Raindrop background

Bringing pensions together.
Launch your own pension-finding service with our flexible, scalable solution, to engage customers and reach new audiences. This is the motto of Raindrop which connects people back to their lost pensions. Earlier a B2C company and now a B2B company.

 

What i did at Raindrop?

Being the lead product designer at Raindrop I am in charge of designing end-to-end experiences for their online products. This included improving the UX of the consumer-facing applications as well as the internal tools which were used by our operational team so as to find the pensions quicker.

  • Role: UX Designer & Researcher

    Timeline: ~6 weeks

    Platform: Web (mobile-first), internal CMS

    Team: 1 PM, 1 Dev Lead, 1 UX (me)

    Stakeholders: Ops team, Acquisition team, Compliance

🚀 TL;DR — From 12% to 82%

The “Combine-Only Pension Finder” (COPF) form was a critical step in Raindrop’s product funnel. But:

  • Only 12% of users completed it.

  • Most dropped off before submitting any pension details.

  • The form design clashed with ad expectations, and users got lost, confused, or frustrated.

I redesigned the form experience end-to-end, introducing a clear mobile-first flow, better error handling, and progress tracking.

💥 Outcome:

  • Conversion jumped from 12% to 82%

  • Valid pension entries rose from 38% to 75%

  • Submissions per user increased 3 from 1

The COPF form was where Raindrop’s funnel broke. I discovered:

🔍 How I Discovered This

I conducted lightweight, high-signal research:

  • 📹 Hotjar: 20 replay sessions (split desktop/mobile) to analyze scroll & rage click patterns

  • 🗣️ Ops Interviews: They shared what users complain about and what data fails backend checks

  • 📊 Heuristic teardown: Competitive audit of UX patterns across pension and insurance sites

  • 📱 Mobile-first audit: I completed the form myself across 3 devices to gauge pain points firsthand

🎯 Hypotheses (from most to least severe)

  1. Users don’t know how long the form is → anxiety → drop-off

  2. NI number field is not upfront → breaks ad → product mental model

  3. No way to “Save and return” → exit = lost forever

  4. Error states are hard to notice → high invalid submissions

  5. DOB picker is clunky on mobile → rage taps

  6. Copy too dense → users skim, misunderstand

💡 My Solutions

🧠 Design Leadership In Action

  • Navigating ambiguity: No design system support. I pushed for new components.

  • Cross-team alignment: Balanced legal requirements with acquisition funnel logic.

  • Influence without authority: Ops team resisted “Save Later,” thinking users wouldn’t return. I shared benchmark data showing 30% return rate post-save.

📈 Measurable Impact

🖼️ Before and after UI

📌 What i learned

This project was a crash course in:

  • Designing for drop-offs, not just funnels

  • Cross-functional storytelling: I had to prove how each micro-decision impacted business KPIs

  • Microcopy matters: Even single-word rewrites made measurable differences

  • Shipping over polishing: We iterated live instead of aiming for perfection upfront