T. Rowe Price
Guided Retirement Experience
Demystifying Retirement for Any Life Stage.
A Well -Defined
Audience
The client provided 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 her portfolio confidence.
ADVANCED ACCUMULATOR
Middle aged, mid-career and comfortable to make sacrifices today for future savings.
PRE-RETIREE
Close to retirement and values low-risk simple investing and legacy building.
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-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 concepts for a tool to provide personalized content recommendations based on the user’s retirement priorities.
CLIENT
T. Rowe Price is an American-based global investing finance firm that’s well known for their mutual finds and retirement planning.
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 find information about moving your 401k to a new account?
