The pandemic made financial uncertainty a new constant in our lives, at a time when Singapores were already juggling rising costs of living. With a myriad of financial concerns, including job losses, rising daily expenses, home mortgages and mounting healthcare costs, saving for retirement was not at the forefront of people’s minds.
The Central Provident Fund (CPF) Board, responsible for Singapore’s social security had to ensure that older Singaporeans were still futureproofing their retirement income and needs. However, with the nation on lockdown and safe distancing restrictions in place. CPF could not reach out to Singaporeans through their usual service centres, or heartland/suburban roadshow events.
With the nation on lockdown and safe distancing restrictions in place, the footfall in CPF’s nationwide service centres and outreach events came to a grinding halt. So CPF brought retirement planning to the home of every Singaporean instead.
Introducing the CPF Planner. A mobile-friendly, easy-to-navigate online retirement planning tool that offers a curated personalised guide on saving for retirement – readily accessible anytime and anywhere.
So, even if the present reality of millions of Singaporeans was shrouded in uncertainty, they now had the opportunity to ensure their retirement won’t suffer the same fate.
Tool UI and UX optimised for senior citizens’ visual acuity and navigation —larger text and design elements for greater readability, clear navigation cues, minimalist design, progressive disclosure to compensate for cognitive decline in concentration and the ability to toggle across local languages.
Planner Video drew attention to the CPF Planner features a simple-to-understandand senior-friendly walkthrough.
Personalised dashboard curating hundreds of financial and retirement planning content, calculators, and tools in one easy-to-use interface.
CPF LIFE dial-based calculator enables users to understand CPF savings needed at specific age bands to acquire desired monthly pension payouts in retirement.
Simple five-step quiz to segment users demographically, by healthcare & housing needs, financial literacy and retirement income goals.
Explainer Key Visuals contextualised various CPF scheme benefits to assure Singaporeansthat their savings and interest rates were unaffected by the pandemic.
Planning Key Visuals promoted the CPF Planner’s personalisation and features through visual metaphors of everyday carry “prepper” flat-lays and retirement priorities.
Digital Banners placed in high-visibility areas on high-traffic websites to promote and attract traffic to our
CPF Planner’s homepage.
Content Partnerships and Financial Micro-Influencers encouraged impetus and resolve to continue
retirement planning amidst the pandemic, with the CPF Planner as a core tool.
