T. Rowe Price
Guided Retirement Experience
Demystifying Retirement for Any Life Stage.
A Well -Defined
Audience
T. Rowe Price provided existing and well-developed personas that demonstrated an investment in truly understanding their audience and guided their engagement strategy.
EARLY ACCUMULATOR
High earner and early investor who relies on professionals to increase plan confidence.
ADVANCED ACCUMULATOR
Middle aged, mid-career and is comfortable sacrificing today for greater retirement savings.
PRE-RETIREE
Close to retirement and values simplification, risk minimization and and the ability to leave a legacy.
Despite backlash against personas over the years, this project is a key example of where the value of personas continues to shine, guiding us to shape messaging for each life-stage.
Content-Driven Components
Via tight collaboration between the design and content teams, we developed a component system with complex messaging and clear CTA’s.
Content-Populated Prototype
As lead designer (in collaboration with an excellent Senior Designer) I advised and edited the content to optimize for web, before populating the wireframe prototype for testing.
Personalizing for Conversion
Working from a client brief I designed multiple concepts for a tool that provides personalized content recommendations based on the user’s retirement priorities.
CLIENT
T. Rowe Price dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
DELIVERABLES
Wireframes, UX Writing, Component Library, Interactive Prototype, Testing Plan
PROJECT
Redesign the “Personal Investing” portion of the website, to educate on retirement planning and guide users through their options.
ROLE
UX Lead: Researcher & Designer
Remote
Prototype
Testing
LENGTH
30 min
PARTICIPANTS
30 (15 desktop / 15 mobile)
1. Test Plan
Due to budget and time constraints, we recommended remote testing to enable more responses across all three audience personas, than we would be able to recruit for moderated tasks.
2. Redefining User Tasks
As lead designer I reviewed, edited, and provided feedback to ensure scenarios and tasks were clear and questions weren’t leading.
3. Recommendations
With a topic as complex as retirement, we weren’t surprised to receive very detailed results and generated a large number of recommendations. At the end of the day, the client determined what to revise, and what to leave behind.
EXAMPLE QUESTIONS
Q
How would you rank your overall financial literacy? [high/med/low]
Q
Based on the information you see on this page, what is your understanding of a Roth IRA?
Q
Where would you go to find information about moving your existing 401k to a new retirement account?
Live
Results
The final look and feel was an application of T.Rowe's style guide by their in-house design team; the site they launched remains 90% true to our UX and content work.
