PENSIONALITY

Pensionality is a personality test that gets to know you, your interests and needs while at the same time it guides you and informs you to make the best possible choice for your pension plan.

The challenge was to help SPP navigate through the disruptive trends threatening the industry and arrive at being the preferred pension brand for their target audiences.

We began our creative process by aligning our team expectations and values with a team canvas. This allowed us to calibrate on how we were going to work together and to agree on a team core value: “making a positive impact on people’s lives”.

We then started our creative research based on Bespoked creative research cookbook. This led us to insights and hypotheses that we could begin to test out.

The next logical step was to interview the target user groups to find out what they needed and what they thought about pension savings. This qualitative data was then sorted and produced three main needs: safety, ease of use and value for money.



With a hypothesis, user data, and research insights, we went into ideation with a solid foundation. To keep our ideation effective we used many tools like mash-ups, storytelling and rapid prototyping.

We created a service that starts off as a personality test that gathers information about the user. Once the user has answered the questions, Pensionality determines their personality and offers them with the most suitable SPP savings plan for their lifestyle.

Pensionality was designed to be an iterative loop, meaning the user friendly test attracts potential users, collects their data, matches them with SPP products, and then gives SPP major insights and feedback about their users. This allows SPP to attract new customers while always following the most up to date needs of their users to create even better SPP products each iteration.

My main focus in the project was designing and conducting user interviews, designing surveys and then analyzing the results. I created personas, identified needs of the user segments and participated in the ideation. I also worked on the business strategy and pitch.