Landing page - simplify and encourage

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The challenge

Introducing a brand new (at the time) Canada Life individual customer website.

A big challenge here was that registration variables depended on what financial product(s) the users owned (which code/ID number to use, where to find it).

Great-West Life and London Life amalgamated under the Canada Life banner shortly before this project, and many customers had decades old policies with various branding and types of reference numbers.

The result

FAQ with key registration info

Q. “Where can I find my policy number or client ID?”

A. “You can find the number you need in a few different places, depending on your unique situation:

  • Annual or quarterly statements (if you receive them)
  • Your policy/contract documents
  • Your welcome package (if applicable)

If you need further assistance, please contact your advisor or give us a call at 1-888-555-5555.”

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Fun fact: we changed “policy number or client ID” more times than I can count. Had to work closely with stakeholders to figure out what number we’d be using for onboarding, as there isn’t a unified customer number among the various financial and insurance products.

FAQ and “get started” tile

Most of the targeted users are long-time customers who haven’t had a digital platform for these financial products until now, so need to reassure them that registration is simple/quick to encourage them to register.

Tell users it’s useful.

“Keep on top of your finances with My Canada Life. Get 24/7 access to info about your Canada Life investments, savings and insurance products in one convenient place.”

Tell users it’s easy to register.

“All you need is a few minutes and a policy number or client ID from a Canada Life product you personally own.”

Give users a preview of the process.

Q. “Tell me more about the registration process.

A. Sure thing! Here's what you can expect:

First we'll need you to provide an email address that you'll use to sign in – you'll need to have access to that email address so you can receive our email to confirm it within 72 hours.

Next, provide some info to verify your identity so we can give you access to your account securely. You'll need a policy number or client ID from any of your Canada Life products.

Lastly, review and agree to our terms and conditions and you'll be on your way.”

Kudos

Kim, you’re an absolute pleasure to work with. You are deeply dedicated to your work, and find ways to use your role to influence direction, design and technical solutions in the most meaningful ways. I am always impressed at how you probe into the user experience while crafting copy, and how that will highlight opportunities to improve in so many areas. Thank you for your open mind, dedication to change, diversity, and trusted consultation. - Jeff Rack, Product Owner for My Canada Life