Retirement
Website Diagnosis for Private Retirement Services
During my time in Háptica, this project focused on redesigning a private retirement fund's website in Colombia.
The mission: reimagine the digital journey to better align with users’ needs, values, and behaviors. The goal was to increase satisfaction, engagement, and innovation through a user-centered approach.
Project Type:
Service Desing Reseach
Client: Colfondos by Háptica (Colombia)
Role: Design Strategy Analyst, Ux/Ui
Year: 2020
Team: Juan Fankhauser
Laura Lozano
Maria Sanz
Daniel Pinilla
Role: Concept Development, Experience Design, UX/UI, Reseach
Objectives
Diagnose the current digital experience to uncover areas for improvement.
Prioritize digital upgrades based on user satisfaction and engagement opportunities.
Co-create a fresh website DNA grounded in user needs and strategic values.
Sketch and define wireframes and information architecture for the new site.
My Role: Design Strategy Analyst
Designed and applied research tools (interviews, screen flows, card sorting).
Led field research and synthesized findings into insights and journey maps.
Facilitated co-creation workshops to ideate and prototype collaboratively.
Documented all deliverables to guide design decisions and the development transition.
Team Structure
Account Leader – Oversight, timeline & budget
Design Strategy Analyst (me) – Research lead, insight mapping, workshop facilitation
UX/UI Analyst – Interface evaluation & support in co-creation sessions
Client Team – 3 company leaders collaborating closely during research & workshops
Methodology
Following Háptica's Service Design framework, the project spanned the first three stages:
1. Empathize
24 in-depth interviews (7 leaders, 17 users ranging from novices to experts)
Research tools used:
Destroy It!: Prioritize website elements using a color-coded grid
Follow the Flow: Screen sharing task-based observation
Value Cards: Identify and align company values with user expectations
2. Analyze
Mapped 1 complete User Journey
Identified 4 distinct User Profiles
Synthesized 30 key Insights
Deliverables included:
Journey Maps
Insight Cards
Customer Profiles
Strategic Recommendations
3. Co-Create
Conducted 3 collaborative workshops:
Web Page DNA: Define values and principles of the new platform
Innovation Prioritization: Identified 14 structural & 7 radical innovations
Wireframe Co-Drawing: Built 4 wireframe sketches with client teams, iterated post-workshop
Key Deliverables
Insight Cards & Journey Brochure
Customer Profiles & Experience Maps
Co-created Wireframes
Design Recommendations Document
Reflections
This project demonstrated the value of collaborative research and design in translating user insights into tangible service improvements. By involving the client throughout, we ensured the new digital experience was rooted in real needs and had a clear path to implementation.