From Identity Crisis to Unified Access

SUMMARY

A thorough revamp of Prudential’s login, password reset, and registration processes for all users, significantly upgrading security and enhancing the user experience for the leading financial services provider.

MY ROLE

UX Designer


• UX Research
• Wireframing

• Prototyping

TASK AT HAND

Prudential, a Fortune 500 company with a global presence, needed to address challenges in its digital identity management. The goal was to streamline the login and password reset processes for individuals, advisors, and employers. Our objective was to implement intuitive interfaces and robust authentication measures to enhance usability and security. By improving these critical user flows, we aimed to design and systematize priority login pages, ensure seamless access, and reinforce Prudential’s commitment to excellence in digital financial services, thereby supporting their leadership in the financial sector.

THE APPROACH

The Starting Point

After analyzing their site, we identified several critical issues centered around login:

  • Users were often unsure of their login credentials or account types

  • The site’s reliance on branded terms and lack of contextual cues made navigation difficult

  • Account login options page caused cognitive overload

  • Inconsistent UI styles across different login pages fragmented the experience

  • No clear benefits for creating an account further compounded user confusion

Previous design’s login page

Site audit login & registration

Site audit logoff, get help, and registration

Fragmented Experience

In our examination of the login ecosystem, it became evident that each account page featured a distinct UI and visual style, leading to a disjointed user experience. While this differentiation was essential due to the autonomy of each sub-brand, we prioritized streamlining the journey to login, ensuring a more intuitive and consistent experience.

A sampling of pathing options

Login pathing flow ecosystem

Competitive Audits

Analyzing numerous competitor experiences, we were able to note flows and features with positive and negative aspects as we began our own explorations.

Consolidated Effort

Breaking down the pathing journey for each audience type allowed us to map out the new login ecosystem.

Audience type pathing journey

New login ecosystem map

Log In & Registration

We created wireframes for every step of the login journey, addressing all states. Beginning with a global navigation dropdown for audience type selection, the login process is streamlined with clear context to avoid user dead ends. Content was reorganized into a structured hierarchy of groups—primary, secondary, and tertiary. We always include For processes like password retrieval, we indicate the number of steps to clarify duration and reduce uncertainty. The visual design then brings these elements to life.

LOG IN FLOW
REGISTRATION FLOW
KEY WIREFRAMES
FINAL DESIGNS

Key Takeaways

Some of the most rewarding projects involve simplifying unnecessarily complex systems, refining them to their essential components. I enjoyed working on this straightforward UX task for Prudential, creating detailed pages and flows for key audiences and facilitating easier access to their essential services.

Credits

DESIGN

Addi Hou
Manali Shah

TEAM

Laurence Adrian

TOOLS

Figma
Airtable

Explore similar projects

SYSTEMS DESIGN | UX DESIGNER

Optimizing the Path to Managed Account Creation

Goldman Sachs engaged us to significantly enhance various aspects of asset management, including the account opening process and other related workstreams from the advisor’s perspective.

PRODUCT DESIGN | LEAD DESIGNER

Image Editing Simplified

A redesign of Squarespace’s Image Editor requiring significant enhancements to meet evolving user needs and expectations.

B2C | LEAD UX DESIGNER

Digital Innovation Meets Trusted Coverage for Berkley Insurance

Starting with the foundation, our team revamped the digital experience and visual identity for Berkley, a Fortune 500 insurance company.