Opportunity ⇢
Securian's deep network of financial professionals had little visibility once applications were submitted. That starting point created uncertainty, frequent manual follow-ups, and client frustration. A tool that offered real-time transparency could save time, reduce errors, and strengthen relationships.
Context
Competitors were already beginning to offer status tracking solutions. Securian needed to respond with an enterprise-grade system that could scale across offices of all sizes. Smaller firms required simplicity, mid-sized teams needed moderate efficiency, and large offices demanded high-volume capabilities. The solution had to work across this spectrum without compromising usability.
Role
Served as lead designer, responsible for user research, interaction and interface design, prototyping, and validation. Partnered with backend engineering to align data structures and ensure reliability across environments.
Secure mobile access built for performance
Dynamic workflow states surfaced in real time
Framing
Research surfaced the “black hole” problem… applications seemed to vanish after submission, leaving financial professionals without answers for clients. The challenge was framed not as building a single tool, but as creating a scalable model of transparency that addressed pain points across demographics.
Strategy
The design strategy combined proactive notifications, a clear roadmap of the application lifecycle, and simple, actionable next steps. Data from multiple systems was unified into a single source of truth, ensuring accuracy. This balance of clarity and action became the backbone of the Tracker.
Execution ⇢
The interface was built as a modular experience, accessible on desktop and mobile. Tracker could live as a standalone tool while integrating into existing financial professional workflows. Prototypes were tested across small, medium, and large offices to refine the design, messaging, and interaction patterns. Collaboration with engineering teams ensured backend integration, while stakeholder reviews secured adoption and rollout.
Visibility became the differentiator
Real-time updates and clear actions replaced the “black hole” of application status.
Responsive system ensuring consistency across platforms
Impact
Tracker turned a hidden process into a visible one. Financial professionals gained real-time insight into application progress, reducing the need for manual follow-ups and giving them confidence in client conversations. Workflows became faster and more consistent, creating time for higher-value tasks. Leadership recognized the tool as strategically important, positioning Securian alongside competitors and laying the foundation for future workflow transparency across the enterprise.
Reflection
Tracker showed how research-driven design unlocks value across levels… improving efficiency, building client trust, and strengthening competitiveness.
It also proved how design can bring clarity to complex workflows, while aligning teams, leadership, and strategy around a shared vision of transparency.
