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Major Investment Firm

Posted in: Brand Positioning & Development, Financial Services, Professional Services/B2B, Qualitative Exploratory, Website Usability

Major Investment Firm

Challenge: A major investment firm had recently undergone a merger unifying multiple retirement services under a new “Retirement Services” umbrella. As part of this initiative, the client was developing a new online platform to support the combined retirement service among shareholders.

Objective: Prior to launch of the new online platform, the client sought to confirm that it was easy-to-use, intuitive, easily navigated, provided added-value content, and, ultimately, created a compelling user experience.

Solution: A Qualitative Usability Study was conducted in two phases of testing; feedback from the first phase was used as input into refining the platform for further testing in the second phase. Participants navigated the platform on a PC desktop, with supplementary split-screen video technology, allowing for viewing and analysis of users’ navigation through the platform, as well as their facial expressions while navigating to assess emotional connection.

Result: Throughout the interviews, changes were made in real time to the platform’s content and flow, clarifying functionality and ensuring the tool’s relevance along the way. Across both phases of testing and all audiences, the platform’s overall premise of retirement planning was well-received, and noted as a highly unique conceptually and visually.

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