Metric 1: Invested customers per full-time employee Metric 2: Net Promoter Score
Hypothesis: Delivering the content we already have and regularly produce on the website into the app will educate and inform customers about their pensions and the industry. This will make them feel more confident about their retirement and answer any questions, resulting in fewer inbound queries (IC/FTE) and increased trust (NPS) in our service.
Objective: Establish with customers what content they find most useful or relevant and explore how they access and consume it. Prioritise and recommend additional features or delivery mechanisms for our team to deliver the in-app content project iteratively.
Role: As the newly appointed Head of UX, I implemented the processes I felt were integral to successfully delivering key insights and recommendations. This included creating thorough research project plans for the stakeholders to sign off on and the team to follow. Recruiting colleagues from various departments to collaborate and contribute to the project from an early stage. Building a rich Figma prototype that participants could use to feel like they were inside the app. Conducting and supporting moderated interviews and facilitating an observations and recommendations session with the team involved to produce our insights and prioritised recommendations. Finally, deliver the content to the wider team and stakeholders and work with them to plan our future iterations.
Results: Two iterations (initial baseline delivery and recommendations v1.0) have seen a significant increase in overall content page views, and session time in the app has been directly increased because of content being available within the app. We have learnt that recommendations can be improved further, so steps are being taken to further categorise content within the backend to accommodate tailored recommendations. While access to the section has been largely successful, more opportunities to link into the Discover section via deep-linking would benefit customers, and work is taking place to accommodate this feature.
