Project Overview Transamerica wanted to be able to provide a space on their website where all three of their audience types can quickly acquire product information, download important forms and documents, access financial literacy content such as calculators and tools, obtain educational materials, as well as read industry related articles and news. The solution included not only providing a page on the site where all of these resources could live but also find ways to dynamically filter and tag resources specific to the interests of users. Downloads increased by 51%, Resource Center page visits increased by 90%, article views increased by 41% and interactive tool/calculator usage increased by 29%.
My Roles:
UX Research
UX Design
User Testing
Wireframing
Prototyping
Annotations for Development
Go to the Resource Center
Problem and Research:After having initial meetings with the content team, we realized that the Resource Center for Transamerica was being underutilized and had little interaction from users other than direct links to a resource. This was considered a problem not only because the content team works really hard to generate and add content but also because the company wants to use this page as an educational hub for all of our users looking for quick access to materials.
I conducted a competitive analysis to see how other companies share and store original content. What I found was filtration, layout organization, and tangible designs that allowed their users to navigate naturally through the interface. Having a deliberate setup where there are quick actions the user can take to engage with content, increased usage.
User Testing:After the competitive analysis, I put together a low fidelity wireframe for the team to review. Afterwards, I conducting surveys and was able to ascertain what are the most desirable qualities for a page like this to make it not only effective but logical.
Participants expressed the need for filtration that centers on topics, formats, and industry relevance. There was also a desire to have a search bar for faster results and the need for clickable pills that could be used to tag resources. This allows users to find other resources with parallel topics, content, and medium. After applying the feedback we received, we tested the new design and found that users had a 75% success rate finding specific resources using the new design, versus only 13% without the additions.
Final Design and Conclusion:Once we were comfortable with the results and the new design, we went forward with the new iteration of the Resource Center. By adding a link in the top navigation, we were able to generate an influx of new first time visitors to the Resource Center. The traffic to the page increased immensely at around 786 visits on average per month, which was a 90% increase as of December 2025, and the number of visits continues to grow month by month.
We were also able to see a large increase in interactions with resource materials. Every type of medium saw an uptick in engagement. We also saw an increase in usage of our interactive tools which allowed further exploration into the marketing of these tools to help solicit products.