Project Overview Transamerica has three specific target audiences. These include individuals (regular consumers), financial professionals (such as agents) and employers (companies providing products to their employees). Previously, Transamerica's website did not distinguish between each of these audiences and as a result had a lot of frustration and confusion when it came to navigating the website. The solution was to provide an audience selector at the top left of the website to ensure that users will be able to garner specific content and accomplish tasks based on their selection. After implementing, customer support calls decreased by 38% and navigation usage increased by 44%.
My Roles:
UX Research
UX Design
User Testing
Wireframing
Prototyping
Annotations and handoff for Development
View Website
Problem and Research:During stakeholder meetings, I inquired what is the problem we have to solve. What I discovered is due to the confusion that comes without having an audience selector while navigating the site, users would consistently call the call center for help. This costs the company hundreds of thousands of dollars per year.
After intial meetings, a competitive analysis was conducted to assess which of our financial industry competitors also utilize the multiple audience model for their public facing websites. I particularly looked into companies that provide all or most of the same products as Transamerica in order to accurately see if a multiple audience model can be effective and practical. The analysis revealed that five of our six top competitors used the multiple audience model on their websites.
User Testing:Once the competitive analysis was completed, I conducted surveys and user tests to analyze the effectiveness of the multiple audience model for our competitors sites. The results from participants showed that having the ability to customize content based on audience type not only made sense, but also provided the confidence users needed to interact with the website correctly. Participants had a success rate of 93% when using a website with an audience selector, versus only 23% when using an all encompassing website.
I tested two designs based on lofi wireframes, one was a simple three word link design, the other was a drop down with descriptions. Ultimately, the simpler three link design was the most effective, with a success rate of 86% compared to 18%.
Final Design and Conclusion:After obtaining the results for our two design ideas after they were generated into high fidelity clickable prototypes, I presented our ideas and results to our stakeholders. Once approval was given, I annotated the Figma file for our development team for an easy handoff and the design was implemented.
After we added the audience selector to the website, our analytics team was able to document its usage and effectiveness for six months in which customer support calls decreased by 38% and navigation usage increased by 44%. Customer support calls is a negative measure of success and a persistent and costly hurdle. By decreasing the calls by 44%, we have been able to save the company over $100,000.