Finance
Improving Pension Customer Experience Through Voice of Customer Analysis
Product Design | UX Designer
Role
Duration
12 months
Methods
- Qualitative Analysis
- Affinity Analysis
- Sentiment Analysis
- Journey Mapping
- Service upgrades
1. Background
Problem
Customers were consistently reporting dissatisfaction through online reviews.
We wanted to understand:
What problems customer experience
Which issues occur most frequently
what imporvements will have greatest impact
2. Research Goal
Identify recurring pain points from customer feedback and convert them into prioritised UX improvements.
Trustpilot review
Reviews Analysed
Focus
Customer complaints and Service friction
140
May 2025 - Oct 2026
3. Data Sources
4. Research
- What are customers struggling with?
- Most frequent pain points
- Which journeys generate most frustration?
- What improvements will reduce support team's load?
5. Research Process
Collect reviews -> Clean data -> Group similar issues -> Affinity mapping -> Prioritise issues -> UX recommendations
Complaint
Long wait on phone queue
Logging in issues
Poor advisor support
Issues with claims
Support services
Digital experience
Customer experience
Complex online journey
Category
6. Category Framework
Theme
34 28%
29 24%
21 18%
17 14%
11 9%
9 7%
Reviews
7. Complaint Frequency
Payment Delays
████████████████████
Communication
████████████████
Customer Service
████████████
Transfers
████████
Digital
██████
Documentation
████
8. Monthly Trends
May ████
Jun ███████
Jul █████████
Aug ██████
Sep ██████████
Oct ███████
Nov █████
Dec ███
9. Affinity Mapping
Theme
Delays
Communication
Trust
Digital
Administration
Example Customer Comments
"Waiting months for payment."
"No one replies."
"Lost confidence."
"Portal never works."
"Incorrect forms."
10. Pain Points
Stage
Transfers
Support
Portal
Documentation
Pain points
Long processing
Slow response
Login failure
Complex forms
Severity
High
High
Medium
Medium
11. UX Recommendations
- Improve communication during pension transfers
- Provide estimated completion dates
- Automatic email updates
Immediate
- Redesign online account dashboard
- Simplify documentation
- Improve onboarding journey
Medium Term
- End-to-end transfer tracking
- Proactive notifications
- Self-service knowledge centre
Long Term
12. Business Impact
- Reduced customer complaints
- Increased Trustpilot rating
- Lower support costs
- Faster issue resolution
- Increased customer confidence