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CREATING A SEAMLESS RETIREMENT EXPERIENCE TO ENCOURAGE FINANCIAL WELLNESS

Principal Financial is helping people build the financial future they want. By evolving their primary app to focus on encouraging behavior and transparency, customers have better insight into their financial situation and can feel great about the progress they make toward their financial future.

“Less like a transaction and more like a conversation.”

-Amee Mungo, Director of Client Services at GoKart Labs

Woman with short dark hair and her hands on her side smiles widely

APPROACH

Principal wanted to prove to customers that they are a trusted adviser that can empower people to take control of their financial future. We partnered with Principal to focus on a seamless user experience for a specific product that helps tech-enabled interactions feel less like a transaction and more like a conversation.

This evolved into a strategic shift for Principal as they started to think about the holistic financial well-being of their customers, rather than just savings and money.

BUILDING A FLEXIBLE PLATFORM

By redeveloping a major touchpoint between Principal and their customer, they can now quickly test and learn about different interactions and gather insight into customer needs and wants. With a broader feature-set released, the app compliments their legacy system and can become a point of comparison to help spur conversations about future enhancement.

“We created a personalized approach to micro-choices that help people make their dream retirement a reality.”

-Tim Drabandt, Creative Lead at GoKart Labs

a curly haired man with glasses in a GoKart Labs hoodie

BROADENING THEIR VISUAL LANGUAGE

Evolving their mobile platform meant reevaluating how Principal’s brand comes to life. This meant developing new digital brand guidelines that felt simple, but still gave plenty of room to play.

“When we started this project, it was very tactical. We focused on a mobile app… but GoKart Labs has enabled us to really challenge ourselves to look at all our products from the view of our customers.”

-Carlos Navarro, Marketing Director at Principal Financial

5-Value_Prop

Our hyper-focused work on a specific product has allowed Principal to push their entire company strategy forward. By creating a new, robust vision for a single, short-term goal, the company has looked to scale these innovations without betting their entire future.