Designed with the help of many coffees
Ann Yang
Research Methodology · Understanding the Trust, Stressors, and Goals of Young Consumers
Over the course of four weeks, I conducted research on young consumers aged 13-35, focusing on
gaining a holistic understanding of the group. A 2024 Article on Opportunities in Underserved Markets Young Consumers by LIMRA was foundational in the start of my research. From the notes I gathered, I generated hypotheses and research questions, before diving into independent research to uncover customer pain points.
Scroll through my research process below to see more!
ROLE
Journey Management Intern
TIMELINE
June - August 2025
SKILLS
User Research, Interviews, Prompt Engineering
TOOLS
Miro, MS Powerpoint
Personas · Translating Research into Real Consumers
After identifying the pain points young consumers were facing, I developed two consumer personas that reflected this generation: one representing the younger segment of the population (age 27), and another representing the older end (age 35).
Customer Journey · Mapping Digital Solutions into Consumer Journeys
To understand the life insurance purchase experience end-to-end, I mapped both digital and offline journeys for these personas. I designed solutions for each stage based on research and consolidated the findings into actionable takeaways.
This is but a snapshot of my ten-week tenure at Prudential Financial, but the new experience of working on the East Coast among such motivated individuals strengthened my interest in customer-centric roles. Weaving research and data into well-designed, actionable solutions reaffirmed my love for storytelling. My mentors were all incredibly kind and helpful as I learned a plethora of skills, from the best practices for CoPilot prompt engineering, to creating AI-assisted surveys.
I’m so grateful to have shared this experience with my fellow interns, Esha Mohite, Ayaan Alam, and Jonathan Sinyavsky, who joined me on launching a self-initiated intern project during this summer. Within the span of eight weeks, we deployed a customer survey generating 220+ results to improve employee shuttle operations for more than 5000+ staff members. We’re excited to hear our recommendations come to life in the new Prudential Shuttle App early next year!
Reflection · An internship of diverse perspectives!
Solutions · Strengthening Awareness, Education, and Engagement among
Young Consumers
Brand Trust Issues
Skepticism about Transparency
Lack of Knowledge
Growing up in an age of financial turbulence
Engagement Obstacles
Different Social Values
Misaligned Communication Style
Emotional Health Stressors
Increase Digital Awareness with Social Media
Create an Interactive Database for self-learners
Tailor Messaging based on Life Events
TACKLING
SOLUTIONS
Contact me to hear a more detailed breakdown of these solutions
→ Create a “Life Insurance 101” Instagram Reel series with Gen Z Jargon
→ Share customer testimonials for relatable storytelling #Unfiltered Series
→ Life insurance Calculator, Financial Friend AI Agent
→ Emphasize mental wellness x life scenario simulators
Prudential Financial
Identifying opportunities for young consumers with life insurance
Global financial company offering services in life insurance, investments, and retirement
Identify opportunities to connect with young consumers in life insurance based on expectations and experiences
Utilize Instagram Reels, Tiktok videos, and Youtube shorts to deliver bite-sized, educational videos
Create an interactive financial database for self-learners
Tailor messaging based on significant life events
Overview
Solutions (TLDR Version)
Only 35% of young consumers consider themselves knowledgeable about life insurance
Over half of Gen Z and Millennials overestimate the cost of life insurance by 3x
Challenges · Concerning Statistics Regarding Young Consumers
Research Findings · Financial Turbulence, Differing Values, and Engagement Obstacles Hinder Connection
Brand Trust Issues
Skepticism about Transparency
Misaligned Communication Style
Why do young consumers distrust life insurance companies?
Lack of Knowledge
Emotional Health Stressors
Growing up in Financial Turbulence
Differing Social Values
Engagement Obstacles
Why are young consumers stressed by life insurance?
Why is life insurance not a goal?
Project Brief
With a robust customer base of those primarily aged 40 and older, Prudential Financial aims to appeal to Gen Z and Millennials. The Customer Experience team is seeking out actionable marketing and business strategies based on younger consumers.
Let’s dive in
Findings
Wrapping it up
