Tracker for Securian

2023

Streamlining Application Status for FinPros

Securian Financial Group, Inc.

The Tracker tool brought transparency and efficiency to financial professionals, enabling them to track application statuses, take actions, and strengthen their client relationships.

My roles & work led ⇢

User Research

Conducted interviews with FinPros across diverse office sizes to understand their needs and workflows.

UI and Interaction Design

Designed intuitive, lightweight interfaces for tracking and managing application statuses.

Data Integration

Collaborated with backend teams to aggregate and structure data from multiple internal systems.

Prototyping and Testing

Built and tested iterative prototypes to refine workflows and ensure usability.

The Tracker project addressed a critical gap for Securian Financial’s financial professionals (FinPros): the lack of visibility into the status of submitted applications. Often described as disappearing into a “black hole,” the process left FinPros unaware of application progress, requiring manual follow-ups and creating inefficiencies.

The Tracker provided FinPros with a streamlined solution for tracking applications, offering proactive notifications, actionable insights, and a lightweight interface integrated into their existing workflows. Designed to empower users across various office sizes and submission volumes, this tool strengthened Securian’s position with a key demographic while enhancing the user experience.

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Process: Phase 1 ✺

Identifying the Problem

FinPros frequently submitted applications in batches but lacked transparency into their status or next steps.

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The process relied on paper-heavy workflows and manual interventions, leading to inefficiencies and frustration.
Competitors offered similar tools, leaving Securian at a disadvantage in meeting FinPro expectations.

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The opportunity was to modernize the experience, filling a critical gap and providing a competitive advantage.

Understanding the Users

Research focused on FinPros across a range of office sizes and application volumes to ensure the solution addressed diverse needs:

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Small Offices: Needed simplicity and intuitive workflows for limited submissions.
Medium Offices: Required tools to handle moderate volumes while maintaining efficiency.
Large Offices: Demanded scalable solutions for high-volume submissions and robust tracking.

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Key insights shaped the design to ensure it would resonate with all user types, offering transparency, ease of use, and actionable insights.

Exploring the Solution

Conducted interviews and testing sessions with FinPros to identify pain points and desired features.

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Collaborated with internal teams to understand data sources and technical feasibility for aggregating information across multiple systems.
Prototyped workflows to test user interactions and refine designs based on iterative feedback.

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The solution centered on providing proactive notifications, a clear application status roadmap, and actionable next steps.

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Process: Phase 2 ✺✺

Creating the Solution

UI and Interaction Design:

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Designed a modular tracker interface that displayed:

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Process Roadmap: Step-by-step visualization of the application lifecycle.
Actionable Notifications: Alerts for missing information or required actions.
Integrated Views: Ensured consistency across mobile and desktop experiences.

Developed lightweight and intuitive interaction patterns to reduce learning curves.

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Data Aggregation:

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Partnered with internal teams to consolidate data from multiple systems into a unified source.
Established a structure for real-time updates to ensure FinPros always accessed the latest information.

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Integration:

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Created a freestanding tracker module while embedding it seamlessly into existing tools for a cohesive user experience.

Collaboration and Rollout

Partnered with backend teams to address technical challenges of aggregating data from disparate systems.

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Worked with stakeholders to ensure the tracker met the needs of FinPros while aligning with Securian’s strategic goals.

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Delivered detailed design specifications and facilitated knowledge-sharing sessions to support development and adoption.

Testing and Iteration

Conducted usability testing across all FinPro demographics to validate workflows and refine messaging.

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Iteratively enhanced the process roadmap, ensuring clarity and accessibility.
Addressed feedback to simplify notifications and action items, minimizing friction and maximizing usability.

Outcomes

Enhanced Transparency:

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Provided FinPros with clear, proactive updates on application statuses, reducing uncertainty.

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Improved Efficiency:

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Streamlined workflows for FinPros, minimizing manual follow-ups and creating a competitive advantage.

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Scalable Design:

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Delivered a modular tool that integrated seamlessly into existing systems while standing alone as a powerful resource.

Reflections and Key Takeaways ☻

The Tracker project was an opportunity to solve a critical pain point for financial professionals, demonstrating how thoughtful design can bridge gaps between user needs and technical complexities.

Through iterative research, testing, and collaboration, the solution empowered FinPros to work more effectively while enhancing Securian’s value proposition.