The Challenge
Complex information architecture creates cognitive friction, and Sun Life’s UX team needed a data-driven way to simplify user journeys and increase conversions. The real challenge was turning behavioural science from theory into something writers and visual designers could actually apply, so people could get through something like an application more easily.
The Solution
As Content & Behavioural Strategy Lead, I built an upskilling program to bring behavioural economics directly into the UX workflow, running workshops and mentoring junior writers and designers on three things:
- Reducing choice overload: restructuring insurance products and tiers so people weren’t stuck in decision paralysis during policy selection
- Simplifying microcopy: coaching writers to turn dense policy language into content people could actually read and understand
- Aligning visual and written cues: working with designers so anchoring cues in the layout matched the copy, instead of competing with it, guiding attention toward what mattered
My Assignment
Friction: Application completion rates were low, with users usually giving up on page four before abandoning the form. After discussing this issue with users during user testing, we discovered some pain points: There was too much copy in the form, making filling it out seem like a tiresome process.
Challenge: Redesign application pages with the goal of increasing application completion rates.
Solution #1:
Copy Minimization
Research: There are many factors that influence our feelings towards digital communications. The amount of copy presented in a digital piece can play a role in whether a person sees it as complex. This is a similar sentiment to the page’s design and layout.
When presented with Sun Life’s application, I found that there was unnecessary copy presented. The solution was to reduce copy and where applicable, place optional copy in tooltips.
Result: Applicants can confidently breeze through the application.
Solution #2
Affect Heuristic
Research: If something feels better, it must be better. Emotion guides and streamlines decision-making. If content is written in plain language and is perceived as caring and warm, we see an increase in conversion rates.
Solution: A more conversational approach to the application process. In the suggested text portion of the field, questions are spelled out. This creates an empathetic approach to getting the information we need.
Result: A 12% increase in conversions.
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