Social Security Advisor_Case study
description
Transcript of Social Security Advisor_Case study
Project 4. Social Security Advisors General Assembly . New York City . UXDi Winter 2014 | Project 4 : Javier Abanses, Hanah Choi, Angelynn Nakaguchi, Sandy Woodruff
Project 4. Social Security Advisors
DISCOVERY : statement of work DESIGN ITERATIONS RECOMMENDATIONS
“As much as $25 Billion remain unclaimed each year.”
DISCOVERY
Project 4. Social Security Advisors
DISCOVERY : statement of work DESIGN ITERATIONS RECOMMENDATIONS
CONTEXT
● 2728 rules
● 921 filling options
● By law, the Social Security Administration offers no advice.
● Most financial advisors seem unaware of this situation
DISCOVERY
Project 4. Social Security Advisors
DISCOVERY : statement of work DESIGN ITERATIONS RECOMMENDATIONS
SOCIAL SECURITY ADVISORS
● Create awareness of this situation
● Help prospective retirees navigate this maze of options and rules
● Get the most value for their customers
DISCOVERY
Project 4. Social Security Advisors
“The challenge is letting people know this is a need.”
DISCOVERY : client interview DESIGN ITERATIONS RECOMMENDATIONS
Project 4. Social Security Advisors
DISCOVERY : statement of work DESIGN ITERATIONS RECOMMENDATIONS
THE BRIEF
● Increase conversion on the site
● Clarify content
● Unify brand message across the site
DISCOVERY
Project 4. Social Security Advisors
“...Turbotax for Social Security…”
DISCOVERY : client interview DESIGN ITERATIONS RECOMMENDATIONS
Project 4. Social Security Advisors
DISCOVERY : existing site DESIGN ITERATIONS RECOMMENDATIONS DISCOVERY : existing site
Project 4. Social Security Advisors
FINDINGS + OPPORTUNITIES
• Useful info is there, just a matter of finding it - relevant content is buried
• Good Search engine visibility
• Tone of content, technical
• Inconsistent Calls to Action leading to Product Page
• No preview of what’s being purchased without submitting name, email, & phone number
DISCOVERY : existing site DISCOVERY : existing site DESIGN ITERATIONS RECOMMENDATIONS DISCOVERY : existing site . heuristic evaluation
Project 4. Social Security Advisors
DISCOVERY
DESIGN ITERATIONS
RECOMMENDATIONS
Project 4. Social Security Advisors
DISCOVERY : existing site DESIGN ITERATIONS RECOMMENDATIONS
Project 4. Social Security Advisors
DISCOVERY : statement of work DESIGN ITERATIONS RECOMMENDATIONS
WHAT SITE WANTS TO DO
● Develop UNDERSTANDING through clear navigation
● Demonstrate VALUE by offering only manageable content
● Establish TRUST
DISCOVERY
Project 4. Social Security Advisors
Easy. Few steps.Helps you find what’s right for YOU personally
“Sample reports”, free assessments, + navigation by marital status
Personal testimonials highlighting how much money was saved
Increased text size feature
DISCOVERY : competitor / complementor analysis DESIGN ITERATIONS RECOMMENDATIONS
Project 4. Social Security Advisors
Complex, not complicated
DISCOVERY : competitor / complementor analysis DESIGN ITERATIONS RECOMMENDATIONS
Project 4. Social Security Advisors
DISCOVERY : user research
Their users don’t see themselves as old. “They think they’re young and hip and that they’re going to live forever.”
Social Security Advisors have insight into how their customers think
DESIGN ITERATIONS RECOMMENDATIONS
Project 4. Social Security Advisors
Recorded customer service call SurveyMonkey
“I don’t want to go into this blindfolded... You guys are the experts.”
DISCOVERY : user research DESIGN ITERATIONS RECOMMENDATIONS
Email survey to past customer
“...you were gracious enough to redo and re-issue the report with the correct {information}. A very classy organization.”
Project 4. Social Security Advisors
BUSINESS GOALS
● Increase conversion● Serve the Baby Boomers● Be the go-to within the social security community
BRAND GOALS
● Trustworthy and secure
● Complex but not complicated
● Knowledgable, friendly, and personal
USER GOALS
● Understand my options
● Get personalized attention
● Make it easy
DISCOVERY : personas DESIGN ITERATIONS RECOMMENDATIONS DISCOVERY : goals
PROJECT GOALS
(UX lives here)
Project 4. Social Security Advisors
DISCOVERY RECOMMENDATIONSDESIGN ITERATIONS : sitemap . header
Student Project 4. Social Security Advisors
Project 4. Social Security Advisors
DESIGN ITERATIONS : sketches DISCOVERY RECOMMENDATIONS
Project 4. Social Security Advisors
DESIGN ITERATIONS : wireframes DISCOVERY RECOMMENDATIONS
BENEFIT MEsee what’s done for others in your situation}
}}}
ADD VALUEsee product details and a sample report
TRUSTsee our money back guarantee and press coverage of us
KNOWLEDGABLEwe’re here for you }
}}} BENEFIT ME - MARRIED
see what one satisfied customer has to say
ADD VALUEtry our calculator for married persons to see how much
COMPLEX NOT COMPLICATEDsee product details and levels of service
ADD VALUEsee a sample report
home married : product
Project 4. Social Security Advisors
DISCOVERY RECOMMENDATIONSDESIGN ITERATIONS : user flow .
Student Project 4. Social Security Advisors
James Lewis “The Curious Skeptic”
59, Married PC Laptop, SmartphoneKey Goals & Needs:
* To make educated choices* To know that his money is spent wisely
Project 4. Social Security Advisors
DESIGN ITERATIONS : prototype DISCOVERY RECOMMENDATIONS
Project 4. Social Security Advisors
DESIGN ITERATIONS : prototype system flow
DISCOVERY RECOMMENDATIONS
Project 4. Social Security Advisors Student Project 4. Social Security Advisors
DESIGN ITERATIONS : prototype DISCOVERY RECOMMENDATIONS
system flow : email
Project 4. Social Security Advisors
DESIGN ITERATIONS : style guide DISCOVERY RECOMMENDATIONS
FOR DIGITAL PRESENCE...
WebsiteMobileEmails
...AND BEYOND
All Print Material
Project 4. Social Security Advisors
See prototype
Student Project 4. Social Security Advisors
DISCOVERY DESIGN ITERATIONS : mockup .
Student Project 4. Social Security Advisors
Project 4. Social Security Advisors
Project 4. Social Security Advisors Student Project 4. Social Security Advisors
DISCOVERY RECOMMENDATIONSDESIGN ITERATIONS : mockup . mobile
See mobile prototype
Project 4. Social Security Advisors
RECOMMENDATIONS
SHORT TO MID TERM RECOMMENDATIONS
Further curate the content and use it across channels and social media to engage prospective users. ie, daily tweet bits of Social Security Wisdom…
One primary call to action per page, and keep the labels for these calls to action consistent
Content : keep short, precise, no lists longer than 7Tone of content : friendly and personable
Google Analytics : ● Enable Demographic Reports, which could clarify
or reveal more information about the user base.● Test the new approach to content
RECOMMENDATIONSDESIGN ITERATIONS : recommendations DISCOVERY
LONG TERM RECOMMENDATIONS
Further develop the mobile and iPad presence.
Must Consider: ● Make site compliant with US Accessibility
Standards and accessible for screen readers ● Foreign language translation - Spanish
Project 4. Social Security Advisors
THANK YOU