Role
Senior UX Designer
Industry
Finance
Recommended labels for Insights
Smart recommendations to simplify strategy discovery for financial professionals.
Project Summary: Implementation of personalized content recommendations in PrincipalAM.com’s Real Estate Investment Strategies section using Marketing Cloud Personalization (MCP). A "recommended" label was added to content cards to increase relevance and engagement. Key Objectives: - Reduce information overload for users - Improve access to timely, personalized insights - Align with Principal’s digital experience strategy for financial professionals Method: - MCP-powered recommendation engine - A/B testing of labeled content cards As the UX designer leading this initiative, I followed a discovery-to-delivery process using design thinking methodology. Key to this approach was involving stakeholders and the full team from the beginning to ensure alignment. We conducted A/B testing on two label variants: "For You" and "Discover." The data showed "Discover" achieved higher click-through rates, confirming its effectiveness.
Many clients entered the investment journey with limited clarity about their risk tolerance, which often resulted in hesitation and limited confidence when acting independently.
The opportunity was to create a digital experience that could:
Help users articulate their risk profile in a meaningful way.
Connect that profile to suitable investment funds.
Increase confidence at the moment of decision-making, at scale.
PROBLEM FRAMING
The core problem was not “users can’t answer questions,” but rather:
Users complete profiling tools without fully understanding or trusting what the result means for their financial decisions.
To understand this gap, I combined multiple inputs:
Benchmark analysis of existing investor simulators.
Persona analysis based on internal customer data.
Qualitative interviews with users and stakeholders.
KEY INSIGHTS:
Users were comfortable progressing through the flow, but hesitated when interpreting the outcome.
They wanted reassurance that the recommendation reflected their personal goals and constraints, not just a generic risk score.