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FACILITATION  /  DESIGN  /  BRANDING  /  ANALYTICS  / ACCESSIBILITY

Designing an Intuitive End-to-End User Experience

Prioritizing simplicity and user-friendliness in a retirement planning website.

OVERVIEW

The Intentional Retirement is a holistic lifelong guidance program, committed to helping aging people navigate the twists and turns of life. They pair their clients with experts in wealth management, health and dieting, to comprehensively plan for their golden years. In collaboration with their partners, we created a modern, user-centric brand for their website.

MY ROLE

  • Lead and conduct user research
  • Prototype, wireframing and user testing
  • Dev Hand-offs
  • Landing pages design and development

TOOLS

  • Figma
  • Adobe Illustrator, Photoshop
  • Invision
  • Bootstrap
  • ReactJS

COLLABORATORS

We conducted meetings with a dozen of The Intentional Retirement’s respective partners, who provided insights and suggestions based on their experience as experts in the program. 

DESIGN

Charming Brand, Simple Interfacing

We prioritized simplicity and user-friendliness in their retirement planning program.

TARGET MARKET

We created five detailed user personas in order to better understand our target market, and the key challenges our users would face :

USER PERSONA 1

Explorer - "Edna"

Background:

Edna, 74, recently retired and wants to explore investment opportunities to grow her nest egg. She seeks financial independence and aims to understand the best ways to make her money work for her.

Edna needs clear guidance on investment options and a user-friendly interface to navigate the app effortlessly.

Solutions for Edna:

The site for Explorer Edna should include interactive tutorials on investment basics, a user-friendly dashboard for easy tracking, and personalized investment suggestions based on her risk tolerance and financial objectives. Regular updates on her portfolio’s performance and alerts for market changes will keep her informed.

USER PERSONA 2

Planners - "Paul & Pam"

Background:

Paul, 68, and Pam, 65, are meticulous about their retirement planning and desires a tool to streamline their financial strategy. They aims to maximize their savings and want a comprehensive overview of their retirement plan, which they can collaborate on.

They need robust planning features, such as calculators for retirement income and expense projections, to ensure they are on the right track. They expect the app to provide detailed insights into their financial future, allowing them to adjust their plan as needed.

Solutions for Paul:

The site for Planners Paul and Pam should offer detailed retirement planning calculators, budgeting tools, and forecasting features. Customizable scenarios can help them explore different retirement age options and potential changes in income. Regular reminders and updates on their progress towards financial goals will keep them engaged.

USER PERSONA 3

Collaborator - "Carl"

Background:

Carl, 72, values family input in his financial decisions and wants an app that fosters collaboration with his children. He aims to create a transparent financial plan that involves his family in case of unexpected events.

Carl needs secure communication channels within the app to involve his adult children in decision-making while safeguarding sensitive information. He expects the app to facilitate secure data sharing, collaborative planning tools, and a family-friendly interface.

Solutions for Carl:

The site should include encrypted messaging features, secure document sharing capabilities, and a family dashboard for collaborative planning. User permissions and access controls can ensure Carl has control over the information shared, fostering trust and transparency among family members.

USER PERSONA 4

Helper - "Hailey"

Background:

Hailey, 41, is one of the many adult children that has taken an active role in helping their parents manage their finances. As an auxiliary user, she needs an app that bridges the generational gap, and caters to the specific needs and preferences of older users.

Solutions for Hailey:

The site should facilitate collaboration and provide a sense of security in financial decision-making in order to be appealing to this group. Features like simplified data sharing and easy communication channels will contribute to a seamless planning experience for both parents and their supportive children.

USER PERSONA 5

Early Planner - "Ellie"

Background:

Ellie, a 34-year-old millennial, is forward-thinking and recognizes the importance of early retirement planning. She aims to build a robust financial foundation for her future, ensuring a comfortable retirement without sacrificing her current lifestyle. 

Ellie needs an intuitive and accessible retirement planning app that caters to her generation’s digital habits. She seeks educational resources to demystify the complexities of retirement planning and investments. 

Solutions for Ellie:

The site should include incorporating educational modules for retirement planning basics, investment strategies, and financial literacy within the app. Designing a user-friendly interface tailored to Ellie’s tech-savvy nature with easy-to-use features for goal-setting, progress tracking, and plan adjustments. Developing tools for Ellie to input her financial goals, risk tolerance, and preferences, providing personalized investment recommendations and scenarios. Ensuring flexibility and adjustability in the app to accommodate Ellie’s evolving life circumstances. Implementing regular updates and notifications to keep her engaged, informed about market trends, and reminded of contributions or adjustments to stay on track with her retirement goals.

SOLVING KEY ISSUES

Addressing the following key issues ensured that the website is not only user-friendly, but also responsive to the diverse needs and concerns of its users, ultimately fostering a positive and empowering financial planning experience.

Complexity & Jargon

Many users, especially older individuals, may find financial terminology and investment jargon confusing and overwhelming.

Prioritize Simplicity

Solution: The app should prioritize simplicity in design and language. Include interactive tutorials, pop-up explanations, and a glossary of terms. Educational resources, such as videos or articles, can break down complex concepts into easily digestible information.

Limited Accessibility

Some users may face challenges in navigating digital platforms, either due to limited tech proficiency or physical impairments.

An App for All

Solution: Design the app with accessibility in mind. Ensure compatibility with screen readers, provide text-to-speech options, and offer a user-friendly interface with clear fonts and contrast. Include tutorials or assistance features for users who may need additional guidance.

Security Concerns

Users may be apprehensive about sharing sensitive financial information on a digital platform due to security concerns.

Robust Security Measures

Solution: Implement robust security measures, including encryption and two-factor authentication. Clearly communicate the app's security features to build trust. Provide options for secure communication within the app and assure users that their data is protected.

Lack of Personalization

Users have unique financial situations, goals, and risk tolerances. A one-size-fits-all approach may not meet individual needs.

Personalization

Solution: Incorporate personalized features, such as risk assessment tools, to tailor investment recommendations. Allow users to input their specific financial goals and constraints, ensuring that the app provides customized advice and plans.

Lack of Collaboration

Users who involve family members in their financial decisions may find it challenging to collaborate effectively within the app.

Collaborative Planning

Solution: Integrate features that enable secure family collaboration. This includes shared dashboards, encrypted messaging, and controlled data access. Clearly outline how the app supports collaborative planning and communication, emphasizing the importance of family involvement.

Trust Deficit

Users indicated a need for transparent and compelling communication about the organization's mission, impact, and financial stewardship on the website.

Build Trust

Solution: Implement clear and accessible content that vividly communicates the organization's mission, showcases its impactful projects, and transparently outlines its financial stewardship, fostering a sense of reliability and accountability. Additionally, highlight success stories and partnerships boosts user trust.

RESULTS

In collaboration with The Intentional Retirement's esteemed partners, we successfully crafted a modern, user-centric brand for their website. This online presence not only reflects the organization's values but also ensures a welcoming and accessible space for individuals seeking intentional and informed guidance on their journey towards a fulfilling retirement.
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