceeding with her transaction, Sally noticed a card informing her about missing beneficiaries on some of her accounts
Sally takes the detour, taps the card and she is taken to a list of accounts with missing beneficiaries
Sally selects the accounts she wants to add beneficiaries
Persona:
Sally
User story / Scenario:
As Sally, I would like all my accounts to have beneficiaries
STORYBOARD
Visualizing the flow
The storyboard shows how Sally encounters the pop‑up after a transaction and either acts or dismisses it.
LOW-FIDELITY DESIGN
Exploring the flow
To improve visibility, I sketched wireframes for a dismissible pop-up shown, focusing on clarity and ease of completion.
mid-fidelity design
Shaping the experience
I refined the wireframes in Figma, focusing on timing, dismissibility, and a clear inline form that made the update easy to complete.
A predictive service identified users who truly needed updates
Clear beneficiary form once users engaged
✅ What Worked
Static cards had very low visibility in “Actions to Take”
Many users ignored or dismissed them as non-urgent
⚠️ Need to Improve
When is the best time to prompt users?
How often should dismissed users be retargeted?
❓ Questions
Make pop-up dismissible to avoid frustration
Retarget users after 2 weeks for gentle reminders
Use a contextual pop-up right after key transactions
💡 Ideas
user interviews
Listening for insights
We learned users ignored beneficiary updates because of poor timing and low visibility. These insights shaped the pop-up redesign.
Hi-Fidelity Design
A smarter flow
Static cards were replaced with a post-transaction pop-up, letting users act, dismiss, or be reminded later.
Hi-Fidelity Design
Updating made simple
The inline pop-up form allowed users to complete beneficiary updates in just a few fields, without navigating away from their task.
Hi-Fidelity Design
Efficiency with flexibility
The design balanced visibility and control, ensuring users saw critical updates while still deciding when to act.
Impact
“The pop-up made it easy to update my beneficiary without having to go search for it.” – User feedback
Results:
Significant increase in beneficiary update completions (vs. card version).
Improved visibility through contextual timing.
Smarter retargeting reduced user drop-off.
What i learned
This project taught me the importance of timing and context in predictive services. By meeting users where they already are - instead of asking them to find a buried card - engagement improved dramatically.
Beneficiary Update Redesign
Overview
The beneficiary update was first delivered through a predictive “Next Best Action” card, but users often ignored it and completions were low. I redesigned the flow into a dismissible pop-up triggered after transactions, giving users a simple way to update immediately or dismiss and be retargeted later.
Role
Product Designer
Impact
+45%
Completion Rate
+30%
+30% User Engagement
KEY TAKEAWAYS
Static action cards were often ignored, leading to low completion rates.
Beneficiary updates are critical but can feel non-urgent, making timing essential.
Users respond better to contextual prompts delivered right after completing a task.
Dismissible pop-ups create visibility without forcing action, reducing frustration.
Retargeting dismissed users after two weeks ensures repeated exposure without being intrusive.
Why update beneficiaries?
For many clients, keeping beneficiary information current is easy to overlook. Life changes such as marriage, divorce, or new dependents make timely updates essential to ensure accounts reflect their wishes.
Problem
Turning reminders into action
The original beneficiary update appeared as a predictive action card under “Actions to Take,” but most users ignored it. Critical updates were being missed because the card lacked visibility and felt easy to dismiss as non-urgent.
The challenge: Redesign the flow to increase visibility and completion rates, while giving users the flexibility to act immediately or defer without frustration.
RESEARCH
Understanding user behaviour
Using Adobe Analytics and back‑end data, we found:
Users often ignored static cards buried among other actions.
They were more likely to respond to contextual prompts tied to their activity.
Timing mattered - after completing a transaction, users were already engaged and more receptive.
Sally Martinez
User Persona
Gender: Female
Age: 42
Profession: Marketing Manager
Location: Dallas, TX
Marital Status: Married
Sally is a busy professional who manages multiple financial accounts. While she knows keeping her beneficiary information current is important, she often postpones updates because the reminders feel hidden or non-urgent.
With limited time, Sally prefers quick, well-timed prompts that let her act immediately or dismiss without stress. Her goal is to keep her account details accurate without disrupting her day-to-day activities.
USER PERSONA
Creating clarity
I built personas to understand why users ignored static cards and what would prompt action.
Sally logs into MyGl to complete an asset transfer set up by her associate
With a few taps, Sally adds beneficiaries to her accounts
A success message appears, confirming her beneficiaries have been assigned
After completing the update, she’s redirected to the MyGl Home/Activity page
With her beneficiaries assigned, Sally proceeds to complete the asset transfer smoothly
Before proceeding with her transaction, Sally notices a card informing her about missing beneficiaries on some of her accounts
Sally taps the card and is taken to a list of accounts with missing beneficiaries
Sally selects the accounts she wants to add beneficiaries
Persona:
Sally
User story / Scenario:
As Sally, I would like all my accounts to have beneficiaries
STORYBOARD
Visualizing the flow
The storyboard shows how Sally encounters the pop‑up after a transaction and either acts or dismisses it.
LOW-FIDELITY DESIGN
Exploring the flow
To improve visibility, I sketched wireframes for a dismissible pop-up shown, focusing on clarity and ease of completion.
mid-fidelity design
Shaping the experience
I refined the wireframes in Figma, focusing on timing, dismissibility, and a clear inline form that made the update easy to complete.
A predictive service identified users who truly needed updates
Clear beneficiary form once users engaged
✅ What Worked
Static cards had very low visibility in “Actions to Take”
Many users ignored or dismissed them as non-urgent
⚠️ Need to Improve
When is the best time to prompt users?
How often should dismissed users be retargeted?
❓ Questions
Make pop-up dismissible to avoid frustration
Retarget users after 2 weeks for gentle reminders
Use a contextual pop-up right after key transactions
💡 Ideas
user interviews
Listening for insights
We learned users ignored beneficiary updates because of poor timing and low visibility. These insights shaped the pop-up redesign.
Hi-Fidelity Design
A smarter flow
Static cards were replaced with a post-transaction pop-up, letting users act, dismiss, or be reminded later.
Hi-Fidelity Design
Updating made simple
The inline pop-up form allowed users to complete beneficiary updates in just a few fields, without navigating away from their task.
Hi-Fidelity Design
Efficiency with flexibility
The design balanced visibility and control, ensuring users saw critical updates while still deciding when to act.
Impact
“The pop-up made it easy to update my beneficiary without having to go search for it.” – User feedback
Results:
Significant increase in beneficiary update completions (vs. card version).
Improved visibility through contextual timing.
Smarter retargeting reduced user drop-off.
What i learned
This project taught me the importance of timing and context in predictive services. By meeting users where they already are - instead of asking them to find a buried card - engagement improved dramatically.