Outcome & Impact

The research confirmed that the client website provides a wide range of financial education and tools, but identified key opportunities to enhance the platform to deliver the user-friendly experience expected of a provider website. Customers feel stress regarding the potential unknowns of retirement, and seek comprehensive, easily accessible information. The findings led to actionable opportunities to transform the platform by focusing on user needs and confidence:

• Enhance Security and Combat Anxiety: Promote "Lifetime Income" as a clear way to ensure financial security and stability in retirement. The website should feature the on/off track calculator visibly and offer customization options to help users gain confidence in their projections.

• Improve Navigation and Structure: Simplifying the overall information architecture was required, implementing fewer categories and single-tiered navigation options.

• Personalize the Experience: Exploring ways to tailor content based on visitor needs (e.g., prospect vs. participant). The platform should feature sufficient, digestible content for both beginner and expert users.

• Provide Holistic Guidance: Offering personalized strategies and advice, highlighting the benefits of aggregation and easy consolidation options for complex portfolios.

• Increase Transparency: Providing easy access to investment performance data and transparency around fees