Minpension: Mapping a new customer experience for the Swedish Pension Portal


Minpension.se is a joint initiative between the Swedish government and Swedish pension providers to deliver an aggregated view of every citizen’s pension investments through a simple, one-stop-shop portal. With 99.5% of all Swedish pension capital covered and 2.5M registered users (over 50% of the eligible population), the portal is seen as a huge success and an example for other countries to follow, including the UK.

Sigma was appointed by Minpension in 2015 to bring a more user-centred approach to bear during a comprehensive research and redesign project for the portal UI and the mobile app. 

Sigma has been integral to our strategy of designing a user-centric portal. The insights we've gathered from Sigma's user research and testing has completely reshaped the product and delivered a far superior customer experience.

Patrik Malmquist, Head of Development

The project

We conducted detailed user research and collaborative, iterative solution design through:

  • Data analysis: Literature reviews on pensions and on digital literacy, particularly focusing on terminology and learning models, with an understanding of site goals and current analytics
  • Comprehensive user research: Depth interviews with 30 users followed by a survey to validate (or otherwise) qualitative findings with almost 800 users. Our social and behavioural psychologists were able to develop motivation and engagement models that better met user needs based explicitly on the outputs of these sessions.
  • Solution design: Development of nine user personas, a conceptual model for learning and engagement with pensions (which we called ‘The Pension Ladder’), and a detailed Customer Journey Map that optimised the user flow through the portal.
  • Prototyping and usability testing: Co-design workshops to collaboratively design the new User Experience and capture key journeys or interactions in a prototype, which we subsequently used for iterative usability testing.

Related Work

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